Ending almost a decade of losses, Daimler is shutting down its super-luxury Maybach brand. It would not make sense to develop a successor model," chairman Dieter Zetsche said to the German newspaper Frankfurter Allgemeine Zeitung. "The coming S-Class is in such a way a superior vehicle that it can replace the Maybach."
Zetsche will be glad to wipe his hands of Maybach (pronounced MY-bock). It was one more embarrassment -- like the money-losing Smart car and the failed Chrysler merger -- left over from the reign of his grandiose predecessor, Juergen Schrempp. Maybach has been hanging around for years while Zetsche, who clearly had little respect for the brand and dismissed it as financially inconsequential, dealt with more pressing problems.
The Maybach epitaph will not be a not pretty one. It was a remarkably cynical effort by Daimler to use the halo of its Mercedes-Benz brand to justify prices of $350,000 to $1.4 million for an inferior automobile wrapped in a glitzy package. Maybach strived for a prestige that it tried to ground on price alone. The wealthy figured it out in a hurry and stayed away in droves. Appearances to the contrary sometimes notwithstanding, the top 0.0001% didn't accumulate all that money by being stupid.
Here's the Maybach back-story: When Rolls-Royce and Bentley came up for sale at the end of the 1990s, Mercedes decided to pass. One executive said at the time, "At the end of the day, we said we didn't want to play this game. The price was too high."
Mercedes's German rivals did want to play, however. BMW wound up with Rolls, and Volkswagen got Bentley. Fearful of being left out of the high status game, Mercedes backpedaled and decided it needed to be in the ultra-luxury business too, but it went after it in a remarkably clumsy way.
Rather than develop a new car from the wheels up, as BMW did with Rolls-Royce, or cleverly use the underpinnings of an existing model like the Audi A8 for a new Bentley, Mercedes took an aging S-class chassis and plopped an absurdly elongated body on it. A top-of-the-line auto was born: more than 20 feet long with all the grace of an Airstream trailer.
The next piece of business was to find a name for this ungainly creation. Borrowing a patina of history and heritage, Mercedes decided to name it after a German engineer named Wilhelm Maybach, who had produced a line of limousine-size cars in the '20s and '30s. He later collaborated with Graf Zeppelin to design and produce engines for the airships that bore his name. Mercedes toyed with the name "Maybach Zeppelin" but sensibly decided the blimp connection might not be a positive one.
