Why Daimler killed Maybach Autoweek

21 Апр 2014 | Author: | Комментарии к записи Why Daimler killed Maybach Autoweek отключены
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Why Daimler killed Maybach

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Maybach is turning over in his Daimler CEO Dieter Zetsche has that the super-luxury brand carries the famous inventor/engine name will be terminated. The comes at a really odd time.

year, Daimler is celebrating its anniversary and is predicting record

Daimler will write off the euros already invested in since it was created by Zetsche’s Jьrgen Schrempp, in 2002.

seems unafraid that move will reduce the Cars group to just two Mercedes-Benz and Smart .

The Maybach only survived nine and, honestly, it has been a man walking for a while. Last Maybach sold 157 cars. BMW’s Rolls-Royce subsidiary sales 171 percent last to a record 2,711 cars.

Daimler did a miserable job exploiting the in the super-luxury segment—and now finds at risk of never being to compete in the growing segment. are more and more millionaires and who do not want to drive a car that has the brand on the hood as an A-class or

Rolls-Royce CEO Torsten Mьller-Цetvцs told me how fast the number of in the world is expected to grow: are currently about 90,000 individuals, and in 10 years we expect to grow to 125,000. That alone makes me optimistic our prospects.

Mьller-Цetvцs expects up to 10,000 sales a year in the long-term

Zetsche thinks he can address ultrarich customers with six of the next Mercedes S-class, will be launched in 2013. In to the current coupe, short and version, internal sources a convertible similar to the stunning Drive concept, a super-long version of about 19.6 in length and a super-super—almost 22-foot-long—variant will get the Pullman name and politicians, especially heads of

The death of Maybach is bad for Aston as well. The prestigious British led by Ulrich Bez was hoping to get an order Stuttgart to develop some of the next-generation Maybach.

Of course, decision also brings advantages. Maybach has been a money pit. In the future, Maybach euros will be in improving the core Mercedes

It is a painful decision but one that must have thought to be made. Of course, that is no for Wilhelm Maybach, whose contributions will no longer be by keeping his family name on the company’s future products.

It is, however, a lesson for the entire Brand heritage is crucial. You can as many billions as you’d to create a new brand like but you will never be able to fight established century-old such as Rolls-Royce.

Harald is editor-in-chief at Automotive News

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