Daimler plans major changes to its luxury brands
The Mercedes-Maybach S-Class is expected to move into a luxury sub-brand. Photos: Dailmer
Mercedes-Benz owner Daimler is set to unveil a new group comprising the AMG, Maybach, and G-Class sub-brands at the Munich motor show in September.
The plan will help streamline marketing costs and is part of Daimler CEO Ola Kallenius' plan on productivity and production with a focus on high-margin sales.
AMG boss Philipp Schiemer is expected to lead the group, according to Automotive News Europe sister publication Automobilwoche.
AMG is Mercedes' performance brand, Maybach is a rival to Rolls-Royce and Bentley, and the G-Class portfolio consists of luxury off-road vehicles.
"Strengthening the sub-brands is an important pillar in the Mercedes-Benz strategy," a Daimler spokesperson told Automobilwoche.
"We will not only maintain the independence, strong identities and evolved corporate cultures of the individual brands, but also further expand and sharpen them."
"Currently, we are in the process of designing it and evaluating the potential in the various areas," the spokesperson added.
The Mercedes-AMG G-Class will be under a
