Detroit Auto Show: Maybach on the Bubble

by David Kiley (RSS feed)
Jan 12th 2011 at 8:03PM

Daimler CEO Dieter Zetsche said this week that the company will decide by year-end the fate of its super-luxury Maybach division.

The line of cars, meant to compete against the likes of Bentley and Rolls-Royce, has seen its business wither during the economic downturn. "The success or failure of Maybach hardly shows up on our results, but it is something I want to have a decision on by year-end. And everything is on the table," said Zetsche. "Killing it off? "Everything is on the table," Zetsche repeated.

The Financial Times recently reported that Daimler was in talks with British automaker Aston Martin about developing future Maybachs. Such ventures are also among the possibilities.

Maybachs, which start at $366,000, according to Edmunds.com, have been popular with some pro athletes and hip hop moguls. Jay-Z and Russell Simmons are among owners. Jay Leno owns one as well. Golfing great Nick Faldo has been among the brand pitchmen.

The current lineup of Maybachs includes the Maybach 57 and 57S, Maybach 62 and 62S, and the Landaulet.
The Maybach name first hit the boulevards in 1919, but was discontinued when World War Two broke out. Daimler-Benz ought what was left of the company in 1960.

The current-day Maybach made its debut at the 1997 Tokyo Auto Show at the height of the dot-com economy, and went on sale globally shortly thereafter.

Last year, Maybach sold 63 cars in the U.S.

Tags: detroit auto show 2011, Dieter Zetsche, maybach, North American International Auto Show