Thursday, 8 December 2011

Another beast bites the dust


Daimler AG recently announced that they will cease production of their Maybach brand in 2013 after “chronically weak sales.”

 A Maybach 62

Whilst my experience of this vehicle was limited to being a passenger on just a couple of occasions, it certainly was comfortable and I loved the reclining easy chairs and panoramic glass roof. The design, however, was clunky and unimaginative. Frankly, the Maybach was one ugly beast of a vehicle.

Amongst the fans of this 5.7 – 6.2m luxury vehicle are Madonna, Samuel L. Jackson, Jay-Z and Dragons’ Den star Peter Jones. Justin Dior Combs, the son of Sean P. Diddy Combs, was even given one for his 16th birthday.

The Maybach given to Justin Dior Combs for his 16th birthday

Priced between £279,095 for the Maybach 57 and £367,490 for the Maybach 62, these were cars that were designed to take on BMW’s Rolls Royce and VW’s Bentley brands but failed to capture the crucial European and American markets.

With total worldwide production of just 180 units in 2011 and just 2,110 produced since the revival of the brand in 2002, the marque just never took off and even special editions such as the 2005 Maybach Exelero and 2007 Maybach 62 Landaulet failed to stop the rot.

 The 2007 Maybach 62 Landaulet

In a statement regarding the second closure of a brand that dates back to 1909, Daimler AG’s Chief Executive, Dieter Zetsche commented:

“We held extensive discussions internally about which way would promise the greatest success in the luxury segment, and we came to the conclusion that the sales chances for the Mercedes brand were better than that of Maybach… It would not be sensible to develop a successor model for the current Maybach.”

Instead, according to another spokesman for the company, they will move their focus from the €300,000 price point to that of the €100,000 to €300,000 range, where annual volumes are in the thousands rather than the hundreds, by revamping their Mercedes-Benz S-Class range.

In an age when green vehicles are the rage and at a time of economic downturn, mammoth vehicles are no longer the rage.

Following on from the 2010 closure of General Motors’ Hummer brand, it is indeed sad, though, to see the death of yet another luxury vehicle manufacturer.

For more information on Maybach go to: http://www.maybach-uk.com

Experience the Maybach 57 S at: http://www.maybach-uk.com/maybach_movie.php

1 comment:

David Swift said...

The ugliest luxury car ever made by far.