Daimler's (relatively) brief ten-year romance with the Maybach brand may have drawn to a close, but that doesn't mean the name is lost once again to the annals of history. According to the latest reports coming from Germany, Mercedes-Benz may opt to keep the Maybach name alive on the top-tier version of the S-Class that's moving upmarket to take the place of the departed Maybach 57 and 62.

The flagship S-Class, previously thought to be called the Pullman, is expected to stretch the platform as far as it can go. Whether it's called Maybach or Pullman, it promises to pack as much luxury (if not quite as much clout) as a Rolls-Royce or Bentley, only less Anglo and more Saxon than the routes which its rivals BMW and Volkswagen opted to go in the acquisition and development of their uber-luxury marques.

Just how true these rumors prove to be remains to be seen. It could be all conjecture for what we know at this point. But it certainly doesn't seem out of the realm of possibility. After all, the Maybach marque was always more of a sub-brand of Mercedes than it was its own brand, and its cars were always seen for what they were: luxed-up S-Classes, which is what we're talking about here. And even though Maybach only sold 3,000 cars over its decade of production, Daimler surely spent a huge chunk of change building up the brand, and it would be understandably reluctant to just write it off entirely.


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  • 20 Comments
      Elise
      • 1 Year Ago
      The current S-Class is everything that the smallest Version of the late Maybach should have been
      deeeznuuuts83
      • 1 Year Ago
      Rest assured that Mercedes probably learned a big lesson from their Maybach experiment and likely won't repeat the same mistakes. Additionally, since they invested so much in acquiring the Maybach brand, it would come back in some way. While most of us would lean more toward getting a Phantom over the Maybach (as did most people who are actually their target market), Maybachs didn't seem to be bad cars. It's not like they didn't sell at all, and a lot of the people who did consciously choose one seemed pretty happy with them. It's just that it didn't have the same sense of occasion as a Phantom, from how the Phantom looked to how the doors were hinged. And that's what their target market wanted -- a sense of occasion. Remember, the original plans were to call it the Mercedes Maybach, but some input from potential clients said that they wanted something in that realm to be separate from Mercedes, hence why they dropped the Mercedes name and some other typical design cues, though a few were still in the mix. My guess is that the car was already far enough in development as the Mercedes Maybach when they made the decision to brand it just as Maybach, hence why it looked as Mercedes-ish as it did. What I think would be a cool idea would be for them to use the Maybach name instead of AMG, as far as the top-dog model goes, combining all of the luxury and speed possible. AMG has always been performance-oriented to me, and when you're talking about something the size of the S-Class, you're really mostly talking about effortless acceleration and not so much well-rounded yet top-level performance... similar to how there is no BMW M7, but an Alpina, since no one is really going to track something that big... so this would be like that, but on a grander scale. But still, even that would be hard to pull off. On one end, an S-Class Maybach would be milking and perhaps diluting the Maybach name, but even if they made it really, really impressive and charged more as expected, potential buyers may ask themselves if it's worth the $250k for an S-Class... as even if they revise the bodywork and make it more unique, they're not so oblivious to the fact that there's an S-Class underneath. At the same time, they managed to create the CLS out of an E-Class and charge a lot more money, just as what BMW did with the 6 Gran Coupe. It could work though.
      Teleny411
      • 1 Year Ago
      The Maybach did not have the presence of a Rolls or Arnage. They need to adjust the styling to make it more upright grill, Grosser style.
      cadetgray
      • 1 Year Ago
      Could MB be considering this decision because we're seeing the brand loosing its singular prestige with increasing numbers of (advertised) $29k CLAs arriving on these shores? How far should a prestige brand extend down market before it looses the exclusivity that helps define it as luxury versus mainstream? If Merc wishes to solidify itself as true luxury and not just as a premium brand, then it would best start with the E-class as its entry point.
      Hampton
      • 1 Year Ago
      "Uber S" or "Super S"
      Mercer
      • 1 Year Ago
      Okay. So instead of building an expensive S-class named Maybach that nobody buy, Mercedes-Benz decided to name an expensive S-class "Maybach" so someone will buy. That makes sense.
      Bernard
      • 1 Year Ago
      Let the Maybach name die, it was a mess. Use the Pullman name, that has more Mercedes history in it and will resonate better with Mercedes fans who are the only one's that want a $500k S-class.
        Joe Liebig
        • 1 Year Ago
        @Bernard
        The Pullman will be the even-higher-end version of this ...
      protovici
      • 1 Year Ago
      Rick Ross Da Boss needs his Maybach!
      carcrazed4life
      • 1 Year Ago
      I think the Pullman should be would it is. A Stretched S-Class that looks like an S-Class. Maybach's failure was the product itself, not the brand or the concept. Nobody wants an old previous generation S-Class with current S-Class parts and ugly looks. And the only product difference in their lineup was a 57 or 62. If they had a lineup similar to Bentley (even if certain platform and powertrain sharing occurred between Mercedes) I believe the outcome would have been different if their product was as properly put together as they have with the rest of their lineup (like the new S-Class, etc.)
      Jaybird248
      • 1 Year Ago
      Insanity is repeating the same mistake and expecting a different result.
      Kenyon
      • 1 Year Ago
      An S-class is an S-class. Why try and fool people into thinking it is more than that?
        mbukukanyau
        • 1 Year Ago
        @Kenyon
        They make it, they can name it whatever they want to. You do not have to buy it.
      Matt Frawley
      • 1 Year Ago
      Rolls Royce have more craft more than MB S-Class. Do you think MB S-Class will be Maybach will be some faux wood .
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