When individuals consider luxurious automotive marques, it’s names like Rolls-Royce and Bentley that spring to thoughts. Maybe Ferrari, Aston Martin or Lamborghini too. In Europe at the least, Maybach not often will get a seat on the similar desk. But each its heritage and its product place it firmly within the high tier of automotive status.
The issue for Maybach lies partly in its half-century manufacturing hiatus, and partly within the stop-start technique of round a decade in the past that did little to construct confidence within the model. However as Rolls-Royce embraces an all-electric future and Bentley stumbles tactically, a possibility might now be opening up. Maybach, probably the most opulent arm of Mercedes-Benz, is getting ready to grab that second with a renewed product offensive.
The unique Maybach marque was absent from 1940 till 2002, leaving a lot floor to make up. Its relaunch within the early 2000s was meticulously deliberate. At first behind closed doorways, then publicly, with the Maybach 57 and 62 – their names referencing their general size – designed to supply unbridled luxurious atop S-Class mechanicals. The aerodynamic design and lavish detailing couldn’t fairly carry the burden of expectation, and even a dramatic world debut aboard the Queen Elizabeth II, with a helicopter switch to New York’s Monetary District, did not ship the influence Daimler had hoped for.
Annual gross sales targets of 1,500 to 2,000 models (ideally 3,000) proved overly optimistic. On the similar time, Bentley and Rolls-Royce have been being reborn underneath the stewardship of Volkswagen and BMW respectively. Pre-war opulence was again in vogue – and Maybach was a part of the dialog. But regardless of its mighty V12 engine and even the extra assertive Zeppelin and sport fashions, the Maybach 57 and 62 did not ignite. The difficulty wasn’t the engineering or the pricing, however the model itself. For these already loyal to the Mercedes star, the S-Class represented the head. Something past that was seen to belong in one other world: one outlined by Rolls-Royce and Bentley.
Ultimately, the marque was quietly shelved, solely to be revived once more round a decade in the past – this time as a sub-brand inside Mercedes-Benz. The technique shifted: in China specifically, Maybach fashions could be positioned distinctly above the usual S-Class, at noticeably decrease costs than in Europe or North America. The plan labored. Right this moment, the Maybach S-Class is a significant success in China, even when fitted with humble six-cylinder engines that consumers there settle for with out concern.
However a foothold in China and modest positive aspects in the US weren’t sufficient for Daimler’s high brass, together with CEO Ola Källenius and gross sales chief Britta Seeger. For years, they explored totally different instructions for the model. Now the technique is taking form. A Maybach model of the underwhelming Mercedes SL has emerged, re-engineered for consolation and with a softer, extra indulgent character than the AMG-developed unique. The vary now additionally contains the Maybach GLS luxurious SUV, the EQS SUV with electrical drive, and a plug-in hybrid S-Class. Entry costs span from €170,500 for the S-Class to €243,000 for the SL 680 – nonetheless costly, however now not stratospheric like the unique Maybach 57 and 62.
In comparison with rivals, there’s nonetheless room to maneuver upwards. A Bentley Bentayga Velocity or Flying Spur Velocity in Mulliner specification begins at round €300,000. A Rolls-Royce Cullinan begins at €330,000, and the electrical Spectre provides at the least €50,000 to that determine.
Amongst world luxurious consumers, there’s little urge for food for pressured electrification. Many already personal EVs elsewhere of their fleets. On the subject of flagship limousines, SUVs or grand tourers, what’s nonetheless desired is a V12. Bentley’s current shift to V8 hybrids hasn’t been universally welcomed by sellers or purchasers. And Rolls-Royce’s all-electric pivot is being watched with warning. Maybach, in contrast, is planning to adapt steadily. The long run S-Class will proceed with combustion variants, and a spotlight is now turning to an all-new mannequin: the Mercedes VLS.
Premiering in early 2026, the VLS will capitalise on the recognition of ultra-luxury vans in China and elements of Europe. Whereas aftermarket companies have already been turning the present Mercedes V-Class into pseudo-Maybachs to rival the Toyota Alphard, Zeekr 009, Voyah Dreamer and Denza D9, Mercedes plans to assert that marketplace for itself from 2027 onwards.
The path is evident within the Mercedes Imaginative and prescient V idea – a 5.48-metre research revealed at Auto China, previewing a Maybach model of the upcoming VLS. “The Imaginative and prescient V marks the start of a brand new period for Mercedes-Benz Vans,” says Thomas Klein, Head of Mercedes-Benz Vans. “It units benchmarks in design, consolation and immersive person expertise, assembly the best expectations of our clients.”
The ultra-luxury lounge-on-wheels encompasses a 3.53-metre wheelbase, two reclining armchairs, ambient lighting and an unlimited 65-inch display – all however eliminating the necessity for a separate workplace. However the Maybach van is simply the beginning. A Maybach G-Class can also be all however inevitable, particularly given the muted response to the electrical G and the will to maintain demand for the SUV alive via extra unique variants.
