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Maybach

WorldBrand briefing

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Original synthesis to sit alongside the encyclopedia article below. Not part of Wikipedia; verify facts on Wikipedia when precision matters.

Maybach is a German ultra-luxury automotive brand, renowned for its handcrafted high-end sedans and personalized luxury services. It has experienced multiple ownership changes and is currently a sub-brand of Mercedes-Benz under the Mercedes-Maybach lineup.

Key moments

  • 1909Wilhelm Maybach and his son Karl founded Maybach Motorenbau GmbH, initially producing engines for Zeppelin airships
  • 1921Launched its first luxury passenger car, the Maybach W3
  • 1940sSuspended production due to World War II and subsequent economic challenges
  • 1960Acquired by Daimler-Benz (now Mercedes-Benz Group)
  • 2002Re-launched as an independent ultra-luxury brand with the Maybach 57 and 62 models
  • 2013Discontinued standalone production and integrated into Mercedes-Benz's top-tier S-Class lineup as Mercedes-Maybach
  • 2021Expanded the Mercedes-Maybach lineup to include SUVs and electric concept vehicles

Maybach competes in the global ultra-luxury automobile segment, with core competitors including Rolls-Royce and Bentley.

  • Direct rivals: Rolls-Royce, which maintains fully independent platform development and more bespoke customization options; Bentley, which offers a balance of luxury and performance with its own model lineup
  • Competitive advantage: Leverages Mercedes-Benz's global manufacturing and supply chain resources while retaining exclusive luxury positioning, making its models more accessible than Rolls-Royce in some markets
  • Market focus: Maintains strong sales in high-growth luxury markets such as China, where ultra-luxury sedan and SUV demand is robust

Maybach is a globally renowned German ultra-luxury automotive brand, celebrated for its handcrafted high-end sedans and bespoke personalized luxury services. Originally established in 1909, the brand has undergone multiple ownership shifts and was revived as a sub-brand of Mercedes-Benz under the Mercedes-Maybach lineup, leveraging the parent company's extensive automotive resources to rebuild its market standing.

Positioned in the global ultra-luxury automobile segment, Maybach competes directly with peers such as Rolls-Royce and Bentley, targeting high-net-worth individuals seeking exclusive, tailored mobility experiences. The brand's core competitive advantage lies in its century-old heritage of meticulous craftsmanship and exclusive customer services, which set it apart from mainstream luxury automotive manufacturers.

Since reintegrating into the Mercedes-Benz portfolio, Maybach has expanded its product portfolio to include both classic luxury sedans and modern SUV models, broadening its reach to a wider range of high-end consumers while retaining its core identity as a benchmark for ultra-luxury automotive excellence.

Brand Leadership

Score: 85/100

As a leading ultra-luxury automotive sub-brand under Mercedes-Benz, Maybach holds a top-tier position in the global high-end automobile market, competing alongside Rolls-Royce and Bentley. Its reputation for handcrafted luxury and exclusive customization has established it as a benchmark for premium automotive excellence among discerning high-net-worth consumers.

Customer Interaction & Engagement

Score: 80/100

Maybach prioritizes personalized customer experiences, offering dedicated brand consultants and bespoke customization options for every vehicle. This focus on one-on-one service fosters strong emotional bonds with its client base, creating a loyal community of high-end automotive enthusiasts.

Brand Growth Momentum

Score: 82/100

Following its revival under Mercedes-Benz, Maybach has expanded its product lineup to include both classic sedans and luxury SUVs, driving steady growth in global sales. The brand has also gained increased traction in emerging high-end automotive markets, further boosting its upward growth trajectory.

Brand Operational Stability

Score: 88/100

Despite past periods of production suspension and ownership changes, Maybach has achieved stable operations since becoming part of the Mercedes-Benz group. Leveraging the parent company's extensive manufacturing, research, and service infrastructure, the brand maintains consistent product quality and global aftersales support.

Brand Heritage & Age

Score: 95/100

Founded in 1909, Maybach boasts over a century of history in ultra-luxury automotive manufacturing. Its long-standing heritage and legacy of precision craftsmanship have made it one of the most respected vintage luxury brands in the global automotive industry.

