Daimler AG has officially called it quits on the grand plan to create a luxury car brand to rival the likes of the vaunted Rolls-Royce and Bentley. The German maker has “discontinued” production of all Maybach products.
The question is whether anyone other than the media will notice. Despite its most ambitious efforts, the Maybach marque barely generated 10% to 20% of the sales the maker had ambitiously anticipated, apparently leading Daimler to pull the plug even earlier than originally expected.
The end came almost exactly a decade after Maybach made its splashy U.S. launch, a helicopter sent to pluck the first of the massive vehicles off the QE2 ocean liner as it entered the Hudson River and deliver the sedan to a media introduction in New York City.