Mercedes-Benz sees huge growth potential for the Maybach, AMG and G-Class brands and wants to step up the development of electric propulsion for them.
Mercedes-Benz is the most valuable luxury car brand in the world, according to Interbrand. But it also has several sub-brands that have great development potential: AMG, Maybach and G-Class. The new strategic plan envisages moving these sub-brands to a new level of development.
One of the directions is electrification. AMG is set for the next level with high-performance electrification, starting in 2021. Its links with Formula 1 will also intensify next year, to reflect its identity as Mercedes ’high-performance sub-brand.
Maybach will continue its global expansion and electric versions will be developed. This means that just as there is the Maybach version for the S-Class with thermal engines, there will be a maybach version for both the Mercedes EQS and the Mercedes EQ GLS.
Demand for the legendary G-Class exceeds current production capacity. And in the case of the G-Class, Mercedes is thinking about electrification.
According to a study published by Mercedes, last year there were 52 million people in the world who had an available cash of over 250,000 USD per year and their number will increase to 95 million in 2030. Most of them are in the US: 26 million in 2019 and their number will reach 45 million in 2030.
Mercedes has repositioned its luxury subbrands. In the center is the Mercedes brand that represents Modern Luxury.
Then AMG stands for Performance Luxury, and AMG for Sophisticated Luxury. G-Class designates Adventurous Luxury and the EQ sub brand Progressive Luxury.
AMG sales increased dramatically almost seven times from 2011 to 2019, from 17,000 units to 113,000 units.
At the same time, G-Class’s sales increased five times from 6,000 in 2011 to 32,000 in 2019, G-Class’s production capacity being at its peak at this time.
Also after giving up the Maybach brand and incorporating it as a subbrand in the Mercedes range, sales increased from 9,000 in 2015 to 12,000 in 2019. Every seventh S-Class is a Maybach.