Maybach
Sub-brand
UnclaimedA German ultra-luxury automobile marque operated today as the Mercedes-Maybach sub-brand of Mercedes-Benz.
Last updated August 31, 2026
Overview
Maybach is a German ultra-luxury automobile marque whose history spans aircraft engines, rail and marine power, pre-war prestige cars, military engines, and modern high-end Mercedes-Benz vehicles. Wilhelm Maybach, formerly the technical director of Daimler-Motoren-Gesellschaft, founded the company with his son Karl on 23 March 1909. The original business was established as Luftfahrzeug-Motorenbau GmbH, a subsidiary of Luftschiffbau Zeppelin, and initially concentrated on petrol and diesel engines for Zeppelins and aircraft. It was renamed Maybach-Motorenbau GmbH in 1912. After the First World War restricted aircraft production in Germany, Maybach turned toward automobiles. Its first experimental car appeared in 1919, followed by the W3, introduced at the 1921 Berlin Motor Show. Through the 1920s and 1930s, Maybach built large, technically sophisticated and highly coachbuilt automobiles, including the Zeppelin series and the SW range. These vehicles competed in the prestige segment through powerful engines, spacious cabins and custom bodywork. The company also continued to supply heavy-duty engines for railways and marine applications. Approximately 1,800 Maybach automobiles were built before the Second World War. During the Second World War, Maybach became a major supplier of engines for German military vehicles. Its power units were used in many German tanks and half-tracks, including engines associated with the Panther and Tiger tank families. Allied bombing damaged the Friedrichshafen plant, and production facilities were partly moved underground. After the war, Maybach did not resume passenger-car production. Daimler-Benz acquired the company in 1960, after which the Maybach name was used selectively for special Mercedes-Benz vehicles and the engine business evolved into the industrial-power company later known as MTU Friedrichshafen. Daimler revived Maybach as a standalone ultra-luxury car brand in 2002. The Maybach 57 and 62 were based substantially on Mercedes-Benz technology but were positioned above the Mercedes-Benz S-Class in size, equipment and price. Later products included the 57S, 62S, Landaulet, Zeppelin editions and the Exelero concept. The revival struggled to achieve the global recognition and sales volumes of Rolls-Royce and Bentley. The effects of the global financial crisis, limited brand awareness, shared engineering and production relationships with Mercedes-Benz, and criticism of the cars' differentiation all contributed to weak demand. Daimler announced the end of Maybach as an independent brand in 2011, and the last standalone vehicle was produced in December 2012. In 2014, Daimler announced that Maybach would return as a sub-brand of Mercedes-Benz. The first modern Mercedes-Maybach model, the S-Class-based S600, was presented for the 2015 model year. The strategy placed Maybach alongside Mercedes-AMG as a specialized Mercedes-Benz luxury label rather than as a separate manufacturer. The portfolio subsequently expanded from the S-Class to the GLS luxury SUV, the G-Class-based G 650 Landaulet, the SL roadster and the electric EQS SUV. Production has occurred at Mercedes-Benz facilities including Sindelfingen, Pune and Vance, Alabama, depending on model and market. Today, Mercedes-Maybach represents Mercedes-Benz's highest-volume ultra-luxury offering, emphasizing rear-seat comfort, bespoke-style materials, quietness, personalization, powerful engines and chauffeur-oriented use. China has become especially important to the brand, and Mercedes-Benz stated in 2020 that it planned to double Maybach sales in response to strong Chinese demand. The marque remains active, but its products are marketed and engineered within the Mercedes-Benz ecosystem rather than as an independent automobile company.
History
Maybach began on 23 March 1909, when Wilhelm Maybach and his son Karl founded Luftfahrzeug-Motorenbau GmbH in Friedrichshafen. The company was initially linked to Luftschiffbau Zeppelin and developed engines for aircraft and airships. Its Maybach Mb.IVa was used in German aviation and airship applications during the First World War. The company adopted the name Maybach-Motorenbau GmbH in 1912. With post-war restrictions limiting aircraft production, Maybach entered the automobile business. An experimental car was built in 1919, and the W3 became the first production Maybach automobile when it was shown in Berlin in 1921. The marque developed large, expensive cars such as the W5, Maybach 12, DSH, DS7 Zeppelin and DS8 Zeppelin, followed by the SW35, SW38 and SW42. These cars were commonly supplied with elaborate coachbuilt bodies and were intended for customers seeking exceptional size, mechanical refinement and exclusivity. Maybach also remained active in rail, marine and industrial engines. The Second World War changed the company's role. Maybach supplied engines for a large proportion of Germany's tanks and half-tracked vehicles, including power units associated with the Panzer, Panther and Tiger families. The Friedrichshafen engine works were targeted by Allied bombing, and some production was moved to an underground facility in occupied Czechoslovakia. Passenger-car production never resumed after the war. Daimler-Benz acquired Maybach in 1960, and the name was subsequently used for special Mercedes-Benz vehicles while the core engine business developed into MTU Friedrichshafen and later became associated with Rolls-Royce Power Systems. Daimler presented a Maybach luxury concept at the 1997 Tokyo Motor Show and revived the marque as a production automobile brand in 2002. The Maybach 57 and 62 used extensive Mercedes-Benz technology and were distinguished by their length, rear-cabin amenities, V12 engines and high levels of equipment. The 57S and 62S added a more performance-oriented character, while the Landaulet and Zeppelin editions emphasized rarity and formal luxury. The cars were promoted with ambassadors including Ulrich Schmid-Maybach and golfer Nick Faldo, but sales remained far below Daimler's expectations. Maybach sold only 157 vehicles worldwide in 2010 according to figures cited in the reference material, and Daimler decided that the brand could not be sustained as a separate marque. The final standalone car left the Sindelfingen line on 17 December 2012. The Maybach name returned in 2014 as Mercedes-Maybach, a sub-brand positioned above standard Mercedes-Benz products and conceptually comparable to Mercedes-AMG as a specialized performance or luxury division. The S-Class-based Mercedes-Maybach S600 launched in 2015, followed by V8 and V12 derivatives, the S-Class Pullman, the G 650 Landaulet and the GLS 600. Mercedes-Maybach production expanded to Pune, India, and Vance, Alabama. Concept and limited-edition projects, including the Vision Mercedes-Maybach 6 and Project Maybach, extended the brand's design language beyond regular production models. The current range includes S-Class sedans, GLS and EQS SUVs, and SL roadsters, with China playing a particularly important role in demand.
