AMG, Maybach and G-Class sub-brands amalgamated into a new luxury group

In an effort to streamline marketing costs and increase high-margin sales, it has been reported that Daimler will create a new luxury group consisting of the sub-brands AMG, Maybach and G-Class. The official announcement could be made in September at the Munich auto show.

According to Autonews Europe, current AMG Boss Philipp Schiemer is expected to chair the new group, which, thanks to AMG, Maybach and the G-Class portfolio, will be able to compete with performance cars, luxury cars and off-road vehicles.

Strengthening the sub-brands is an important pillar of the Mercedes-Benz strategy,“Said a spokesperson for Daimler in an interview with Automobilwoche. “We will not only maintain the independence, strong identities and evolved corporate cultures of individual brands, but also develop and refine them further. Currently, we are in the process of designing it and assessing the potential in the different areas.

This restructuring comes at a time of change for Mercedes-Benz. As for AMG, the performance division expects its first electrified model to debut this year (with a US market launch in 2022). Maybach has just launched the new Mercedes-Maybach S-Class, which is said to be a direct rival to the Bentley Flying Spur. The German automaker has sold more than 60,000 Maybach-brand S-Class sedans around the world over the past six years.

As for the G-Class portfolio, we expect Mercedes to unveil a fully electric version of the G-Wagen, likely dubbed the EQG.

To clarify, a new luxury group made up of these three sub-brands / divisions is unlikely to affect product development in any way that could impact consumers. Bringing them together is strictly a business decision, with potentially positive financial repercussions.

Daimler also plans to expand the agency sales model in several European countries after receiving positive feedback from agency model pilot projects in Sweden and South Africa. Here the aim is to implement a more streamlined and digitized sales and distribution process in Europe and Australia.

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