Maybach Could Make Its Own Dedicated Models Again

When Daimler revived the Maybach brand, it launched it back onto the market with its own dedicated limousines. Those have since given way to spruced-up versions of existing Mercedes models, but according to Autocar, the uber-luxe marque could produce its own unique vehicles again in the future.

The long-term plan, outgoing Daimler chief Dieter Zetsche told Autocar, is to have Maybach “stand on its own two feet, like AMG.” The performance division, which stands as a separate pillar within the Mercedes brand alongside Maybach, offers the GT coupe, roadster, and new four-door, and will soon launch the One hypercar.

While we don’t know what Maybach may offer in turn, the Vision Maybach Ultimate Luxury crossover and Vision Maybach 6 coupe and cabriolet concepts could give us a couple of hints at where it’s going. The former previewed the next-generation Mercedes GLS (a more luxurious version of which Maybach is sure to offer), while the latter were more unique two-door concepts envisioned to be even higher-end than the S-Class coupe and cabrio.

The concepts were all rather different, though, from the Maybach 57 and 62 limousines the brand offered previously. While the S-Class limo that’s been the mainstay of the Maybach lineup since has carved out a new niche for Mercedes in between, say, the Audi A8 and Bentley Flying Spur, or the BMW 7 Series and Rolls-Royce Ghost, Daimler may be keen to renew its assault on the top British marques with higher-end Maybachs as well.

In the meantime (and beyond), the bulk of Maybach’s work will be producing super-luxurious versions of top Mercedes models like the S-Class, the forthcoming new GLS, and maybe the new G-Class (as it did before with the G65 Landaulet).

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  • Craig

    I consider this prospect extremely boring.

  • Keita Darkwolf

    I’d honestly rather see Mercedes build something similar to the W100 (600) they had in the 1960s. They have the engineering ability and the brand cache to compete head to head with Rolls-Royce and Bentley. They’ve done it in the past – very successfully. I see no reason why they can’t do it again. There was never a need for them to revive Maybach in the first place.

    • lagunas3ca

      Yes, followed by a 600 4-door coupe, 2-door coupe, and Landaulet.

    • Mike anonymous

      If they brought Maybach, it should have been brought back as an independent company/brand (not as (what is essentially) a “trim” level for Mercedes-Benz vehicles).

      Maybach could have been a very unique brand, the prowess of Rolls Royce or Bentley, and Performance that could rival the likes of McLaren or even Bugatti.

      The brand did, and still does have a lot of potential. But I think they should keep Mercedes Benz and Maybach separate from one another (as they did before). Mercedes does have the capability, but when you approach a customer who is making purchases on the “Bentley/Rolls-Royce” level, most would tell you they’d prefer to a Maybach opposed to a Mercedes-Benz (even if the two vehicle were the same). It’s what the Maybach name represents (not even so much the vehicles that are produced).

      So while I AGREE, that Mercedes Benz does have the ability to compete with the likes of Rolls Royce, Bentley, & others,. they should either do so Solely as “Mercedes Benz” or completely do it under the “Maybach name (as it’s own individual company with it’s own individual vehicles). Either bring back Maybach as an individual company & brand, or just don’t bring it back at all.

      Either way, Mercedes Benz has the capability to compete with brands of that caliber,. it’s just how they go about doing so that matters (in my opinion) the most.

      • OdysseyTag

        True. I’ve always found the way they’ve positioned Maybach to be quite unfortunate and under-utilised. In my eyes it’s quite a prestigious brand which deserves individual and unique models fitting of its namesake.

    • ksegg

      Yesss……I still love the big ass GROSSER.

    • Cobrajet

      There is a Mercedes-Benz U-Class coming.

  • Dr Bjorn K. Von Strangefingger

    Looks like a Chinaman with buck teeth. Don’t blame me, the Germans designed it thatway.

  • Philip George

    Won’t work. Maybach is just not a name as synonymous as Rolls Royce or Bentley with the word “luxury”.
    In fact, some would argue Maybach is more “vulgar” than it is “luxury”.
    It doesn’t have the cachet those other two have yet Mercedes-Daimler keep trying to price Maybach in Rolls Royce and Bentley ranges. That’s why it isn’t working for them.

    • Cobrajet

      Maybach is Mercedes-Benz’s Brougham,

  • Mike anonymous

    I feel as though there is a strong misconception that (during it’s late 1990’s – early 2000’s revival) Maybach was a ‘failure’. In actuality it was quite successful. The vehicles were distinguished from anything else in the Mercedes Benz line-up, aside from the brands evolution of their (historic) circular lights design.
    When you compare the original Maybach to and Model from Mercedes Benz (at the time), it is HARD to see any major similarities (beyond minute ’easter-egg’-like details). I won’t defend Maybach, but I don’t want the common misconception that the brand was failing from the start to float around (if not the internet, at least here on) CarScoops.

    https://uploads.disquscdn.com/images/ede1025bd20d5f3d419b8ee315d00d142f2544647c1c4aeb686ed2d652727411.png

    The brand found great success during the early years of it’s re-launch (i.e. the 57, 62, & Exelero), the vehicles were not only distinguished from Mercedes Benz, but also competed heavily against many of the best vehicles Bentley & Rolls-Royce were offering at the time (1997 – 2006).

