Maybach reaches end of the line

Daimler AG is set to announce the closure of its Maybach ultra luxury brand this weekend, according to reports. The underperforming 57 and 62 limousines are to be killed off in 2013, following a decision from chairman Dieter Zetsche who has elected not to invest in their respective replacements for 2014.

Following a concept car preview at the 1997 Tokyo motor show, Maybach was resurrected in 2002 after Daimler AG failed to purchase either Rolls-Royce or Bentley from then owners, Vickers.

The 57 and 62 models – both based on the already obsolete third generation S-Class underpinnings – ultimately failed to reach intended sales targets, and the addition of the Laundaulet model in 2007 did little to improve the lacklustre figures. Over the course of the last nine years, Daimler has struggled to sell more than 180 Maybach models – far short of the brand's anticipated four figure sales expectations.

With recent plans to invigorate the Maybach brand having failed when collaboration with fellow luxury brand Aston Martin fell through earlier this year, the future of the brand only fell further into uncertainty.

"We held extensive discussions internally about which way would promise the greatest success in the luxury segment, and we came to the conclusion that the sales chances for the Mercedes brand were better than that of Maybach," Zetsche said in an interview which is set to publish in German newspaper Frankfurter Allgemeine Zeitung tomorrow, Saturday November 26.

Despite the plan to axe the Maybach brand, both the existing 57 and 62 will continue to be produced into 2013, around the time that the fifth-generation S-Class will be introduced. Mercedes is poised to offer the next generation luxury sedan in three wheelbase variations, including a top-of-the-line S600 Pullman.

Daimler plans to make a formal announcement on the closure of Maybach tomorrow.

By Eric Gallina and John O'Brien