Mercedes-Benz Confirms Return Of Maybach as its Ultra-Luxury Sub-Brand

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Stuttgart/Sindelfingen:  The Mercedes-Benz brand continues its dynamic progress. Two new arrivals in the Mercedes-Benz brand world were introduced today in Sindelfingen by Ola Källenius, member of the Divisional Board of Management of Mercedes-Benz Cars responsible for Marketing & Sales, and Dr Jens Thiemer, Head of Marketing Communications for Mercedes-Benz passenger cars. With the name Mercedes-Maybach, the brand represented by the three-pointed star is now broadening its offering in the exclusive top segment of the market with a new sub-brand, whose individual and prestigious exclusivity will appeal to status-conscious customers. Before the end of this November, the new Mercedes-Maybach S 600 will be celebrating its world premiere in Guangzhou and Los Angeles. The Mercedes-Maybach S-Class melds the perfection of the best automobile in the world, the S-Class, with the exclusivity of Maybach. “Mercedes-Maybach enables us to fulfil these desires in the exclusive top segment of the market”, says Ola Källenius, member of the Divisional Board of Management of Mercedes-Benz Cars responsible for Marketing & Sales.

Mercedes-Maybach embodies “the best” in its most exclusive form:

In 2013 Mercedes-Benz launched its new S-Class, the best car in the world. No other vehicle embodies the values of Mercedes-Benz in quite the same way as the S-Class. The scope offered by the S-Class model range is already considerable, even though its expansion from three to six model variants is not yet complete. The spectrum ranges from the sportiest S-Class of all time, the Mercedes-AMG S 63, the most efficient, the S 500 PLUG-IN HYBRID (in future S 500 e) and the most intelligent, the S 500 Intelligent Drive, through to the most beautiful S-Class of all time, the S-Class Coupé. When it comes to safety, assistance systems and partially autonomous driving, the S-Class is way ahead of the competition.

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The S-Class is not only the best vehicle, but also the most successful car in its class. With more than 100,000 units sold in its first full year of availability, it is even the best-selling S-Class ever. This success has been accompanied by a desire expressed by many customers for yet more individuality and exclusivity. They would like to drive the Mercedes-Benz S-Class in a highly exclusive and individual version that will allow them to stand out even further in this top segment. In the same way as it did with the sporty positioning of Mercedes-AMG, Mercedes-Benz has now therefore established a new offering in the exclusive top segment by introducing a sub-brand with the name Mercedes-Maybach.

The Mercedes-Maybach S-Class, which will celebrate its world premiere before the end of November, marks the opening of a new chapter in the history of the brand known by its three-pointed star. The Mercedes-Maybach S-Class expands the current range of S-Class Saloons with the addition of a vehicle that sets a new benchmark for exclusivity and meets even the most discerning of requirements in terms of its appointments. Some of the features that distinguish it from the standard-production models include extra spaciousness, special seats and lavishly designed, prestigious interiors offering extensive scope for individualisation. As a result, Mercedes-Maybach vehicles meet the requirements of even the most discerning customers worldwide. Mercedes‑Maybach is not an equipment line – it is a sub-brand that in future will deliver Mercedes-Benz vehicles in an even more exclusive form.

Expanded brand world of Mercedes-Benz offers more

The expanded brand world of Mercedes-Benz now comprises two sub-brands alongside Mercedes-Benz as the core brand, whereby Mercedes-Benz stands for “The best”, in a unique combination of emotional fascination and intelligent persuasiveness. Mercedes-AMG and Mercedes-Maybach interpret “The best” from the perspective of performance and exclusivity-seeking customers respectively. In addition, since the spring of 2014 “Mercedes me” has been opening up a simplified and individualised way in to the overall world of Mercedes-Benz for all customers and prospects, under the central concept of “The best for me”.

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“By expanding our brand world we are able to offer our customers some new ideas about Mercedes-Benz”, according to Ola Källenius. “Even more choice and individuality in terms of our products, and a transparent and logical structure around them in the form of our new nomenclature.”