Mercedes-Benz goes one step further into the luxury segment with the new ultra-luxury Mythos sub-brand. Mercedes made the announcement when announcing the new company strategy. But what will Mythos be, in fact?
The premium carmaker will be ditching the low end of the lineup in order to shape up for a one-on-one rivalry with the likes of Rolls-Royce. Premium seems not to be enough anymore for the Germans that are tending to become a fully-fledged luxury company. Mercedes points out the 40 percent increase in the S-Class sales last year, with the Mercedes-Maybach S-Class making headlines in terms of customer preferences.
The double-M badging has extended from the S-Class to the G-Class, the GLS, EQS and EQS SUV. But luxury is contagious, as a Mercedes-Maybach SL will also hit the dancefloor next year.
And Mercedes will not stop here. The Maybach by Virgil Abloh, that will only roll off the assembly lines in limited numbers (150 units only) will come under the Mythos Series. The sub-brand will be an ace to play only for the collectors who can afford to pay that much money for the special editions.
Mercedes also teases another Mythos model and that looks like an SL-based Speedster.
The carmaker is going big after having decided to ditch the opposite end of the lineup. Compact cars are an endangered species and Mercedes is not planning on providing any special protection. That is why the A-Class, B-Class and CLA Shooting Brake are probably living their last months on the market. With an ever-increasing demand for crossovers, the GLA and the GLB seem to have passed the test of popularity.
What Mercedes calls its Core Luxury is represented by the C-Class and the E-Class, the electric EQE and EQE SUV, but also by the cars that will be built on the new MB.EA architecture. It is a platform that the company is working on for medium to large vehicles. There will also be an AMG.EA. As the name implies, this will be available for high-performance models.
The new-gen business sedan E-Class will be coming next year. Meanwhile, the Mercedes-Maybach, the EQS and EQS SUV, the S-Class, G-Class and GLS receive the Top-End Luxury badge.
The most profitable market segments will see an allocation of more than 75 percent of the total investments. Mercedes is thus targetting to make the top-end vehicles’ popularity skyrocket with a 60 percent increase by 2026 compared to 2019.