Mercedes-Benz launches Mythos collectible car brand

The first Mythos model will be an open-roof speedster based on the recently unveiled SL-Class.

Published On May 20, 2022 12:49:00 PM

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Mercedes-Benz has introduced Mythos, a dedicated brand for "highly exclusive collectible cars", as part of its push to boost top-end vehicle sales by 60 percent from 2019 to 2026. The German firm announced that Mythos will produce low-volume special vehicles for "the most dedicated enthusiasts and collectors of Mercedes-Benz". The Mythos brand will be a similar line of collectible vehicles like Ferrari's Monza line-up.

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

A preview image shown by Mercedes-Benz suggests that the first Mythos car will be an open-roof speedster based on the new Mercedes-AMG SL, likely positioned as a rival to similarly conceived creations from Aston Martin, Ferrari and McLaren. Mythos will in effect sit above Maybach in terms of Mercedes' brand portfolio.

Profit through luxury

"Most luxury companies build their portfolio on the basis of one or two true icons," Mercedes CEO Ola Kallenius said. "Mercedes-Benz has the good fortune to have multiple iconic products and brands such as the S-Class, the SL, the G-Class as well as the AMG and Maybach brands."

Mercedes-Benz is aiming for an operating margin of 14 percent by the middle of the decade and plans to support that by diverting 75 percent of its overall investments to development of these higher-margin cars.

Like many manufacturers, it has prioritised the production of more expensive models throughout the ongoing supply-chain crisis, with a 30 percent uptick in demand for range-topping models. This helped increase its revenue by 9 percent last year, even as production volumes dipped by 5 percent.

The future is luxurious

Mercedes-Benz said that it will, henceforth, focus on three distinct categories – top-end luxury, core luxury and entry luxury. Top-end luxury comprises 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.

A crucial component of this new strategy will be 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. There will also be a Maybach version of the SL, and a new Maybach coupe, which is likely to be based on the upcoming AMG GT.

Entry-level models not a priority

Mercedes-Benz said it's still evaluating an expansion of the G family beyond today's G-Class. In 2024, it will launch an electric version of the luxurious 4x4, badged the EQG.

Core luxury refers to the higher-volume Mercedes-Benz C-Class and E-Class models, the latter of which will enter a new generation next year and "point the way forward for the segment".

The shift towards more luxurious products has had significant implications for entry-level Mercedes-Benz models, which Kallenius alluded to earlier this month by suggesting that the brand would "rather be looking up than down".

Mercedes-Benz will cull its line-up of entry-level models from seven to four "while significantly elevating the technological substance of these products".

The first compact EV atop the new MMA platform, arriving in 2024, will set the tone for a reinvention of this part of the line-up.

It's unclear exactly which models will be axed as part of the revamp, but a recent silhouette image hinted at a new entry-level four-door coupe in the mould of the CLA.

Mercedes-Benz in India

The Stuttgart-based carmaker launched the 2022 C-Class this month, and the updated Mercedes-Maybach S 580 in March. Globally, it is gearing up to launch the new GLC and the Mercedes-AMG C 43.

What are your thoughts on Mercedes-Benz betting big on luxury? Let us know in the comments.

Also see:

2022 Mercedes Benz C Class: Tech review