The first Mythos model will be an open-roof speedster based on the SL-Class, which was recently revealed.
Mercedes-Benz has launched Mythos, a dedicated brand for “extremely rare collectible cars,” as part of a 60 percent increase in top-end vehicle sales from 2019 to 2026. Mythos will produce low-volume special vehicles for “the most dedicated Mercedes-Benz enthusiasts and collectors,” according to the German company. The Mythos brand will be similar to Ferrari’s Monza line of collectible vehicles.
- Mythos launched with an aim at building one-offs
- Maybach version of the SL in the offing
- Mercedes-Benz will cull its entry-level model line-up
According to a teaser image released by Mercedes-Benz, the first Mythos car will be an open-roof speedster based on the new Mercedes-AMG SL, likely positioned as a competitor to Aston Martin, Ferrari, and McLaren’s similarly conceived creations. In terms of Mercedes’ brand portfolio, Mythos will effectively sit above Maybach.
Profit Through Luxury
Mercedes CEO Ola Kallenius said, “Most luxury companies build their portfolio on the basis of one or two true icons.” “Mercedes-Benz has the good fortune of having a number of iconic products and brands, including the S-Class, SL, G-Class, AMG, and Maybach.”
Mercedes-Benz wants to achieve a 14 percent operating margin by the middle of the decade, and it intends to do so by devoting 75 percent of its overall investments to the development of these higher-margin vehicles.
Throughout the ongoing supply-chain crisis, it has prioritized the production of more expensive models, with a 30 percent increase in demand for range-topping models. Even though production volumes fell by 5%, this helped the company increase revenue by 9% last year.
The Future is Luxurious
Mercedes-Benz has announced that it will focus on three distinct categories going forward: top-end luxury, core luxury, and entry luxury. All AMG and Maybach vehicles, the most expensive EQ-badged EVs, Mercedes S-Class, Mercedes GLS, and Mercedes G-Class derivatives, and any limited-edition models are considered top-end luxury.
The Maybach version of the new EQS SUV, which was previewed at last year’s Munich motor show and is set to arrive in dealerships in 2023, will be a key component of this new strategy. A Maybach version of the SL will be available, as well as a new Maybach coupe based on the upcoming AMG GT.
Entry-Level Models Not a Priority
Mercedes-Benz said it is still considering expanding the G family beyond the current G-Class. In 2024, it will introduce the EQG, an electric version of the luxury 4×4.
The higher-volume Mercedes-Benz C-Class and E-Class models are referred to as core luxury, with the latter entering a new generation next year and “pointing the way forward for the segment.”
The shift toward more luxurious products has had a significant impact on entry-level Mercedes-Benz models, as Kallenius hinted earlier this month when he said the brand would “rather be looking up than down.”
Mercedes-Benz will reduce its entry-level model lineup from seven to four, “significantly elevating the technological substance of these products.”
In 2024, the first compact EV based on the new MMA platform will set the tone for a reimagining of this segment of the lineup.
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It’s unclear which models will be phased out as part of the redesign, but a recent silhouette image suggested a new entry-level four-door coupe in the CLA’s mold.
Mercedes-Benz in India
Mercedes-Benz debuted the 2022 C-Class this month, as well as the updated Mercedes-Maybach S 580 in March. It is getting ready to launch the new GLC and the Mercedes-AMG C 43 all over the world.