Mercedes-Benz is relaunching its failed Maybach ultra-luxury division – sort of. This 2016 Mercedes-Maybach S600 inaugurates a new sub-brand with a suddenly reasonable-sounding price tag. We drive it and let you know if it still feels like big money.
We should preface the above headline with this: we fully expected Mercedes-Benz to introduce a more luxurious S-Class sedan, complete with a longer wheelbase. We've seen plenty of spy photos of the stretched sedan, and it was frankly a matter of "when" rather than "if" the flagship's flagship would arrive. We simply weren't expecting the new model to be adorned with the somewhat tarnished Maybach name, or to delete old Karl's family name all together in its naming of the Mercedes-Maybach S600.
Beginning in 2015, Mercedes-Benz is revising its nomenclature strategy for many of its models. This isn't shocking news, nor is it anything new in the industry – look at the recent Q-ification of Infiniti, or the forthcoming CT/XT strategy being deployed at Cadillac. But unlike those luxury brands, Mercedes isn't shaking up the whole system, and it's actually (kind of) making things a bit easier to understand. Here's how.
It used to be that if you wanted a Mercedes-Benz S-Class, your choice pretty much came down to which engine you wanted, and that was that. But into the new S-Class, Mercedes is integrating several other model lines and extending its flagship family (both literally and figuratively) as far as it will stretch.
The failed experiment that was Maybach has sent the strategists at Daimler back to the drawing board, and we'll soon see what they come back with: an ultra-luxe version of the new Mercedes-Benz S-Class to slot in between the "standard" model and the upcoming Pullman limousine. But that won't be the end of the story, if a new report from Australia's Motoring is any indication.
If insider sources are to be believed, Mercedes-Benz is getting ready to launch the most expensive luxury sedan on the market next year in the form of the S-Class Pullman armored car for $1 million. If it's too flashy for you, then Mercedes is also reviving the Maybach name for an even longer wheelbase variant of the S-Class.
Update: ChoiceStream e-mailed to clarify some errors in our post, so we've updated the text below. ChoiceStream also let us know that "Maybach is not a client of ChoiceStream. ChoiceStream measures advertising audience trends via its Audience Cost Calendar Index, which tracks more than 300 specific audience segments for trends within the advertising buying and selling ecosystem on a monthly basis. Maybach happened to be one of those audience segments, aligned with the luxury vehicle category, wh
According to a report in Reuters, we will get to know the new face of Maybach at this year's Los Angeles Auto Show and Guangzhou Motor Show. The revival of the name has been in the news for a while now, but what hasn't been clear is where it will fit in with other models like the coming Pullman. The Reuters piece says it will be "used to adorn an exclusive version of its S-Class limousine," but the real punch is reading that it is expected to "cost more than double the 165,000-euro ($228,000) as
Maybach was an audacious idea - a Mercedes-Benz that could truly do battle against Rolls-Royce - that ended up being a catastrophe, thanks to lackluster sales. After a 10-year stretch that was punctuated by nothing more exciting than the stillborn Exelero and Jay-Z and Kanye West attacking one with a blowtorch, we thought Mercedes was done with the resurrected brand.
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.
We recently spotted a stretched version of the 2014 Mercedes-Benz S-Class, but it sounds like this new ultra-luxurious version of the sedan might not be quite as much of a Maybach-replacing model that we initially expected. Automotive News says that the car has somewhat more modest targets, with the so-called "super S-Class" expected to list in the $200,000 to $250,000 range when it goes on sale in 2014. That's hardly chump change, but it's about $175,000 less than the now-dead Maybach 57.
It happens every year. We bid adieu to some cars and trucks that will be missed, and say good riddance to others wondering how they stayed around so long. Whether they're being killed off for slow sales or due to a new product coming along to replace them, the list of vehicles being discontinued after 2012 is surprisingly long and diverse.
Maybach, the ultra-luxe branch of Mercedes-Benz coveted by the business elite and rap stars alike, has been officially discontinued. Mercedes recently released the price list for the 2013 models of these limo-like sedans, with the price column simply stating "Discontinued" for each one of them.