Ultra-luxury automotive brand Maybach will be killed off by parent Daimler within two years, according to reports.

The Maybach brand, one of the world’s most prestigious luxury names and a favorite of business tycoons, footballers and government officials the world over, could be shuttered in favor of top-of-the-line Mercedes-Benz models by 2013.

A Daimler spokesman reportedly said Friday that production will end when the company introduces a new generation S model in its main Mercedes-Benz range.

The uber-luxury model, which starts from €300,000, has failed to live up to expectations since it was reintroduced in 2002, managing sales of just 200 in 2010.

Its demise will leave Daimler without a distinct luxury brand name in the luxury limousine segment, instead relying on the Mercedes-Benz S Class, which will be offered with longer wheelbase variants to satisfy those looking for a spacious model.

The move could be good news for Maybach’s rivals — most notably names such as Bentley and Rolls-Royce, which are respectively owned by Volkswagen and BMW.

Bentley, which will sell around 7,000 cars this year, launched its flagship Mulsanne model last year, complete with a 6.75-liter V8 engine and a price tag of $290,000.

Rolls-Royce announced an extended-wheelbase version of its Mulsanne competitor the Rolls Royce Ghost earlier this year, priced at £230,000.