SYDNEY: Mercedes-Benz looks likely to take on Range Rover and Bentley with a luxury SUV released under the Maybach brand.
The German giant told journalists at the launch of the new Mercedes-Maybach S600 sedan that it was strongly considering such a model based on demand in emerging markets.
Martin Hulder, project director for the S-Class sedan, says the full-sized Mercedes-Benz GL-Class, soon to be rebadged GLS, is an ideal candidate for the Maybach treatment.
“If you look at Russia, the Middle East, China, these guys are very much looking for SUVs,” he says.
Hulder says now may be the right time to introduce an ultra-luxurious SUV, as buyers consider upcoming products such as the Bentley Bentayga and Lamborghini’s Urus.
“SUVs can have a connection to super luxury, as indicated by some other car manufacturers,” he says.
“A lot of people have asked if Mercedes-Maybach is limited to the S-Class. Although we have the option also to expand Mercedes-Maybach to other cars we haven’t had plans. We haven’t decided that, but we are thinking about it.”
Mercedes has restricted its branding so that high-performance and exclusive luxury brands now have their own pillars in Mercedes-AMG and Mercedes-Maybach, as opposed to the traditional Mercedes-Benz moniker.
Like AMG, the Maybach brand may spread to other models to represent the most luxurious variant of each car, as opposed to the most powerful
“Theoretically it’s possible, take a look at Mercedes-AMG, we also use Mercedes-AMG in other car lines, almost all of them,” Hulder says.
“Obviously Mercedes-Maybach may have more limitations than Mercedes-AMG, but let’s take a look at that.”
