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Mercedes-Maybach had plans to entertain a strange niche that tries to cover middle ground between elegant sedans and popular SUVs, but now the project has been shelved to save costs. The loss––or sparing, depending on your perspective––wouldn't have been felt by many anyway, as the odd new Maybach was going to be offered exclusively in China.



The model was first previewed by the Vision Mercedes-Maybach Ultimate Luxury concept all the way back in April 2018, though it wasn't originally supposed to reach production, and instead was meant to be a design study for the luxury brand. However, reports surfaced in 2020 pointing to a change in plans with a 2025 production date––this might have resulted from high consumer interest in China.


Now that the launch is only a year away, German publication Handelsblatt reports that Mercedes has shied away from the very niche project. The report cites three insider sources, who suggest the company was mostly concerned with costs.



The Vision Mercedes-Maybach Ultimate Luxury concept revealed in Beijing featured a set of four electric motors, producing a combined 750 hp and working with a 80 kWh battery pack to enable a middling 200-mile range. Considering that the concept used EV technology that is now six years old, Mercedes planned for the production version to ride on the EVA2 platform that currently underpins the midsize EQE sedan and SUV. With that said, this model very likely would have worn the EQE moniker, offering a third body style for Chinese customers only.


The death of this China-exclusive Maybach is likely part of Mercedes's recent moves to scale back its EV transition strategy, as the brand has noticed consistently strong sales for its gas and hybrid models while demand for fully-electric vehicles falls behind.


Image Credits: Mercedes-Maybach
Report
Mar 12, 2024
 •

Mercedes-Maybach Pulls The Plug On Its Electric "Sport Utility Sedan"

The awkward sedan/SUV mashup was supposed to go on sale exclusively in China.

Mercedes-Maybach had plans to entertain a strange niche that tries to cover middle ground between elegant sedans and popular SUVs, but now the project has been shelved to save costs. The loss––or sparing, depending on your perspective––wouldn't have been felt by many anyway, as the odd new Maybach was going to be offered exclusively in China.



The model was first previewed by the Vision Mercedes-Maybach Ultimate Luxury concept all the way back in April 2018, though it wasn't originally supposed to reach production, and instead was meant to be a design study for the luxury brand. However, reports surfaced in 2020 pointing to a change in plans with a 2025 production date––this might have resulted from high consumer interest in China.


Now that the launch is only a year away, German publication Handelsblatt reports that Mercedes has shied away from the very niche project. The report cites three insider sources, who suggest the company was mostly concerned with costs.



The Vision Mercedes-Maybach Ultimate Luxury concept revealed in Beijing featured a set of four electric motors, producing a combined 750 hp and working with a 80 kWh battery pack to enable a middling 200-mile range. Considering that the concept used EV technology that is now six years old, Mercedes planned for the production version to ride on the EVA2 platform that currently underpins the midsize EQE sedan and SUV. With that said, this model very likely would have worn the EQE moniker, offering a third body style for Chinese customers only.


The death of this China-exclusive Maybach is likely part of Mercedes's recent moves to scale back its EV transition strategy, as the brand has noticed consistently strong sales for its gas and hybrid models while demand for fully-electric vehicles falls behind.


Image Credits: Mercedes-Maybach

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Mercedes-Maybach Pulls The Plug On Its Electric "Sport Utility Sedan"

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