Monday, 28 November 2011

Daimler to axe luxury cars subsidiary Maybach

This is a good example of a Corporate level strategy. Daimler deduced that the performance of the Mayback SBU was not at the expected level and decided to withdraw. The figures for this decision are very interesting, the sales were only 20% of the target set.
Another very interesting point is that Daimler is going to re-enter the luxury end of the market with a new strategy: 'the firm is expected to target the low-priced section of the luxury market' which could be linked to the price leadership generic strategy even at the luxury market.

Daimler to axe luxury cars subsidiary Maybach

German industrial group Daimler is preparing to disband its ultra-luxurious Maybach car marque.
The decision follows almost a decade of trying to make Maybach a profitable rival to Rolls Royce and Bentley.

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