aybach, founded over a century ago by Wilhelm Maybach, is a luxury automotive brand owned by Mercedes-Benz, focused on producing high-end, ultra-premium vehicles known for their elegant design, exceptional craftsmanship, and advanced technology. The brand’s design philosophy emphasizes clear forms, smooth surfaces, and a blend of high-tech and emotional appeal, with key models like the Mercedes-Maybach S-Class Sedan, Mercedes-Maybach GLS SUV, and Mercedes-Maybach EQS SUV.
The Maybach brand offers a high degree of customization, allowing customers to tailor their Mercedes-Maybach cars to their personal preferences, and leverages Mercedes-Benz’s advanced technology, including electric powertrains. The Maybach Manufaktur employs over 420 skilled workers to ensure maximum uniqueness and individualization, providing the ultimate in luxury, comfort, and well-being for passengers.
Maybach’s Vision for Ultra-Luxury
The Vision Mercedes-Maybach Ultimate Luxury is a new concept vehicle that combines the DNA of an SUV and a luxury sedan, following the ‘Sensual Purity’ design philosophy to deliver the ultimate in luxury. Designed as an electric vehicle, it features four compact permanent-magnet synchronous motors and fully variable all-wheel drive.
Exterior Design
The exterior design features a harmonious blend of sportiness and luxury, with smooth, extravagant surfaces and the distinctive chrome-plated radiator grille with fine vertical bars, a signature Maybach design element. The vehicle has a significantly higher, SUV-typical seating position for a sublime driving experience.
Interior Design and Features
- The interior design creates an exciting contrast between high-level sportiness and luxurious spaciousness.
- The seats are modeled after the Mercedes-Maybach S-Class, with advanced adjustment capabilities and comfort features.
- The wide center console features an integrated, heated tray with a teapot and cups for tea-drinking enjoyment.
- The vehicle is equipped with the Mercedes-Benz User Experience (MBUX) system, offering a comprehensive touch control concept and voice control.
| Powertrain Specifications | |
|---|---|
| Output | 550 kW (750 PS) |
| Battery Capacity | Around 80 kWh |
| NEDC Range | Over 500 km (Over 200 miles) |
| Fast Charging | Up to 350 kW, 100 km range in 5 minutes |
The Vision Mercedes-Maybach Ultimate Luxury showcases Maybach’s commitment to delivering the ultimate in luxury and advanced technology, combining the best of both worlds in a bold and innovative concept vehicle.
Personalization and Exclusivity
Exclusive Offerings
Maybach offers highly exclusive and personalized models to cater to the discerning tastes of its affluent clientele. An even more exclusive ‘Edition 100’ model is coming to South Africa, celebrating Maybach’s centenary, with a unique two-tone paint finish and bespoke wheels. The Mercedes-Maybach Night Series design package allows for higher degrees of personalization and exclusivity on select models, including the S-Class, EQS SUV, and GLS.
The Night Series includes options for dark chrome and rose gold trim, dark-gloss wheels, jewel-cut surfaces, and herringbone wood patterns in the cabin, making these vehicles truly unique. This treatment is only available on the select Mercedes-Maybach models mentioned, further enhancing their exclusivity.
Personalization Premium
Luxury automakers like Rolls-Royce have also recognized the demand for personalized and exclusive vehicles. Rolls-Royce’s Black Badge sub-brand, which offers similar personalization options, commands a premium of around $45,000 over standard models. The current wait time for a Black Badge Rolls-Royce Cullinan is 12-16 months, versus 6 months for a standard Cullinan, indicating the exclusivity of these personalized luxury vehicles.
Rolls-Royce notes that the Black Badge program has helped reduce the average age of its clients to just over 40, as it is marketed as an ‘ultra-cool, young and powerful status symbol of stealth wealth’.
Flagship Models and Concepts
The new S-Class has been launched in South Africa, with two flagship models available: the S580 4MATIC priced at R3.5 million, and the S680 4MATIC priced at R4.45 million. These models offer an opulent, first-class cabin experience, with the S-Class being 16cm longer than the long-wheelbase S-Class, providing more rear legroom.
Key features of the S-Class include:
- Reclining rear seats with massage and heating functions
- Rear entertainment system and Maybach-specific fragrance
- Noise cancellation technology for a quiet ride
- Advanced safety features like up to 18 airbags
- Smooth ride from air suspension and road scanning technology
Exclusive Night Series
Maybach also offers the Night Series design package, allowing for higher degrees of personalization and exclusivity on select models, including the S-Class, EQS SUV, and GLS. The Night Series models are expected to have starting prices around $200,000. This package includes options for dark chrome and rose gold trim, dark-gloss wheels, jewel-cut surfaces, and herringbone wood patterns in the cabin, making these vehicles truly unique.
Pricing and Target Audience
The Maybach is positioned as the most prestigious and exclusive brand in the Mercedes-Benz lineup, targeting ‘business leaders and society’s movers and shakers’. As a luxury car brand, Mercedes-Maybach is targeted towards high-end consumers who can afford premium-priced vehicles.
Pricing and Revenue
The Mercedes-Maybach S 580 4MATIC has an MSRP of $198,300, while the Mercedes-Maybach S 680 4MATIC has an MSRP of $234,300. These models feature a handcrafted 6.0L V12 biturbo engine, 621 hp and 664 lb-ft of torque, 4MATIC all-wheel drive, and Maybach-exclusive design elements.
Revenue for Mercedes-Maybach is projected to reach US$894 million in 2024, with the majority of revenue expected to be generated in Germany (US$760 million in 2024).
| Year | Projected Unit Sales |
|---|---|
| 2028 | 2,253.0 vehicles |
The average age of Mercedes-AMG customers is 53.7 years old, while the average age of Mercedes-Benz customers is 50.5 years old, indicating that the Maybach brand targets an affluent and mature demographic.
FAQs
Daimler declared in November 2011 that Maybach would no longer be a standalone brand by 2013, with production of the last vehicle occurring in December 2012. The decision was primarily due to insufficient sales.
Maybach stands out due to its exceptional commitment to luxury. The interiors boast exclusive materials and sophisticated design elements that represent the highest quality, emphasizing unparalleled luxury.
The 2023 Mercedes-Maybach S-Class is expected to have a starting price of approximately $194,550, with potential costs rising up to $350,000 depending on the chosen trim and additional options.
The Vision Mercedes-Maybach Ultimate Luxury, introduced in 2018, has been discontinued. According to the German business newspaper Handelsblatt, this model, which combined features of both a sedan and an SUV, is no longer in production.
