Mercedes-Benz Killing Maybach in 2013

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Maybach Coupe

A date has been set for demise of the struggling ultra-luxury Maybach brand, and no one should be surprised. According to an unnamed Mercedes-Benz source speaking with Autoweek, Mercedes-Benz will kill off its Maybach in 2013.

Since its relaunch in 2002, Maybach has failed to win the hearts of its target demographic.

“We’ve come to the conclusion that it is better to cut our losses with Maybach than to continue into an uncertain future with a brand that has failed to live up to original sales expectations,” the insider said.

The insider went on to say that the two models comprising Maybach’s lineup, the 57 and 62, will still be on sale through the end of 2013. But once the fifth-generation S-Class goes on sale at around the same time, the addition of three new variants to the model’s lineup, including an all-new, range-topping S600 that uses the Pullman moniker, will assume the role played by Maybach.

This move will push Mercedes-Benz further up-market, adding Bentley and Rolls-Royce to its list of competitors.

Reference: Autoweek