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Mercedes launches Mythos sub-brand for ultra-exclusive cars

The new Mythos Series will be positioned above the Mercedes-Maybach line-up.

Mercedes-Benz has announced the launch of a new sub-brand, called Mythos. The new Mythos sub-brand will produce low volume special vehicles for "the most dedicated enthusiasts & collectors of Mercedes-Benz". The introduction of the new sub-brand is to help boost Mercedes-Benz's top-end vehicle sales by up to 60% between 2019 & 2026.

The new Mythos Series will be positioned above the Mercedes-Maybach line-up. The first product from the new Mythos Series is said to be an open-roof speedster model based on the Mercedes-AMG SL. The new Mythos speedster will rival similar products from Aston Martin, Ferrari & McLaren.

Mercedes-Benz stated that it will be prioritising the production of expensive models and is aiming for an operating margin of 14% by the middle of this decade. The company will also be diverting 75% of its overall investment towards the development of these higher-margin luxury vehicles.

Mercedes-Benz also stated that going forward, it will be focusing on three distinct categories. The first of these categories is top-end luxury consisting of AMG, Maybach, the most expensive EQ-badged EVs and all derivatives of the S-Class, GLS & G-Class. The second category is core luxury, which consists of the C-Class and E-Class models and their derivatives. The third category is entry-luxury and will consist of four models. However, the exact offerings are unclear at this moment.

 
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