Industry Niche Positioning

Score: 90/100

Maybach exclusively operates in the ultra-luxury passenger vehicle segment, focusing on handcrafted, made-to-order automobiles for high-net-worth clients. This narrow, specialized niche allows the brand to maintain a unique market identity and avoid direct competition with mainstream luxury automotive lines.

Global Market Reach

Score: 85/100

Maybach has a widespread global sales and service network, covering major premium automotive markets across Europe, North America, and the Asia-Pacific region. The brand has seen particularly strong growth in the Chinese market in recent years, expanding its global consumer base.

Artificial intelligence can support brand value reasoning, and all provided figures are illustrative examples. For officially audited brand valuation results, please reach out directly to World Brand Lab.

Maybach [1] is a German luxury car brand owned by Mercedes-Benz. The original company was founded in 1909 by Wilhelm Maybach and his son Karl Maybach, originally as a subsidiary of Luftschiffbau Zeppelin GmbH, and it was known as Luftfahrzeug-Motorenbau GmbH until 1999.

In 1960, Maybach was acquired by Daimler-Benz. The name returned as a standalone ultra-luxury car brand in 2002, sharing significant components with Mercedes-Benz cars. In 2013, after slow sales, Maybach ceased to be a standalone brand. In 2015, it became a sub-brand of Mercedes-Benz, which the Mercedes-Benz Group owns. As of 2021, Daimler produces an ultra-luxury edition of the Mercedes-Benz S-Class, the Mercedes-Benz EQS SUV, the Mercedes-Benz GLS-Class, and the Mercedes-Benz SL under the Mercedes-Maybach name.[3]

1909–1940: Early history

Wilhelm Maybach was the technical director of the Daimler-Motoren-Gesellschaft (DMG) until he left in 1907. On 23 March 1909, he founded the new company, Luftfahrzeug-Motorenbau GmbH (literally "Aircraft Engine Manufacturing Company"), with his son Karl Maybach as director.[4] In 1912, they renamed it to Maybach-Motorenbau GmbH ("Maybach Engine Manufacturing Company"). Maybach originally developed and manufactured diesel and petrol engines for German Zeppelins, and then rail cars. Its Maybach Mb.IVa was used in German aircraft and airships of World War I.

In 1919, Maybach built an experimental car, introduced as a production model two years later at the Berlin Motor Show. Between 1921 and 1940, Maybach produced a variety of opulent vehicles, now regarded as classics. Maybach continued to build heavy-duty diesel engines for marine and rail purposes.

Maybach had a British subsidiary, Maybach Gears Ltd., that specialised in gearboxes. In 1938, in conjunction with Dr Henry Merritt, they produced a gearbox and steering system – the 'Merritt-Maybach' – for the abortive Nuffield A.16E1 Cruiser tank design.[5]

1940–1945

During the Second World War, Maybach produced the engines for most of Nazi Germany's tanks and half-tracks. These included almost all the production tank engines for the Panzer I, II, III, IV and V, the Tiger I and II (Maybach HL230) and other heavy tanks. Maybach built engines for half-tracks such as the Sd.Kfz. 251 personnel carrier and prime movers like the Sd.Kfz. 9. The engine plant was one of several industries targeted by allied bombers at Friedrichshafen, leading to the establishment of an underground factory (codenamed "Richard I") under Radobýl mountain in Central Bohemia.

After WWII, the factory performed some repair work, but automotive production was never restarted. Some 20 years later, Maybach was renamed MTU Friedrichshafen.

1960s

Daimler-Benz purchased the company in 1960. Post-1960, the company was mainly used to make special editions of Mercedes cars in the W108 and W116 model range, which were virtually hand built. These cars carried the Mercedes badge and serial numbers.

Rolls-Royce Power Systems AG, based in Friedrichshafen, used to manufacture the commercial Maybach diesel engines under the MTU brand through its subsidiary MTU Friedrichshafen GmbH.

1997–2013

Daimler presented a luxury concept car at the 1997 Tokyo Motor Show. A production model based on it was introduced in two sizes – the Maybach 57 and the Maybach 62, reflecting the lengths of the automobiles in decimetres. In 2005, the 57S was added, powered by a 6.0 L V12 bi-turbo engine producing 450 kW and 1000 Nm of torque, and featuring cosmetic touches.

