BMW Gunning For Mercedes-Maybach With New Super-Saloon

Mercedes are clearly reaping the benefits of having a bigger and more luxurious car than the S-Class on the market, and the Bavarians want a piece of that action.

BMW development chief Klaus Froehlich went on the record last week saying that his company will create a new ultra high-end saloon.

In terms of portfolio, there is a very large price gap between the 7-Series, which starts at about €82,600 in Germany, and the Rolls-Royce Ghost.

Froehlich told autonews that “just like certain competitors, we will see that we occupy with credible offers the price bracket of 150,000 euros ($170,000) and beyond.” Tongue-in-cheek, he added that “some simply do 4 or 5 wheelbases and add varying thick chrome packages. That will not be the BMW approach.” No points for guessing who he was referring to…

This means that whatever super-saloon Munich comes up with, it won’t just be a regular 7-series with a really long wheelbase. Simply stretching out an existing design can only take you so far, and the Germans want to create a saloon that actually drives and performs like their customers expect to.

Company CEO Harald Krueger also commented on the issue: “The luxury class will remain a high-margin segment, so we intend to enhance our presence by adding another new model.”

Some have speculated that such a model would be something like a “9-Series”, but a new flagship SUV is also know to be on its way.

Aside from resuscitating the Maybach brand, Mercedes also added the Pullman version and are also planning a luxury version of the current GLS. Its direct rival, though, has chosen a different approach, focusing on one special product instead of seriously upgrading some of its current top models.

Note: BMW Vision Future Luxury Concept pictured


  • iKaizen

    Anything bigger than a 7 Series I would think would be a rider’s car, not a driver’s one.


    • Jan Mleziva

      and caps lock is still broken even today

  • roy

    well they have it…. its called rolls royace ghost

  • Andrewthecarguy

    “some simply do 4 or 5 wheelbases and add varying thick chrome packages. That will not be the BMW approach.”
    Now BMW, offer something worth-while. Please.

  • An Existing Person

    Good luck to BMW, because they’re going to need it.

  • thunder bolt

    BMW should start at level 3, 5, and 7, and if that’s successful, then BMW can gun for the top dog.

  • NG212

    It’s easy for BMW to criticize Mercedes for its superluxury efforts, but BMW has been unwilling or unable to stick their brand’s neck out and offer such a vehicle in its entire history.

    Part of the reason Mercedes-Maybach has been successful is because Mercedes has a lot of loyal, very wealthy clients. So much so that in many years, the S can outsell the 7-series two-to-one.

    But what I find strangest is that BMW is saying the new 7 is the most technologically advanced luxury sedan right now, but the new E Class matches it in tech.

    New options are nice, but Froehlich’s arrogance is misjudged.

  • Kash

    Wait, Mercedes built the S600 Maybach to play catchup with the Ghost and Flying Spur and now BMW is going to make a 7 series to play catchup with that, even though the Ghost is already based on the 7 series. I feel this becoming a spiraling circle of this kinda stuff to last for the next decade or so. lol. I mean if BMW can do it, good for them it’ll be interesting and might just push Mercedes to build something above the S600 Maybach, but i can also see this either failing completely or cannibalizing the sales of the Ghost to the point of no return.

    • Cobrajet

      BMW already had direct competitor to S600 Maybach before it existed, it was called the L7. BMW could just stretch the 760Li and resurrect the nameplate. They could also make a 8 series gran coupe, and then a M version of the that, if they want to make something else that’s more expensive than the 7 series.

  • Cobrajet

    This should have the been new 7 series.

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