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When Mercedes uber expensive Maybach line was launched in 2001 there were 71 dealers in the U.S. with a total sales goal of 600 units per year. Today according to Automotive News there are only 42 dealers left.
The other 29 dealers handed over their franchises due to disappointing sales. Sales last year only totaled 146 units. Most of the dealers that were closed lost most of their investment in the brand although Mercedes has stated that they will receive some sort of compensation. One dealer said that the seven cars he sold over five years was not enough to justify the costs for the studio, demo car and spare parts on hand.
Is this the beginning of the end for Maybach?
Full Story: Motor Authority
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Comments (8)
life is difficult:
first they went almost broke by listening to the engineers, now they almost go broke by listening to the marketeers
Posted by rene | October 2, 2007 8:02 AM
Posted on October 2, 2007 08:02
It seems to me that having a dealership for this type of car is pretty much guaranteed to be a money pit. I mean, I know someone who owns a Bentley Arnage and he didn't buy it after browsing around at a dealership...
Posted by Jason Litka | October 2, 2007 10:52 AM
Posted on October 2, 2007 10:52
Kinda hard to sell a car no one can afford.
Posted by Mark | October 2, 2007 12:51 PM
Posted on October 2, 2007 12:51
First, Maybach needs to be more expensive, not less. There are plenty of people who can afford it, but one thing hurts sales more than anything: rap artists buying the car. Now it hurts Maybach none at all that Jay-Z or LA Reid or Diddy or Damon Dash would drive a Maybach: that is the cars target audience, the Executives. But when T Pain or Plies, fresh-faced rappers who have not had the same lives as those who really had to build to come up in the game (whatever game it is they play, finance to hip hop even), then the car looses its image. It becomes a item of "bling," not one of status and it tells little of ones journey through life anymore.
An Executive who started out an Associate and moved up to the top would much rather have an S-Class or Maserati sedan than a Maybach anymore. And it does not help that the Type 57 and Type 62 both have not changed styling in the what, 7 years they have been on the market? Also, the drivetrains are the same even. Where as once a Maybach was seen as more than the King of Mercedes, now its more like "eh, it has a somewhat bigger looking interior than an 07 S-Class." And really, the S-Class looks better.
In other words, for the few people who can afford these cars (the sales goals should still be more like 200 a year for the whole brand), there is little reason to buy more than one of them. And if thats not bad enough, why are there options on this car that are options on cars that are cheaper than it?
Everything on the S-Class should be standard on a Maybach. I mean, that just makes sense doesn't it?
Posted by Allen | October 2, 2007 1:15 PM
Posted on October 2, 2007 13:15
Never really been an attractive design, and poorly proportioned considering the price. If I had that kind of money I'd much prefer a Bentley Continental GT or the like. The Mayback looks to me like an oversized Hyundai from the late 90's.
Posted by WS | October 2, 2007 2:44 PM
Posted on October 2, 2007 14:44
it's a triumph of common sense over vulgarity. lets hope it gets discontinued before the end of the year
Posted by Bill | October 3, 2007 9:24 AM
Posted on October 3, 2007 09:24
The two tone paint job looks UGLY and too flashy for Executives; no wonder the RAPPERs take this car. 7 sales in 5 years? wow what a joke. Might be better to just have a My-be-atch dealer within a Mercedes dealership.
Posted by tk | October 3, 2007 6:01 PM
Posted on October 3, 2007 18:01
These are the things that makes a job in marketing very short. Where did they come up with 600/year? is it what the CEO wanted to hear or real number someone derived from demand of such a car? I have only seen two on the road so far and that is in the Mercedes capital of the world.
Posted by www | October 10, 2007 12:14 AM
Posted on October 10, 2007 00:14