Daimler is to stop manufacturing the Maybach, the company’s range of luxury cars once favoured by boxing legend Max Xchmeling and the Emperor of Egypt, Haile Selassie. The brand’s heritage stretches back nearly a hundred years.
The German company made this announcement on the 28th November. Daimler will continue to target the luxury car market with their Mercedes Benz brand.
Daimler cars, which were sold for about £260,000 each, simply could not penetrate the luxury market any more. The company’s sales target of 1,000 cars per year could not be achieved. In 2010 only 200 Daimlers were sold. It is believed that the company spent a billion Euros in their attempts to resurrect the brand to compete with Bentley and Rolls Royce.
In the announcement Daimler says that when the last Maybach model leaves the production line in 2013, there would be “no successor.”
“After a discussion of the pros and cons, it was decided that in the future, Daimler will focus entirely on its core brand in the luxury segment: Mercedes-Benz, the world's most valuable premium car brand.”
Daimler’s history goes back to Wilhelm Maybach, who was a good friend of Gotlieb Daimler. He started his own company in 1909 and ten years later his son renamed the business Maybach-Motorenbau and manufactured its first car.
During the 1920s and 1930s the cars were very popular among statesmen, industrialists and celebrities – the majority of which did not need to apply for car finance to buy one!
The brand was relaunched by Daimler in 2002.
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