Mercedes launches new ultra-luxury brand; to be called Mythos

Mercedes Benz has announced the launch of its new ultra-luxury brand named Mythos. The Mythos will cater to collectors as well as the ultra-luxury segment that sits above its Maybach brand. These will include the future flagships from their range going ahead.

The Mercedes SL will receive a Maybach version soon

This is a part of a move by Mercedes to shift their focus to their higher-end products which are seeing a vast increase in sales and profits. They claim to have allotted more than 75% of the investments to their Top-end and core luxury segments for the same. The next products to roll out under this strategy would be the 2023 Mercedes E Class as well as a new EV specifically developed on the EVA2 platform for China. They also announced their plans to introduce the EQS which will be their full-size EV SUV sitting above the EQE in the lineup along with a Mercedes-Maybach version of the SL.

Mercedes-Maybach S Class Limited Edition by Virgil Abloh

Furthermore, the Mythos brand will contain limited-edition and one-off collectibles. They will have limited production runs and will only be available to purchase through invite. The first one of these will be the recently unveiled Limited Edition Maybach by Virgil Abloh of which only 150 units will be produced. With this, they aim to enter the market which currently is occupied by rivals such as Rolls Royce, Ferrari, Bentley etc.

Mercedes also plans to boost its profitability with this move and hence is taking steps such as bundling of individual options into packages to make production more efficient and increasing direct retail sales to as much as 80% by 2025 in Europe.

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