Mercedes-Benz has announced the cancellation of its plans to develop the Vision Mercedes-Maybach Ultimate Luxury, an electric vehicle that combines the body styles of a luxury sedan and an SUV, targeting the lucrative Chinese market.
The decision to halt the project was attributed to high development costs, according to reports from three insiders speaking to German newspaper Handelsblatt. Mercedes executives decided to stop the project several months ago.
When reached for comment, the automobile company acknowledged the cancellation, stating that the luxury electric vehicle was too expensive to produce. The automaker noted that it already offers a range of electric cars in China covering various market segments, leading to the decision to streamline and reduce complexity.
The Vision Mercedes-Maybach Ultimate Luxury, first unveiled at “Auto China 2018” in Beijing, aimed to create a new segment known as the Sport Utility Sedan (SUS) by combining the body styles of an exclusive high-end sedan and an SUV. Gorden Wagener, Chief Design Officer at Mercedes-Benz Group AG, described the vehicle as a “totally new archetype” that blends the DNA of an SUV with that of a saloon, resulting in a modern SUV with a three-box design.
Initially planned for sale in China by 2025, the cancellation marks the end of the project, reflecting Mercedes’ strategic shift away from pursuing this specific vehicle concept due to cost considerations and market dynamics.
