Monday, December 5, 2011

RIP, Maybachs

Posted By on Mon, Dec 5, 2011 at 5:00 PM

My goal in life was to get enough wealth stacked up to buy myself a Maybach and roll around Tucson like the blogging Diddy Dirty Money of the Old Pueblo, but I guess that's not going to happen now. I really just weep for the rappers who have to try to figure out how to work Lamborghini in to their raps as a brand replacement (at least two tracks on Jay Z's Black Album reference the brand, for example). Rick Ross has to rename his label, for pete's sake. Times really are tough:


Ending almost a decade of losses, Daimler is shutting down its super-luxury Maybach brand. It would not make sense to develop a successor model," chairman Dieter Zetsche said to the German newspaper Frankfurter Allgemeine Zeitung. "The coming S-Class is in such a way a superior vehicle that it can replace the Maybach."

Zetsche will be glad to wipe his hands of Maybach (pronounced MY-bock). It was one more embarrassment — like the money-losing Smart car and the failed Chrysler merger — left over from the reign of his grandiose predecessor, Juergen Schrempp. Maybach has been hanging around for years while Zetsche, who clearly had little respect for the brand and dismissed it as financially inconsequential, dealt with more pressing problems.

The Maybach epitaph will not be a not pretty one. It was a remarkably cynical effort by Daimler to use the halo of its Mercedes-Benz brand to justify prices of $350,000 to $1.4 million for an inferior automobile wrapped in a glitzy package. Maybach strived for a prestige that it tried to ground on price alone. The wealthy figured it out in a hurry and stayed away in droves. Appearances to the contrary sometimes notwithstanding, the top 0.0001% didn't accumulate all that money by being stupid.

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