To promote the new Maybach line, Mercedes-Benz engaged figures such as Maybach heir Ulrich Schmid-Maybach and golfer Nick Faldo to serve as brand ambassadors.[6]

Initially, Daimler-Chrysler predicted annual sales of 2,000 worldwide with 50 percent coming from the United States. These expectations never materialized.[7][8] In 2007, Mercedes bought back 29 US dealers, reducing the total from 71 to 42.[9]

In 2010, only 157 Maybachs were sold worldwide, compared to 2,711 similarly priced Rolls-Royces.[10] By the time of the announcement that the brand was to be laid back to rest, 3,000 had been sold worldwide since the brand was revived in 2002.[11]

In November 2011, Daimler announced that Maybach would cease to be a brand by 2013 and manufactured the last Maybach vehicle in December 2012. This was because of poor sales.[12][13]

Cancellation

With poor sales and the heavy impact of the 2008 financial crisis, Daimler AG undertook a complete review of the Maybach division,[14] approaching Aston Martin to engineer and style the next generation of Maybach models along with the next generation of Lagondas.[15] According to Automotive News, only 44 Maybachs were sold in the US in the first ten months of 2011.[16]

An article in Fortune noted that Mercedes had missed out on the chance to purchase Rolls-Royce and Bentley when they were up for sale in the 1990s:

"Mercedes backpedaled and decided it needed to be in the ultra-luxury business too, but it went after it in a remarkably clumsy way."

It stated that the first Maybach models had poor driving dynamics compared to its contemporaries from Rolls-Royce and Bentley.

"Mercedes took an aging S-class chassis and plopped an absurdly elongated body on it ... rather than develop a new car from the wheels up, as BMW did with Rolls-Royce, or cleverly use the underpinnings of an existing model like the Volkswagen Phaeton for a new Bentley."

Maybachs were never advertised as owner-driven vehicles, as the company believed that the luxury amenities would be sufficient to drive sales, and they even insisted that auto journalists, who usually test drive the vehicle, ride in the back seat.[10]

Another suggestion for Maybach's struggles was that parent Daimler had failed to differentiate it from its Mercedes-Benz brand. While all three ultra-luxury marques share platforms and engines with other luxury brands from their parent auto company, Maybachs are built alongside the Mercedes-Benz S-Class flagship sedan, whereas Rolls-Royce and Bentley are assembled in England, separate from the rest of BMW and Volkswagen Group's respective production plants, and thus are regarded as being more "exclusive". Furthermore, the Maybach's pedigree was virtually unknown outside of Germany, unlike its British rivals which have long enjoyed renown worldwide.[15] The 2006 Rolls-Royce Phantom's interior evokes memories of a 1930s car, while the Maybach 57S's inside makes no reference to its marque's history.[17]

In November 2011, Daimler's CEO Dieter Zetsche announced that the Maybach-brand would cease to exist in 2012, making room for other models of the Mercedes-Benz S-Class. The Maybach-limousines were still being sold up to 2013, but after that, the name "Maybach" would not be used.[18] In August 2012, parent Daimler AG announced the official discontinuation of Maybach by releasing a price sheet discontinuing the Maybach 57, 57S, 62, 62S and Landaulet.[19] On 17 December 2012, the last Maybach vehicle was manufactured in Sindelfingen.[20]

2015–present

Revival

The company announced that the line would be replaced by the next-generation of the Mercedes-Benz S-Class, Model W222, due for the 2014 model year, particularly the long wheelbase S-Class Pullman. An executive told a Frankfurt newspaper that "Daimler came to the conclusion that the sales chances for the Mercedes brand were better than that of Maybach."[21]

Mercedes-Maybach

In November 2014, Daimler announced the revival of the Maybach name as a sub-brand of the Mercedes-Benz S-Class (W222), known internally as the model X222 platform, positioned as an upscale version akin to the more sporty Mercedes-AMG sub-brand. In anticipation of its April 2015 launch,[22] the flagship Mercedes-Maybach S600 was unveiled at car shows in Los Angeles, United States, and Guangzhou, China,[23] and the production model at the 2015 Geneva Motor Show.[24] The X222 lineup received a mid-life facelift for model 2018. The V8 variant S550 was renamed to the S560. The V12 variant S600 flagship model was renamed the S650, known as S680 in the Chinese market.

