Mercedes-Maybach Expands Lineup to Reinforce Ultra-Luxury Dominance

Mercedes-Maybach is stepping up its game, solidifying Mercedes-Benz's presence in the ultra-luxury car market. Originally established in 1909 and later acquired by Daimler-Benz in 1960, Maybach began as a standalone brand in the 2000s before returning in 2015 as the luxury division of Mercedes-Benz. This exclusive sub-brand takes high-end Mercedes-Benz models and elevates them further, packing in more comfort, features, and premium price tags.

While the Maybach journey began with the S-Class, the lineup has since expanded to include revamped versions of the GLS SUV, the electric EQS SUV, and soon, the iconic SL convertible.

Introducing the Mercedes-Maybach SL 680

In August 2024, Mercedes-Maybach unveiled its first sports car—the SL 680—which is slated to arrive in Australia by 2026. The SL 680 blends the luxurious appeal of Maybach with the legendary SL lineage that dates back to the 1950s. Mercedes-Benz APAC CEO Jaime Cohen explained that the expansion of the Mercedes-Maybach range reflects the brand's ambition to dominate the luxury car space.

“[Mercedes-Maybach is here to] reinstate and confirm our position in that height of luxury segment,” Cohen told CarExpert. “We are the top of the product lineup. It’s a statement and it’s also just providing what our customers expect from us.”

A Competitive Ultra-Luxury Market

Mercedes-Maybach is strategically priced to compete with top rivals. Though the pricing of Maybach models surpasses those from BMW and Audi, it remains below the likes of Rolls-Royce and Bentley. For instance, the EQS 680, part of the Mercedes-Maybach range, starts at $327,990 in Australia, marking a significant premium over the base EQS model. Similarly, the Maybach S-Class commands a $230,000 premium over the S580. These price points demonstrate Mercedes-Maybach’s commitment to delivering an ultra-luxurious experience that sits comfortably in the niche between mainstream luxury and the highest echelon of the market.

What to Expect with the SL 680

When the SL 680 arrives, it is expected to follow suit, with a price tag that further separates it from standard Mercedes models. Cohen emphasized the timeless appeal of the SL, stating, “The SL is iconic, it’s a model that we’ve had since the 1950s and clearly recognisable as a Mercedes.” He noted that even vintage SL models are viewed as pieces of art, embodying technology and luxury.

As Mercedes-Maybach continues to grow its range, the marque is positioning itself as a major player in the ultra-luxury world, offering discerning buyers more choices in premium vehicles. With the SL 680 on the horizon, Maybach’s evolution is far from over.