Maybach output ends ahead of schedule
Daimler AG ended output of its poor-selling Maybach superluxury brand earlier than planned. Production ceased in June, a company spokesman told Automotive News Europe, which was at least a half year ahead of the originally announced schedule.
Daimler said in November 2011 that it would stop Maybach output in 2013 when the new Mercedes-Benz S class arrived. The spokesman declined to say why plans changed for Maybach, which never lived up to expectations that it would challenge BMW's Rolls-Royce and Volkswagen Group's Bentley in the superluxury niche.
Daimler decided to create Maybach in the 1990s after losing out to BMW to supply Rolls-Royce and Bentley, which were one company at the time, with engines.
The Maybach brand was launched by Daimler in 2002. Daimler hoped to sell 1,000 Maybachs a year but never reached that target. Last year, according to figures from market researchers JATO Dynamics, 46 Maybachs were sold in Europe vs. 472 Rolls-Royce models and 1,774 Bentleys.
You can reach Nick Gibbs at firstname.lastname@example.org.