Daimler resurrects Maybach name in Mercedes-Benz Maybach S-Class

Article by Andrew Christian, on April 16, 2014

The much-coveted Maybach name will soon be revived through an exclusive version of Mercedes-Benz S-class limousine that will be featured at the Guangzhou and the Los Angeles auto shows in November, a person privy with Daimler’s plans told Reuters. Daimler discontinued the Maybach in 2012.

The Maybach S class will be feature soft-touch leather and bespoke materials and will have an asking price that is over double the EUR165,000 ($228,000) tag of the Mercedes S600, the source said. Automotive News Europe, citing company sources, reported in January that Daimler planned to recycle the Maybach name for a flagship S class model.

The source said that Daimler expects the Maybach S class to help Mercedes-Benz capture customers from other high-end brands as well as entice a growing class of ultra-wealthy clients in Asia and the United States. Mercedes’ main rival, BMW, won’t just sit back and relax as it is also slated to unveil a concept version of 9-series limousine at the Beijing auto show this week.

The wheelbase of the Mercedes Maybach will be 20 cm longer than the extended version of the S class, making it the longest limousine in the carmakers range until the arrival of the longer Pullman version. Daimler stopped producing Maybach limousines after efforts to sell the vehicles failed to gain traction with customers.

The limousines were highly coveted celebrities like Jay-Z, Roman Abramovich, and King Juan Carlos of Spain, but Mercedes only sold 200 Maybachs in 2011. The carmaker is currently developing the Mercedes Pullman "state limousine" for ferrying politicians.

The armor-plated version of the much longer Pullman is expected to cost up to $1 million, the person privy with Daimler's plans divulged. It is expected to have a wheelbase that is a meter longer than in the current S class.

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