Having struggled to launch and expand its Smart brand, Daimler might be forgiven for being a bit gunshy about investing in brands other than its globally-recognized Mercedes-Benz marque. And it seems the German outfit is currently agonizing over not just one but two big brand choices on the opposite ends of the automotive spectrum. First, Auto Motor und Sport reports that Daimler’s bosses are still undecided about the fate of the über-luxury Maybach brand, noting
“We have to do this year, because the model cycle is not endless,” Daimler CEO Dieter Zetsche tells Auto Motor und Sport. Here, the decision is open, even though the Maybach models are profitable. “I hope for a positive decision as long as we can create the proper conditions. We have invested heavily in the brand, but that is past. On the other hand, we now enjoy a very attractive profit margin on a per-car basis.”
If there’s one major challenge facing Maybach, Zetsche admits, it’s European emissions standards. Which is where Daimler’s other branding problem comes in…
With BMW throwing its new “i” brand into the EV ring, and Audi fully committing to the “E-tron” sub-brand for EVs, there’s certainly been pressure on Daimler to consider a seperate brand for its electrically-powered vehicles. Thus far, the firm has used “E-Cell” on its electrified SLS AMG, in contrast to the “F-Cell” designation bestowed upon its fuel cell cars. But let’s face it: “E-Cell” is neither particularly distinctive, nor does it particularly distinguish itself from Audi’s “E-tron.” Dr Zetsche, in apparent recognition of the weakness of the “E-Cell” moniker tells AMundS that
We see no advantage to establish a special electric brand. Smart is the car that is intended primarily for urban use, and plays so far in the electric mobility plans an important role. But the brand is not restricted to pure e-drive.
So, to recap: “E-Cell” is a “no,” and Maybach is a “maybe.” The “E-Cell” move is hardly a wildly surprising decision considering Daimler is one of the bigger EV skeptics and fuel-cell boosters (no word on whether the “F-Cell” brand will make its way to a production hydrogen car). TTAC’s crystal ball is still murky on the Maybach issue: we think it should die, but reckon if that decision wasn’t made years ago it probably won’t happen now. I guess we’ll see how the Aston-Martin-designed concept looks before we dismiss Maybach completely.
is that a Chrysler 300 I spy?
No E-Cell seems smart. There can be an electric Mercedes.
I predict Maybach will live on and smart won’t.
Eventually someone will buy up Daimler, if they don’t sink their fangs into another cash rich company.
Personally speaking I can see Daimler buying Aston Martin. Aston and Daimler have been making lots of warm noises to one another recently…..
Mercedes biggest mistake was not trying to buy JLR when it had the chance. 1st it would have got control of the Daimler brand. 2nd it would have got a proper 4×4 brand and third it could have spun Jags off Merc platforms with Jag focusing on Porsche more than Mercedes…. Big error in my opinion not putting a bid in.
+1. Germans have no clue a how design uber-luxury cars, leave it to British. VW and BMW made a right decision and I are happy campers now. There was a chance to buy AM and JLR for cheap and DB blew it. But if Maibach is profitable why they are so concerned. They do not sell it in big enough numbers to be a concern regarding EPA regulations. And please kill Smart and let it RIP.
If there’s one major challenge facing Maybach, Zetsche admits, it’s European emissions standards.
What about that other major challenge: designing an attractive car; one that people with a lot of money might actually want to buy.
I predict Maybach will live on and smart won’t.
I may not agree, 1 maybach costs as much as a dozen of smarts.
maybach never sold in great quantities. maybe selling well in middle kingdom & middle east.
the market was not there for maybach, i am not so sure how it can expand the market share ?
BTW what is the relation of all those Hyundai limos on the photo with the subject? Is there plan Daimler plan to copycat Hyudai for the next Maibach?
Heh. Those aren’t Hyundais, Those are Kia prototypes, part of Kia’s plan for an internal coup that will turn Hyundai-Kia into Kia-Hyundai.
I was kidding about Hyundai. But it looks like Maybach is a Mercedes copycat, or caricature in plain language. What Mercedes did with Maybach is a self-parody which is much more expensive than original and all that despite being built of stale two generation old outdated S-class platform (Hello Chrysler!). At least Hyundai is honest – it make parody to Mercedes but sells it for much less. Wasn’t the purpose of creating Maybach to compete directly with with Hyundai? Then how it costs more than Mercedes? May be Daimler needs just go and buy Hyundai outright, or wait, may be opposite makes more sense – since when you saw Western companies buying Asian counterparts?
I can’t believe people still buy Maybachs
Then again people still buy S65s new. Who knows
The design on a luxury car is essential.
I have no doubt that a Maybach is a terrific car, but beautiful it´s not.