    … BUT then came 2007. THIS is when Maybach models were originally compared to models from Mercedes Benz. Previously they made a successful effort at keeping both brand completely operate from each other in more than just their vehicles design. But it wasn’t until 2007 that the (previous to the current generation) S-Class was revealed. This S-Class actually stole design elements from the (, and that were originally intended for, ) Maybach vehicles (not the other way around) on the inside and mostly the outside,. and used a modified version of the 57’s chassis for it’s body. (The prior generation S-Class & the 2007 S-Class).

    https://uploads.disquscdn.com/images/cd194c06814e4184f032adf1c91f03879b05941f1ee072a43203101f5975c356.png

    It was here that the misconception arose, and that Maybach truly did begin to falter. Their sales began to take a hit as a lack of effort and attention was put into the brand (unlike their earlier years) and they began simply porting over parts from Mercedes in their 2010 Models. In 2010 it was announced that Maybach would close it’s doors, and in 2011 they did.

    >>> And I Could not agree more with your statement though… Maybach will likely fail as a ‘trim level’ or ‘Variants’ of Mercedes vehicles. BUT if they actually decided to put an effort into reviving the Maybach company (more than just it’s name), (again with ‘CARE’) they could really (and once again) have something quite interesting (if not amazing) on their hands. But for now, I guess we will just have to wait and see.

    • Ary Wisesa

      Nice explanation. Thank you! 🙂

  • Elmediterraneo

    First of all why the 2000’s Maybach failed ? Because it was ugly and no one knew that brand was owned and revived by Mercedes. But technically the car was a masterpiece.
    Now they’re combining the Maybach brand with the success of their S-class. That’s works so well that AMG’s CEO said that all the Mercedes V12 customers move to Maybach and while the AMG customers are choosing the more advanced and sporty 63 V8 instead of the old 65 V12. That’s why they won’t keep the V12 in AMG’s line-up.
    Now making a proper Mercedes-Maybach model is the logical next step and it should be coming quickly because Bentley and Rolls-Royce are offering a complete line-up of limousines, coupe, convertible and SUV’s with limitless possibilities of personnalisation while the full electrification of luxury cars will take another 10 years at least.

    Now what they can do with a simple strategy :
    – Keep making the Maybach S-class (which could be V8/V8 hybrid only) as an entry level Maybach between the premium competition Audi A8 and BMW 7 series and the luxury competiton Bentley Flying Spur and Rolls-Royce Ghost.
    – And then make a more exclusive dedicated Maybach model to compete against the Bentley Muslanne and Rolls-Royce Phantom with a an all-new V12 and a more Maybach bespoke version of Mercedes’s MRA platform.
    – Following that a complete Maybach line-up with a coupe a convertible and SUV.

  • Cobrajet

    The problem Maybach has a separate brand, the cars will lag behind the Mercedes models and most importantly it’s not a Mercedes.

  • Actually wouldn’t be surprised, it turns out Maybach had some loyal following, I guess if they branch out more than modified S-Class. It could actually successful.

  • Philip George

    Well said. Bear in mind though I never said Maybach isn’t a luxury name. I said it’s just not as synonymous as RR or Bentley when it comes to luxury (meaning buyers will rate those other two higher, with that segment). It’ll be very rare for a traditional buyer of RR or Bentley would move over to buy a Maybach. But plenty of Maybach buyers have stepped up to a Rolls Royce or Bentley. That said though, your comment on how Mercedes should handle the Maybach name is a well though idea.

    • Cobrajet

      That’s why they succeed better now as trim level of Mercedes. Because Mercedes has an accumulated brand cachet, like Rolls Royce and Bentley does, which Maybach doesn’t because of its lack of continuous history.

  • Elmediterraneo

    But now the Maybach S-class is very successful and a lot of people even compare it to the Bentley Mulsanne and the Rolls-Royce Phantom. So I think that the market is ready for a specific Mercedes-Maybach model just like they did for AMG with the GT series.
    I don’t know if I’m wrong but the rumours told that AMG develops the next SL (only with 6 or 8 cylinders) as a 2+2 coupe and roadster on a sporty platform shared with the next GT to axe the S-class coupe and cabriolet. So maybe they make room for a specific Maybach coupe and cabriolet to be the top-luxury 4 seater as a V12 or full electric like the concepts.

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