Mercedes-Benz has opted to halt the development of its Vision Mercedes-Maybach Ultimate Luxury, an electric vehicle blending the attributes of a luxury sedan and an SUV, specifically tailored for the flourishing Chinese market.
According to reports from three insiders, initially disclosed to the German newspaper Handelsblatt, the decision to abandon the project stems from the substantial development costs incurred. Mercedes executives reached this resolution several months ago.
Upon reaching out to Mercedes for clarification, the automaker confirmed in a statement that the luxury electric vehicle’s production was deemed financially impractical. Mercedes highlighted its existing range of electric vehicles available in China, asserting coverage across key market segments.
In an effort to streamline operations, Mercedes outlined its decision to shelve the project temporarily, citing the need to minimize complexity. This entails discontinuing plans for a China-specific vehicle based on the EVA2 architecture, at least for the time being.
Originally unveiled at the “Auto China 2018” expo in Beijing, the Mercedes-Maybach Crossover concept merges the opulence of a high-end sedan with the versatility of an SUV, introducing a novel market segment termed the Sport Utility Sedan (SUS).
During its debut in 2018, Gorden Wagener, Chief Design Officer at Mercedes-Benz Group AG, extolled the Vision Mercedes-Maybach Ultimate Luxury as a groundbreaking archetype.
Wagener emphasized the fusion of SUV and saloon DNA, resulting in a contemporary SUV boasting a three-box design. He underscored the vehicle’s timeless allure, aligning with Mercedes-Maybach’s reputation as the pinnacle of luxury.
Initially slated for a 2025 release in China, the Vision Mercedes-Maybach Ultimate Luxury was envisioned to cater to the demands of the world’s largest automotive market.