Daimler presented a luxury concept car at the 1997 Tokyo Motorshow. A production model based on it was introduced in two sizes – the
Maybach 57 and the Maybach 62, reflecting the lengths of the automobiles in
decimetres. In 2005, the 57S was added, powered by a 6.0 L V12
bi-turbo engine producing 450 kW (603 hp) and 1,000 N·m (738 lbf·ft) of torque, and featuring various cosmetic touches.
To promote the new Maybach line, Mercedes-Benz engaged figures such as Maybach heir
Ulrich Schmid-Maybach and golfer
Nick Faldo, to serve as
brand ambassadors.
[3]
Initially, Daimler-Chrysler predicted annual sales of 2,000 worldwide with 50 per cent coming from the United States; however, these expectations never materialized.
[4][5] In 2007, Mercedes bought back 29 US dealers, reducing the total from 71 to 42.
[6] In 2010, only 157 Maybachs were sold worldwide, compared to 2,711 similarly priced Rolls-Royces.
[7] Just 3,000 have been sold worldwide since the brand was revived in 2002.
[8]
Daimler announced in November 2011 that Maybach would cease to be a brand by 2013 and manufactured the last Maybach vehicle in December 2012. This was because of poor sales.
Revival
The company announced that the line would be replaced by the next-generation of the Mercedes-Benz S-Class,
Model W222, due for the 2014 model year, particularly the
long wheelbase S-Class Pullman. An executive told a Frankfurt newspaper that "Daimler came to the conclusion that the sales chances for the Mercedes brand were better than that of Maybach.
