Mercedes-Benz, the German luxury carmaker, has reportedly announced the launch of Mythos, a luxury brand solely dedicated for extremely exclusive collectible automobiles. The move comes as part of its efforts to push sales of high-end vehicles by 60% between 2019 and 2026.
Mythos, which was officially announced as part of Mercedes-long-term Benz's product strategy, would develop low-volume special automobiles for the most ardent Mercedes-Benz collectors and enthusiasts.
According to a teaser image released by Mercedes, the initial Mythos collectible will likely be an open-roof speedster based on the latest Mercedes-AMG SL, apparently targeted as a competitor to Ferrari, Aston Martin, and McLaren's similarly imagined products.
With respect to Mercedes' brand portfolio, Mythos will effectively be above Maybach.
Ola Källenius, Mercedes CEO, stated that most luxury firms develop their product range based on one or two true icons. The luxury carmaker has had the opportunity of having a number of classic brands and products at the top of its lineup, including the SL, S-Class, G-Class, as well as the Maybach, and AMG brands.
Källenius added that a lot of possibilities can be seen here to provide even more interesting products to the top-end inventory for consumers.
Mercedes hopes to achieve a great financial result even when under more competitive market conditions by focusing on its most premium, highest-margin models.
It plans to achieve a 14% operating margin by the middle of the decade, with 75% of its entire spending going into the advancement of these higher-profit vehicles.
All across the ongoing supply-chain problem, the carmaker has prioritized the development of more premium models, with a 30% jump in demand for top-of-the-line models contributing to fuel a 9% revenue growth last year, despite a 5% drop in production numbers.
Mercedes-Benz has announced that it will henceforth concentrate on three different car segments: top-end luxury, entry-luxury, and core luxury.
Mercedes-Benz will reduce its entry-level model portfolio from seven to four, substantially boosting the technological quality of these cars.
In 2024, the first compact EV based on the latest MMA platform will set the course for a reimagining of this part of the lineup.