Mercedes-Benz will reintroduce the Maybach brand at the Guangzhou Auto Show in November to appeal to the ultra-wealthy in both Asia and the United States, according to Reuters.
Discontinued in 2012, the custom Maybach limousines struggled to sell with its $380,000 price tag and bespoke designs. In fact, only 200 were sold in 2011.
The new Maybach, which will compete with models from Bentley and Rolls Royce, will be built on the Mercedes S-Class limousine chassis with its wheel base extended by 20 centimeters, making it the longest limousine offered by Mercedes. The price will be approximately $450,000.
Mercedes believes it will have better success with the Maybach brand this time due to the growing number of millionaires worldwide, which has grown by nearly 2 million since mid-2012. Currently, there are 98,700 individuals with over $50 million in assets each. Furthermore, global wealth is expected to increase by 40% to $334 trillion by 2018, according to the World Wealth Report by Credit Suisse.
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