Mercedes launch luxurious Mythos brand and cuts back on entry-level models

Mercedes is launching an ultra-exclusive brand that will sit above the Maybach moniker and be only for those with lots of money and fame.

It’s called Mythos and is for the “most dedicated collectors of Mercedes-Benz.”

Cars produced under Mythos will be built in exceptionally low volume and is part of Mercedes’ plan to increase sales of high-end performance cars.

On the flip side, fewer entry-level models will be made, and more investment will be spent on ensuring those with already enough wealth are satisfied.

“We are further sharpening the focus of our business model and product portfolio in order to maximize the potential of Mercedes-Benz even in challenging conditions,” Chief Executive Officer Ola Kallenius.

“At the heart of that is our goal to build the world’s most desirable cars.”

A big part of the push for more premium-quality cars is global supply chain issues, making mass production of more entry-level Mercedes more expensive.

Consequently, the number of “entry level luxury models” will be cut from seven to four.

By 2026, Mercedes hopes to have seen a 60 per cent increase in sales of its high-end models.

To achieve such ambitions, the Maybach brand will be expanded and bring about a new coupe, its own version of the SL and the EQS SUV.

As for the mysterious Mythos brand, there is no word on when the first car will be here or even what it will be. But the teaser image at the reveal suggested it could be along the lines of an uprated SL.