Myth: Mercedes-Benz announces luxury and collectible sub-brand

Mercedes-Benz will have a new sub-brand that will focus specifically on developing exclusive cars for collectors and enthusiasts of the brand. The brand named Mythos will be placed above the luxury chain already Maybach.

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The manufacturer did not provide further details about the aesthetics and materials used in the new brand, but did show a teaser that the first project would be something like New Mercedes SL Speedster.

Mythos is part of the automaker’s strategy to increase investment in high-end products. According to the company, revenue from high-end models is expected to increase by 60%.

It was also announced that 75% of the manufacturer’s investment will be allocated to this specialty, which will therefore affect the decrease in incomes and the release of high-volume vehicles.

In this sense, Mercedes has presented a scheme in which it divides its range into three segments. The first matches the input options. Included in this division are models such as class A (hatch and sedan), CLA, Class B, GLA, GLB, plus EQA and EQB. The brand said it would reduce that division to four cars, but did not specify which ones would be discontinued.

The second segment is called Core Luxury, which represents the company’s core sales. It consists of models that provide the largest sales volume in the world. This is the case of Class C, Class E, GLC and GLE, for example. The next editions of this section should cover cars and electric models based on the new EVA2 platform, which was developed specifically for the China market.

Finally, the third and final part is devoted to models with the most advanced luxury technologies, of which the Mythos series is a part. Plans include expanding special editions such as the Maybach by Virgil Abloh and the S-Series Haute Voiture Maybach.

AMG is included in this latest model division, called Top-End Luxury. It also includes cars such as the G-Class, SL, S-Series and their derivatives.