From forgotten brand to symbol of opulence, Maybach has had a unique trajectory in the automotive industry. A look back at the meteoric rise of this flagship of German automotive luxury.
Origins: a visionary concept in 1997
Maybach made its comeback after decades of absence at the 1997 Tokyo Motor Show. Mercedes-Benz unveiled a bold concept car based on the S-Class platform. Its avant-garde design and luxurious amenities, such as a reclining rear seat and a laptop integrated into the dashboard, set the tone.
This renaissance comes at a strategic moment. BMW and Volkswagen are then fighting for control of Rolls-Royce and Bentley. Mercedes seizes the opportunity to position itself in the ultra-luxury segment with Maybach.
2002: the return in style with the Maybach 57 and 62
DaimlerChrysler, the brand's owner at the time, orchestrated a spectacular launch for the first production models. A Maybach crossed the Atlantic on the Queen Elizabeth 2 in a transparent box, before being airlifted to New York.
The Maybach 57 and 62 (named after their length in decimeters) redefine automotive luxury:
– Exceptionally smooth twin-turbo V12 engine– Massaging seats– Premium Bose audio system– Driver separation option for the 62
These models immediately position Maybach as a direct competitor to Rolls-Royce.
The Exelero: a concept car that became an icon
In 2005, Maybach struck hard with the Exelero. This unique coupé, developed to test high-performance tires, pushes the boundaries of design and technology:
– 690 hp V12 engine– Top speed of over 350 km/h– Radical line reminiscent of a spaceship
Although never marketed, the Exelero quickly became a cultural icon, appearing in rap music videos.
2008: open-air luxury with the 62 S Landaulet
Maybach is reviving the tradition of landaulets by launching a convertible version of the 62 S. This ultra-exclusive model (22 units produced) offers a unique experience:
– Electric sunroof on the rear compartment– Rear passenger compartment worthy of a private jet
The 62 S Landaulet appeals to a wealthy clientele seeking absolute exclusivity.
2012: the end of a dream
Despite its prestige, Maybach struggled to find customers. With only 3,000 sales in 10 years and losses estimated at €330,000 per vehicle, Daimler announced the end of the brand at the end of 2011.
The last Maybach left the factory on December 17, 2012, marking the end of an era for German luxury automobiles.
2014: the rebirth under the leadership of Mercedes
Two years after its demise, Maybach has been reborn as an ultra-luxury sub-brand of Mercedes-Benz. The strategy is simple: offer even more exclusive versions of top-of-the-range Mercedes models.
The Mercedes-Maybach S-Class inaugurates this new era:
– Wheelbase extended by 20 cm– Super-powerful V8 and V12 engines– Specific luxury equipment
This approach allows Maybach to attract new customers while benefiting from Mercedes' technical expertise.
Boldness rediscovered: from the G 650 Landaulet to the EQS SUV
With its new positioning, Maybach is multiplying its bold projects:
– G 650 Landaulet (2017): ultra-luxury, convertible version of the legendary G-Class– GLS 600 (2019): luxury SUV competing with the Bentley Bentayga and Rolls-Royce Cullinan– EQS SUV (2023): the brand’s first 100% electric model
These creations demonstrate Maybach's ability to reinvent itself while retaining its luxurious DNA.
In conclusion, the history of Maybach perfectly illustrates the challenges of the ultra-luxury automotive segment. Initially a victim of its overly exclusive positioning, the brand was reborn by relying on the expertise of Mercedes-Benz. Today, Maybach embodies more than ever German excellence in the field of automotive luxury, combining tradition and innovation to seduce a demanding international clientele.
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