Maybach to continue … for now

Rolls-Royce rival Maybach looks set to tick over for some time yet, despite dismal sales around one-fifth of original expectations.

The chairman of Daimler and head of Mercedes-Benz passenger cars, Dr Dieter Zetsche, says the most expensive brand in the Daimler stables will continue as is.

Despite lingering rumours the brand is ultimately doomed, Dr Zetsche says it is viable with global sales of only a couple of hundred a year.

"What we are doing there today [sales wise] is sustainable," says Dr Zetsche. "Customers are very happy, the car is a great car."

He says that during the financial crisis Maybach "was not our number one priority", although he hints there may be changes coming to revitalise the two-model lineup that includes the million-dollar 57 and 62 Mercedes S-Class-based sedans (the 57 is 5.7 metres long and the 62 6.2 metres long).

"We are in the early stages and without any short term decisions evaluating options which potentially could be expansive or maintaining what we do. That is open but that's something we can look at very relaxed."

He says updates will be made to ensure the twin-turbocharged V12-powered Mayback meets stricter emissions regulations.

"We have things started which will make sure the current vehicle can stay in the market through new developments."

He says Daimler is "totally relaxed" about the future of the brand.

Recent reports suggested Maybach was working on a new model, but at the Paris motor show there was another version of the Mercedes-Benz-based sedan that's struggled to gain traction against a more dominant Rolls-Royce.

Designed to prove Mercedes-Benz could take on BMW-owned Rolls-Royce with a million-dollar luxury car, the Maybach brand was revived in 2002 before arriving in Australia in 2004.

In six years the brand has sold just 13 cars, the last in 2009.

Since its inception it never achieved its hoped 1000 global sales annually and has consistently been beaten in the sales race by an expanding Rolls-Royce range.

However, despite rumours of its demise Mercedes-Benz has persisted with the brand.