Mercedes-Benz introduced Maybach in 2002 as an overreaction to Volkswagen and BMW acquiring Bentley and Rolls-Royce. It shunned the classic 600, revered by the world’s elite, by sharing neither its name nor three-pointed star while diminishing one of the world’s best cars: The S-Class. For 2016, Mercedes-Maybach unleashes a smarter strategy.
“The Maybach brand and the vehicles launched in 2002 were held in very high esteem by customers,” said Robert Angner, Product Manager, Mercedes-Benz USA. “The launch of the Mercedes-Maybach sub-brand does not differ greatly from the original — it is aimed at status-conscious customers and is synonymous with exclusivity.”
According to Automotive News, Mercedes sold just 1207 Maybachs in the U.S. from 2003-2013 while delivering 221,628 S-Class models. That’s exclusive, but not profitable.
Rather than a separate brand, Mercedes-Maybach becomes a luxury counterpoint to high-performance Mercedes-AMG models. The new S-Class-based sedan is called the “Mercedes-Maybach S600” to leverage historical references. Initially, there’ll be a stretched-wheelbase sedan and Pullman limousine, but a large crossover is expected.
“There is untapped potential here,” Angner said. “Some of which our Mercedes-AMG sub-brand is already serving in the field of sporty cars, and we know that some of our S-Class customers are asking for more exclusivity and more individuality at the upper end of the segment.”
Eight inches were added to the S-Class to accommodate reclining rear loungers. Napa leather upholsters nearly every surface while Burmester audio pumps 1540 watts. Folding rear tables, heated/cooled cupholders, refrigerator, and silver champagne flutes are available. Drivers enjoy a 523 horsepower 6.0-liter biturbo V-12 and camera-based proactive suspension.
Mercedes are welcomed in the most exclusive driveways, but it will still be a challenge to match the cachet and craftsmanship of competitors like Rolls-Royce and Bentley that can cost $500,000 all-in. An S-Class is not exactly limited production. And, the same three-pointed star sitting atop Mercedes-Maybach grilles adorns $31,500 CLAs and Sprinter vans.
But, Mercedes-Maybach elevates the S-Class among very discerning owners. As the old 600 proves, three-pointed stars can shine at any price. While a standard S550 starts at $94,400, the Mercedes-Maybach S600 rises from $189,350 — likely to exceed, $500,000 for a bespoke Pullman.
More Top Picks Gevi
Williams is a freelance automotive writer