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December 17, 2014
Maybach Revives as a Second Sub-Brand | Mercedes-Benz
Mercedes-Maybach S 600
Maybach Revives as a Second Sub-Brand
Maybach, whose brand closure was declared in 2011, is set to return as a sub-brand of Mercedes-Benz. Following "Mercedes-AMG," it will be the second sub-brand, offering a lineup of distinctive and luxurious models.
Text by HORIGUCHI Yoshihiro (OPENERS)
A Venerable Premium Brand Reborn for the Third Time
Daimler is reviving the "Maybach" name as a sub-brand of Mercedes-Benz.MaybachThe name originates from Wilhelm Maybach, who was involved in the earliest automotive development alongside Gottlieb Daimler. In the 1920s, it was the name of an automobile manufacturer producing ultra-luxury cars.
After World War II, it was absorbed by Daimler, with whom it had ties. In 1997, at the Tokyo Motor Show, a prototype was unveiled and the Maybach brand's restart was declared. Five years later, in 2002, production models were announced at the Geneva Motor Show. The "Maybach 57" and "Maybach 62," which claimed to offer super-luxury beyond the S-Class, were priced at a minimum of 40 million yen. The open-top model added later, the "Maybach Landaulet" exceeded 140 million yen.
This was a brand that spared no expense in every aspect, from the vehicles themselves to its sales method, which began with consultations by appointment only. However, in 2011, its closure within two years was announced, and as predicted, production ceased in 2013.
And this year, Daimler has announced that the Maybach name will appear for the third time.
The new Maybach will not be an independent brand as before, nor will it be a model name within a lineup. It has been designated as "Mercedes-Maybach," a sub-brand of Mercedes-Benz. This positioning, in contrast to the sporty sub-brand "Mercedes-AMG" that recently debuted with the "Mercedes-AMG GT," signifies cars that possess distinctive character and the utmost premium quality.
The first vehicle under the Mercedes-Maybach banner will have its world premiere this month at the Los Angeles Auto Show and the Guangzhou Auto Show. The model to be unveiled is the "Mercedes-Maybach S 600." As the name suggests, it is based on the "S 600" equipped with a 6-liter V12 twin-turbo engine, featuring an extended wheelbase, a more spacious cabin, special seats, and a luxurious interior.
Details regarding the future plans for the new brand and specific vehicle information have not yet been disclosed. We eagerly anticipate the Los Angeles Auto Show, which begins with the press day on the 18th of this month.