Daimler has announced that their high-end and highly exclusive Maybach car brand will be discontinued as of 2013. The car, which was relaunched in 2002 and hasn’t turned a profit since, has become a strain on the company, which will now focus its attentions on Mercedes and the competition between it and both BMW and Volkswagen’s Audi.

The starting price for a Maybach is about $375,000, which explains why only 200 of them were sold last year. According to The Wall Street Journal, the cars were re-introduced in order to compete with the Rolls Royce and Bentley, which were purchased by the rivals BMW and Volkswagen, respectively. The Maybach was first introduced in the 1920s.

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