mercedes. The brand goes upmarket and creates its Mythos brand

Mercedes announces to go upmarket with fewer and more high-tech compact models on the one hand and a more developed luxury car range on the other. Maybach will especially tackle SL. And a number of very limited series called Mythos will be inaugurated by a speedster.

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MaxK

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Mercedes will focus on the top of the range and in particular develop its Maybach offering.

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The climate emergency situation, stricter standards, electrification, changes in use and industrial crises (pandemic, shortage, etc.) are costing car manufacturers dearly. But what they are looking for is always more profit. Given this development, the race for quantities is over. From now on, the strategy to be profitable is to increase the margin per. produced vehicle. Sell ​​less but more expensive is a colossal challenge for generalist brands, but others can rely on a prestigious image to justify it. This is especially the case for Mercedes, which today announces a clear jerk in the upmarket for the next few years.

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By 2030, Mercedes will have become 100% electric in certain markets.

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A less accessible entry-level

Currently, Mercedes offers seven compact models (4- and 5-door A-Class, B-Class, GLA, GLB, CLA and CLA Shooting Brake). But this premium access offer will soon be history for the star brand. For its renewal, the manufacturer will reduce this family to four models and these will be placed more exclusively than their predecessors. Mercedes is particularly focusing on cutting-edge technological content, in particular the use of the future MMA platform and the next version of the MB.OS operating system for electric cars, which will be launched from 2024. Their development will benefit work on the EQXX prototype.

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Mercedes compact sedan teaser

First look at an “entry-level luxury” sedan announced for 2024.

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Rise of luxury at Mercedes

Opposite spectrum, Mercedes will devote more than 75% of its investments to the most exclusive segments, where margins are highest. The company wants to increase their share of sales by 60% compared to 2019, enough to aim for an operating margin of 14% across all its activities. ” In 2021, sales of the Mercedes S-Class increased by 40%, while Mercedes-AMG and Mercedes-Maybach also set new records. Mercedes-Benz plans to utilize its firepower even more efficiently in a growing luxury market “, Announces the manufacturer. The next E-Class, confirmed in 2023, will provide a first glimpse of this movement in the luxury market.

SL wants its Maybach version

The range of S models, but also G will therefore develop with Maybach and AMG, including on the side of electric cars brand EQ, as Mercedes intends to become a “zero emission” brand by 2030 in the most suitable markets. The next illustrations will be the Mercedes-Maybach EQS SUV but also a Maybach version of the new Mercedes-AMG SL. Special series will multiply, beginning with the S-Class Maybach designed with stylist Virgil Abloh just before the latter’s untimely death. The limousine is only produced in 150 copies. The outlets dedicated to the most luxurious subsidiaries of Mercedes will also multiply. Like the AMG Store in Dubai, a Maybach Atelier will soon open in Shanghai.

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Mercedes-Maybach SL teaser

Mercedes announces a Maybach version of its SL roadster.

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A new ultra-exclusive Mythos series

Mercedes will not stop there and will go further than its existing model families to move exclusively. A new series of vehicles called Mythos will see the light of day, in an approach similar to the Icona models at Ferrari (We also remember that a 1989 Ferrari concept car signed Pininfarina was called Mythos). These will indeed be very exclusive vehicles produced in small series ” exclusively for the most committed Mercedes-Benz enthusiasts and collectors “, according to the manufacturer of Stuttgart. And to add: Each of the cars in the Mythos series will aim to win its place in the brand’s pantheon of historical glories. “. The first Mercedes in the Mythos series will be a speedsterof which only a “teaser” image has been revealed at the moment.

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Mercedes Mythos speedster teaser

The Mythos series will be inaugurated by a speedster, which here is the first preview.

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