The Maybach is Gone; Does Anyone Care?

One-Percenters Not Buying Enough to Save the Mercedes-Owned Brand

By Published on .

In October, sales of Daimler's uber-expensive limousine, the Maybach, were down 20% in the U.S. from the previous October.

From five cars, to four.

Credit: Daimler

Even though the $350,000-plus Maybachs aren't what we'd call daily drivers, the brand's parent company was holding off on pulling the plug. But in the stratospheric showroom where Maybach plays with Bentley (owned by Volkswagen) and Rolls-Royce (a subsidiary of BMW), the Maybach was a long-time underachiever. At a price point where even one-percenters are challenged, only about 3,000 of the vehicles were sold since the brand was resurrected a decade ago.

This week the axe fell, when Daimler Chairman Dieter Zetsche told a German newspaper that the brand would be discontinued in 2013. "We came to the clear conclusion that the sales chances for the Mercedes brand were better than Maybach's," he said.

For those who may be waiting for that Maybach or order, there is good news: The existing supply will be delivered until it is exhausted.

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