When you're arriving in a twin-turbocharged, twelve-cylinder Maybach limo, there's no reason you should ever have to be late. Except, maybe, to make a fashionable entrance. But up at the corporate level, the entire Maybach brand is being slowed down as critical decisions about its future are being undertaken.

Last week, we reported that a decision on what path Maybach would take going forward would be due at the start of next month, but the latest reports indicate that the timeframe has been extended as further options are being considered.

The previous options under consideration were twofold: either relaunch the brand with production outsourced to Aston Martin – which suddenly finds itself with excess production capacity – or shut it down completely. And those are still two very real options. Word has it that Aston has put together four concept cars for the Daimler brass to consider, all based on the next-generation S-Class platform (and thankfully not the old one).

Should Zetsche and company reject those proposals, they could very well close the Maybach chapter and chalk it up to another failed experiment like the Chrysler takeover. But another option has reportedly been laid on the table: namely, to turn Maybach into a sub-brand of Mercedes-Benz.

What would be the difference, you ask, between having Maybach as a sister-brand versus a sub-brand of Mercedes? Well, it would mean that Maybach would cease producing its own cars, and instead come in as a new top-of-the-line trim level on the likes of the expanding S-Class range and GL-Class SUV. In that way, it would parallel AMG (although that sub-brand sorta has its own product in the SLS) under the Mercedes umbrella, or perhaps more aptly, ape the application of the Rolls-Royce Goodwood badge by BMW to its most exclusive Mini models. Only much higher up in the market.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 13 Comments
      brian
      • 3 Years Ago
      So MBZ are considering reinventing Maybach into what is essentially a "Designo" S-Class? Another fail from Stuttgart...
      Mike K
      • 3 Years Ago
      If Maybach closes poor Rick Ross is gonna have to rename his label lol.
      JonZeke
      • 3 Years Ago
      I think the first two options are better, AMG is already the sub-brand at Mercedes. Aside from the obvious tuning mods, it also creates bespoke interiors for customers, and is already the defacto upper trim level on all Benzes. Having Maybach be a highline would look like Mercedes has run out of ideas - and decided to crib the Denali concept from GMC. I don't think they've gone nearly far enough with Maybach. With the Galibier close to production, why not just make a full-boat hypersedan to attract UHNWIs. Let the engineers use the brand as a mobile test bed for futuristic interpretations of luxury, with alternative energy power, new materials and some wild styling in the vein of the Exelero.
      • 3 Years Ago
      [blocked]
      aatbloke1967
      • 3 Years Ago
      Turning Mayback into a mere sub-brand of Mercedes as opposed to being a subsidiary of Daimler would certainly yield cost savings in terms of legal, company secretarial, audit and tax compliance charges.
      NYTechie
      • 3 Years Ago
      "Maybach: the Geo of Mercedes"
      Chuck Clarke
      • 3 Years Ago
      When these cars were first introduced, they made several mistakes. First was the extensive use of the two-tone exteriors. I'm sure they had visions of some of the Silver Cloud's of the 60s. Unfortunately, I remember seeing several with green/tan combinations that were just outright ugly. They also did themselves a huge disfavor by only offering that cherry red wood for the interiors. If you go to any of the Bentley or Rolls Royce online configurators, there are numerous choices offered for their vaneers. While changes have been made and there are more monotone exteriors and now different woods, metals and carbon fiber offered for the interiors, people's first impressions are usually lasting ones. Had they not gone off the deep end with their initial exterior color choices and interior wood selections, I think they'd be in a much better place today.
        usa1
        • 3 Years Ago
        @Chuck Clarke
        The biggest mistake is that they looked like warmed over S class cars, which they were.
      Commodore
      • 3 Years Ago
      Maybach isn't dead yet, it just needs to differenciate it's models much more form Merc's cars. The current Maybachs are unbelievably good cars, but the fact that they look a lot like the old S-Class doesn't help to improve sales. The customers in that price range want something that looks the part. How about drawing inspiration from the old Maybachs? They looked very good. Maybach should really change it's styling, but it mustn't become a Rolls-Royce or Bentley ripoff.
        jessesrq
        • 3 Years Ago
        @Commodore
        I don't envy the task of Maybach's design team to develop a new definition of top end luxury without aping the RR/Bentley style, and without the history of those brands. The first try was kind of a fail, looking rather dated right out of the box. Maybe they can steal Peter Schreyer from Kia and let him take what he learned at Audi to a new level.
      Easy_Eight
      • 3 Years Ago
      So Grand Edition becomes Maybach?
      kevsflanagan
      • 3 Years Ago
      I've been thinking they should do this for awhile now. While some might gripe overall it will save Merc some face and they still keep the name going. Having it be a sub-brand ala AMG to me is a move in the right direction. The Maybach's now are only stetched versions of the Merc anyways so might as well stop pretending its something else and admit it right?
      johnedwardmoretz
      • 3 Years Ago
      The Maybach brand coulda been a contender, it coulda been somebody, instead of a bum...which is what it is. It was you, Daimler. Daimler, you were cynical. You figured the uber-rich would buy anything as long as it has a fancy name and cost a ton of dough.
    • Load More Comments