Assembled on the same Sindelfingen line used for the S-Class, the model is targeted against the Bentley Mulsanne and Rolls-Royce Phantom. At 5.453 metre long with a wheelbase of 3.365 m (132.5 inches), it is approximately 20 cm longer than the long-wheelbase S-Class models. The Mercedes-Maybach will be available as S500 (S550 in the US) and S600 models, with 4matic all-wheel-drive optional with the V8 engine.[25][26] Acceleration is 0 to 60 mph in 5.0 seconds.[27]

The base car has several colour finish options and the choice between a three-seat rear bench, or two seats reclining. Options include: air-conditioned, heated and massaging seats; heated armrests; a system to pump scented, ionised air around the cabin; and a 1540 watt Burmester 3D surround sound system with 24 speakers.[28] Maybach S500 assembly in Pune, India, began in September 2015, making India the second country to produce a Maybach.[29][30]

Since September 2020, the MBUSI plant in Vance, Alabama, has produced the Mercedes-Maybach GLS 600.[31]

Concept cars

The first Mercedes-Maybach concept car is the Vision Mercedes-Maybach 6, a large two-door coupe with a fully electric drivetrain. The model was unveiled at the 2016 Pebble Beach Concours d'Elegance.[32]

Models

Pre-war

2 were the 5.7 L inline six engines built for and ordered by Spyker. Not all were purchased, and Karl had to build cars featuring the engines to offset costs.

Around 1800 Maybachs were built before WWII.

  • 1919 Maybach W1: Test car based on a DMG chassis
  • 1921 Maybach W3: First Maybach, shown at Berlin Motor Show. Featured a 70 hp 5.7L inline six.
  • 1926 Maybach W5: 7L inline six, 120 hp
  • 1929 Maybach 12: V12 precursor to DS7/8
  • 1930 Maybach DSH: Doppel-Sechs-Halbe ("half a twelve cylinder") 1930–1937
  • 1930 Maybach DS7 Zeppelin: 7L V12, 150 hp
  • 1931 Maybach W6: Same engine as W5, longer wheelbase. 1931–1933
  • 1931 Maybach DS8 Zeppelin: 8L V12, 200 hp
  • 1934 Maybach W6 DSG: Featuring a twin overdrive transmission system
  • 1935 Maybach SW35: 3.5L 140 hp I6
  • 1936 Maybach SW38: 3.8L 140 hp I6
  • 1939 Maybach SW42: 4.2L 140 hp I6
  • 1945 Maybach JW61: 3.8L 145 hp I6

Engines

  • Maybach HL120
  • Maybach HL116
  • Maybach HL210
  • Maybach HL230

Post-revival

Sales

In November 2020, Daimler announced that it planned to double its Maybach sales, based on strong Chinese demand, where the car is used as a limousine.[38]

See also

  • List of German car manufacturers
  • Maybach Foundation
  • Maybach I and II, two World War II bunker complexes named after the engines
  • Museum for Historical Maybach Vehicles

