Mercedes Unveils Exclusive New Brand That Is More Luxurious Than Maybach
Mercedes is ditching entry-level models to go further upmarket with a highly-limited, high-profit Mythos subbrand.
Written by Allison Stone
Reviewed by Kathleen Flear
Luxury German automaker
Mercedes-Benz
is upping the ante with another sub-brand, this one even more extravagant than the beloved Maybach
line. The Mythos series will be a line of super limited, highly desirable vehicles based on already-existing models. The brand also announced an expansion of the Maybach model line, which will create a super luxurious version of the new 2022 Mercedes-AMG SL roadster. These announcements come in tandem with a press release from Mercedes-Benz that the brand intends to become the world’s most valuable luxury brand.
Trying to demystify Mythos
So, what exactly will the new subbrand, which will sit above even the highest tier of Maybach, look like? We don’t know much yet, as Mercedes-Benz has yet to release more than a teaser image of the Mythos logo, but here’s what we know from the official press release.
“Every car of the MYTHOS series will aim to earn its place alongside the brand's historical pantheon of greats,” said the
press release
. Ola Källenius, chairman of the board of management of Mercedez-Benz Group went on to explain the brand’s new strategy, "Most luxury companies build their portfolio on the basis of one or two true icons. Mercedes-Benz has the good fortune to have multiple iconic products and brands at the upper end of its portfolio – such as the S-Class, the SL, the G as well as the AMG and Maybach brands,” said Källenius. “We see great potential here to expand our Top-End portfolio with even more fascinating products for our customers."
Again, not too many concrete details but it appears Mercedes is more committed than ever to creating high-end luxury cars.
Mercedes is downsizing to go upmarket
While collectors will surely be thrilled to hear about the new Mythos series, fans of Mercedes-Benz entry-level luxury models might be disappointed with the brand’s reconfiguring. Mercedez-Benz is reducing the number of model variants in its entry-level segment from seven to just four, but with that will come big upgrades to the onboard technology.
With many automakers
struggling to meet demand
, particularly for popular and affordable mass-market vehicles, Mercedes' pivot to the ultra-elite could be a seriously smart move. The brand will still be able to rake in high-margin profits while paring down its production numbers overall. Start saving now if you want to afford a Mythos
More detailed information about the Mythos subbrand has yet to be released, but you don’t have to wait to start saving on your car insurance plan.
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4.7
