The $1.4 million Maybach Landaulet. Image: Mercedes-Benz
In the “we’ve seen this coming for some time” department, Mercedes-Benz has reportedly decided to axe its under-performing Maybach premium brand. Launched to much fanfare in 2002, the brand never produced the 800 unit per year global sales that Mercedes-Benz needed to be profitable. Long-overdue for a refresh, the lack of a pending redesign seemed to be proof that Mercedes was intent on pulling the plug, even before a formal decision was made.
Autoweek cites unnamed but high-ranking sources in Mercedes-Benz, who have confirmed that the brand will be pulled from the market in 2013. To fill the void, Mercedes will expand the S-Class product line to include three wheelbase variations, multiple engine choices and even a range-topping S600 Pullman edition, which should give buyers a similar level of luxury to the Maybach sedans. Given the current state of the global economy, expanding a base product line makes more financial sense to Mercedes than maintaining an ultra-premium product line with declining sales.
Since the new S-Class models won’t hit the market until 2013, you still have a little over a year to buy a Maybach if you can raise the price of admission. The “entry-level” Maybach 57 starts at $372,500, the mid-line Maybach 62 is priced from $423,500 and the range-topping Maybach Landaulet Cabriolet stickers at a mind-numbing $1,380,000, excluding taxes, title and licensing, of course.
Kurt Ernst has been passionate about automobiles and driving nearly his entire life. His early years were shaped working in the family service station, though his real passion was auto racing. After graduating from the University of Colorado, Kurt spent a year club racing with the Sports Car Club of America, before focusing on a business career in marketing and project management. Later, his passion for writing and the automotive hobby found him freelancing for a variety of automotive news sites, including Automotive Addicts and Motor Authority, where his work was syndicated and appeared in several national publications. Recognized as an expert in the automotive field, Kurt joined Hemmings Motor News as an Associate Editor in 2013, and in the years since has progressed to Editor, Hemmings Daily; Managing Editor for Hemmings Motor News, Hemmings Classic Car, Hemmings Muscle Machines, and the Hemmings Daily; and now, Managing Editor, Hemmings Auctions. Kurt was instrumental in organizing the Hemmings Motor News Concours d’Elegance from 2013-2019, and has served as a judge at this event and The Vintage Racing Stable Concours d’Elegance. A Skip Barber Racing School graduate and prolific writer, Ernst is also skilled in copyediting, project management, brand development, and public relations.
