Mercedes re-introduced the Maybach brand a few years ago when it brought out the Maybach S-Class. Since then, the Maybach badge has only been seen decorating S-Classes and the more recently launched GL600.
When asked by Autocar if there are plans to leverage Maybach as a separate brand, Daimler chief executive Ola Kallenius responded to the affirmative.
“The short answer is yes. Maybach has potential and we’re intending to exploit that potential,” he confirmed. “It is our sub-brand for sophisticated luxury. Since we’ve reintroduced it, using the AMG playbook, focusing on sophisticated luxury rather than performance, we have had a great deal of success.”
“We have just launched Maybach GLS and we have had a tremendous customer response – finally an SUV with S-Class captain seats in the back and all those bells and whistles for that sophisticated luxury rather than in-your-face luxury.”
However, it’s not just S-classes and GLSs that will wear the Maybach badge.
Alongside Maybach versions of its more mainstream models, there’s also the possibility that the sub-brand will consider even lower-volume, higher-margin variants in future. When asked if getting rid of the coupe and cabriolet versions of the S-Class gives an opportunity for more niche models to appear under the Maybach badge, Kallenius commented, “Whatever you do from a business point of view must hit the sweet spot between cutbacks, volume and returns. We are car lovers through and through but also have a very sharp pencil in our back pocket.”
“Depending on the architecture, depending on the derivative, or whether it’s a special edition of something, and if it makes economical sense, then yes, we would do it.”
The new Maybach S-class is set to make its public debut in November, this year at the Guangzhou motor show in China. The Limousine will continue to be offered with a twin-turbo, 6.0-litre, V12 petrol engine with output expected to be roughly the same as the existing model.