Currently reading: Mercedes CEO: Maybach S-Class to take brand to "the next level"
Upcoming luxury limo promises to exploit the potential of the Maybach name
Rachel Burgess
News
2 mins read
22 September 2020

Mercedes’ is fully committed to expanding its Maybach sub-brand, CEO Ola Kallenius has confirmed, despite the broader pressures of streamlining its wider line-up and ensuring profitability in a difficult marketplace.

Maybach launched its first SUV, the GLS Maybach late last year and already offers a version of the S-Class. The new S-Class, launched today, will also receive a Maybach version in future, which Kallenius described as taking the sub-brand to “the next level”.

When asked if he plans to leverage Maybach as a separate brand, Kallenius commented: “The short answer is yes. Maybach has potential and we’re intending to exploit that potential. It is our sub-brand for sophisticated luxury. Since we’ve reintroduced it, using the AMG playbook, focusing on sophisticated luxury rather than performance, we have had a great deal of success.”

He continued: “We have just launched Maybach GLS and we have had a tremendous customer response - finally an SUV with S-Class captain seats in the back and all those bells and whistles for that sophisticated luxury rather than in-your-face luxury.”

Alongside Maybach versions of its more mainstream models, there’s also the possibility that the sub-brand will consider even lower-volume, higher-margin variants in future.

When asked if axing coupe and cabriolet versions of the S-Class gives an opportunity for more niche models to appear under the Maybach badge, Kallenius commented: “Whatever you do from a business point of view must hit the sweet spot between cutbacks and volume and returns. We are car lovers through and through but also have a very sharp pencil in our back pocket.

"Depending on the architecture, depending on the derivative, or whether it’s a special edition of something, if it makes economical sense, then yes, we would do it.”

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14

289

22 September 2020

Jeez, Mercedes-Benz have hit a new low in bad taste.

Why do we in Europe and the UK have to have the look of our cars dictated by Middle East and Asian garish taste?

22 September 2020
289 wrote:

Jeez, Mercedes-Benz have hit a new low in bad taste.

Why do we in Europe and the UK have to have the look of our cars dictated by Middle East and Asian garish taste?

I suspect they're decisions are market driven, they build what they can sell.

289

22 September 2020

....well they wont 'sell' many to the UK like that!

22 September 2020

Do those at Mercedes really think that the look of this utterly over blinged SUV is really the height of class .Well as we can all see its not . Why all the crass chrome the oversized bread cutter grill and more too the point when sitting round the table to sign it off could they not see its like  a arcade in some run down sea side resort , well the arcade has more class than this.  Hopefully there will be flashing disco lights and a dance ball swinging from the roof  just to add some real class to this car.

22 September 2020

Just realised that Mercedes are having a joke re this Maybach ! They are not !!  I see no further comment needed

22 September 2020

It's actually a very dull shape onto which they have just slapped a load of bling.

22 September 2020
This is nothing more than 'cheap luxury'

22 September 2020
Yeah, no. The GLS is as vulgar as it gets.

22 September 2020

 This at first glance looks like a BMW.

TS7

22 September 2020

...of a gold plated bidet.

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