Daimler's Brand-Aid

Having struggled to launch and expand its Smart brand, Daimler might be forgiven for being a bit gunshy about investing in brands other than its globally-recognized Mercedes-Benz marque. And it seems the German outfit is currently agonizing over not just one but two big brand choices on the opposite ends of the automotive spectrum. First, Auto Motor und Sport reports that Daimler’s bosses are still undecided about the fate of the über-luxury Maybach brand, noting

“We have to do this year, because the model cycle is not endless,” Daimler CEO Dieter Zetsche tells Auto Motor und Sport. Here, the decision is open, even though the Maybach models are profitable. “I hope for a positive decision as long as we can create the proper conditions. We have invested heavily in the brand, but that is past. On the other hand, we now enjoy a very attractive profit margin on a per-car basis.”

If there’s one major challenge facing Maybach, Zetsche admits, it’s European emissions standards. Which is where Daimler’s other branding problem comes in…

With BMW throwing its new “i” brand into the EV ring, and Audi fully committing to the “E-tron” sub-brand for EVs, there’s certainly been pressure on Daimler to consider a seperate brand for its electrically-powered vehicles. Thus far, the firm has used “E-Cell” on its electrified SLS AMG, in contrast to the “F-Cell” designation bestowed upon its fuel cell cars. But let’s face it: “E-Cell” is neither particularly distinctive, nor does it particularly distinguish itself from Audi’s “E-tron.” Dr Zetsche, in apparent recognition of the weakness of the “E-Cell” moniker tells AMundS that

We see no advantage to establish a special electric brand. Smart is the car that is intended primarily for urban use, and plays so far in the electric mobility plans an important role. But the brand is not restricted to pure e-drive.

So, to recap: “E-Cell” is a “no,” and Maybach is a “maybe.” The “E-Cell” move is hardly a wildly surprising decision considering Daimler is one of the bigger EV skeptics and fuel-cell boosters (no word on whether the “F-Cell” brand will make its way to a production hydrogen car). TTAC’s crystal ball is still murky on the Maybach issue: we think it should die, but reckon if that decision wasn’t made years ago it probably won’t happen now. I guess we’ll see how the Aston-Martin-designed concept looks before we dismiss Maybach completely.