Daimler is raising the prices of its slow-selling Maybach line by 1% when the rational move would have been to drop the prices of its struggling models. The 2012 Maybach 57 has a starting price of $379,050 (an increase from its $375,200 price tag in 2011). The 57 S is priced at $418,950 (a climb from $414,700). The 62 has a starting price of $430,450 (from $426,200 in 2011) and the 62 S has a price tag of $470,350 (from $465,700).
The Landaulet, with a price of $1.38 million, is the only model that hasn’t had its price changed. All of these prices exclude a destination charge of $2,750. Of course, a 1% increase won’t discourage someone who’s capable of spending $400,000 on a car but then, it isn’t likely to result to much profits for Daimler too.
In 2010, only 157 cars were sold. If 200 Maybachs are sold next year, this would mean an average increase of about $4,500 and would add just $900,000 to its earnings.
The problem is that if it loses potential customers to rivals like Bentley or Rolls Royce, Maybach would record a loss of revenue on the deal. Observers don’t think Maybach would be around for long anyway. The price increase won’t make much of an impact at all as it would take a miracle to save the brand.