External links

References

  1. Wilhelm Maybach Forvo, the pronunciation dictionary, retrieved 24 August 2012^
  2. Sven Raphael Schneider. 23 Luxury Car Brands You're Mispronouncing: How to Pronounce Mercedes Benz, Jaguar, Bugatti, & More Gentlemen's Gazette, 26 October 2020^
  3. Dorothee Tschampa. Mercedes Revives Maybach Name to Challenge Rolls-Royce Bloomberg, 11 November 2014^
  4. Focus on the Marque: Maybach Issuu, retrieved 2024-12-27^
  5. David Fletcher, David Wiley, et al., "Workshop Manual: Tiger Tank Panzerkampfwagen VI Ausf. E (Sd.Kfz. 181)", Haynes in conjunction with The Tank Museum, 2011, p. 19.^
  6. Muamer Hodzic. Nick Faldo is the new Maybach brand ambassador BenzInsider.com, 19 March 2007, retrieved 24 August 2012^
  7. Eric Mack. DaimlerChrysler Turns Profit on $300,000 Maybach Edmunds.com, retrieved 3 November 2011^
  8. Can Maybach Be Mended? Automobile.automotive.com, retrieved 23 November 2011^
  9. John Neff. Mercedes-Benz buys back and closes 29 Maybach dealers Autoblog.com, October 2007, retrieved 23 November 2011^
  10. Mercedes puts Maybach out of its misery CNN, 28 November 2011^
  11. Maybach is Dead, Long Live Mercedes Top Gear, BBC Worldwide, January 2012^
  12. Stilles Ende einer Autolegende Tagesschau.de, 25 November 2011^
  13. Alex Taylor III. Mercedes puts Maybach out of its misery CNN Money, 28 November 2011, retrieved 22 April 2014^
  14. Drew Johnson. Daimler to rule on future of Maybach next month Leftlanenews.com, 13 June 2011, retrieved 23 November 2011^
  15. Vanessa Fuhrmans. A Handful of Maybachs Isn't Enough The Wall Street Journal, 8 August 2011^
  16. Daimler To Discontinue Maybach Brand in 2013 torontostar.morningstar.ca, 28 November 2011^
  17. Peter Valdes-Dapena. Rolls-Royce vs. Maybach CNNMoney, 22 March 2006^
  18. Traditionsmarke: Daimler beendet Maybach-Ära ftd.de, 25 November 2011^
  19. Maybach Comes to a Quiet End insideline.com, 14 August 2012, retrieved 14 August 2012^
  20. Harry Pretzlaff. Ende der Luxusmarke: Für den Maybach war nichts zu teuer stuttgarter-zeitung.de, 30 December 2012^
  21. Christiaan Hetzner. Daimler pulls plug on loss-making Maybach – paper 25 November 2011, retrieved 25 November 2011^
  22. 2016 Mercedes-Maybach S600 Sedan Mbusa.com, retrieved 16 January 2016^
  23. Maybach is back! Mercedes revamps car naming structure Auto Express, 11 November 2014, retrieved 11 November 2014^
  24. Mercedes-Maybach Pullman S600 limo to debut at Geneva auto show Autonews, retrieved 19 February 2015^
  25. Brandon Turkus. Mercedes-Maybach S600 is not the luxury limo we expected Autoblog.com, 19 November 2014, retrieved 2 December 2014^
  26. Mercedes-Maybach S-Class: Stylish, effortless superiority combined with trend-setting exclusivity Mercedes-Benz, 19 November 2014, retrieved 2 December 2014^
  27. Dan Neil. Mercedes-Maybach S600: The Silence Is Deafening The Wall Street Journal, 7 February 2015^
  28. Jim Holder. 2015 Mercedes-Maybach S600 – prices, specification and gallery Autocar, 13 January 2015, retrieved 16 January 2016^
  29. Mercedes-Maybach S500 and S600 Launched in India^
  30. Mercedes-Maybach S 500 and S 600 Launched in India^
  31. Mercedes Alabama plant launches production of ultra-luxury Maybach 2 October 2020^
  32. Vision Mercedes-Maybach 6 concept coupe previews 2017 production car Auto Express, 19 August 2016, retrieved 19 August 2016^
  33. 2004 Highest Year on Record for Mercedes-Benz USA Theautochannel.com, retrieved 2011-11-23^
  34. Mercedes-Benz Rings in the New Year with Record 2006 Sales Theautochannel.com, retrieved 2011-11-23^
  35. Mercedes-Benz USA's Sales Drop 32.1 Percent In December 2008 Emercedesbenz.com, 2009-01-05, retrieved 2011-11-23^
  36. Highest Sales Month for the Year at 21,469 Brings Mercedes-Benz to an... Prnewswire.com, 4 January 2011, retrieved 2011-11-23^
  37. 2022 (Full Year) Global: Mercedes-Benz Sales Worldwide by Region and Model - Car Sales Statistics retrieved 2023-11-23^
  38. Luxury carmaker Maybach has high ambitions for China BBC News, 2020-11-20, retrieved 2020-11-21^