- 2025
Mercedes-Maybach SL models are listed
[2]The SL580 and SL680 extend the modern Maybach portfolio into open-top grand touring.
- 2023
Mercedes-Maybach EQS SUV joins the range
[2]Maybach expands into electric luxury SUVs with the EQS 680 SUV.
- 2020
GLS production begins in Alabama
[1]The Mercedes-Maybach GLS 600 begins production at Mercedes-Benz's Vance, Alabama, facility.
- 2016
Vision Mercedes-Maybach 6 is unveiled
[1]A large electric luxury coupe concept is presented at the Pebble Beach Concours d'Elegance.
- 2015
Mercedes-Maybach S-Class launches
[1]The S600 and related S-Class derivatives establish the modern Mercedes-Maybach range.
- 2014
Mercedes-Maybach is announced
[1]Maybach is repositioned as a Mercedes-Benz sub-brand based initially on the S-Class.
- 2012
Final independent Maybach is built
[1]Production of the standalone Maybach 57 and 62 family ends at Sindelfingen.
- 2011
Standalone brand discontinued
[1]Daimler announces that Maybach will cease to operate as an independent brand because of poor sales.
- 2002
Standalone Maybach returns
[1]The Maybach 57 and 62 enter production as Daimler's revived ultra-luxury automobiles.
- 1997
Maybach luxury concept is shown
[1]Daimler presents a Maybach concept at the Tokyo Motor Show, signaling the planned return of the marque.
Showing the 10 most recent.
Products and positioning
Ultra-luxury, chauffeur-oriented comfort, exclusivity, advanced Mercedes-Benz technology and highly personalized presentation.
Luxury automobiles · 1921
Pre-war Maybach automobiles
The W3, W5, W6, Maybach 12, DSH, DS7 Zeppelin, DS8 Zeppelin and SW-series cars formed Maybach's original automobile portfolio. They were large, technically advanced vehicles with six- or twelve-cylinder engines and bodies frequently supplied or completed by specialist coachbuilders. Their combination of engineering sophistication, spacious interiors and formal presentation established the historical luxury identity later reused by Mercedes-Maybach.
Ultra-luxury sedans · 2002
Maybach 57 and 62
Introduced in 2002, the 57 and 62 were the central products of Maybach's modern standalone revival. Their names referred approximately to vehicle length in decimeters. Both used extensive Mercedes-Benz engineering but added exceptional rear-seat space, V12 power, premium materials and limousine-style equipment. The longer 62 was especially oriented toward chauffeur-driven use, while later S and special editions added stronger performance or greater exclusivity.
Performance luxury sedans · 2005
Maybach 57S and 62S
The S variants added a more assertive presentation and higher-performance powertrains to the 57 and 62. The 57S used a 6.0-liter V12 bi-turbo engine and was described as a special rather than purely sporting model. The 62S served the same role in the longer-wheelbase body, combining rear-cabin opulence with increased power and distinctive exterior and interior treatment.
Ultra-luxury sedans · 2015
Mercedes-Maybach S-Class
The Mercedes-Maybach S-Class is the core product of the modern sub-brand. It combines S-Class architecture with a longer, more spacious rear cabin, reclining executive seats, premium audio, advanced climate and massage functions, special trim and extensive personalization. V8 and V12 versions have been offered under changing market names, and the model is positioned for both owner-driven and chauffeur-driven luxury use.
Ultra-luxury SUVs · 2019
Mercedes-Maybach GLS
The Mercedes-Maybach GLS brings the sub-brand's rear-passenger comfort and visual distinction to a large SUV format. The GLS 600 combines a powerful petrol drivetrain with a highly appointed cabin, individual rear seating options, premium materials and bespoke-style exterior details. It broadens Maybach's appeal in markets where large luxury SUVs are preferred over traditional limousines.
Electric luxury SUVs · 2023
Mercedes-Maybach EQS SUV
The EQS 680 SUV extends Maybach into battery-electric mobility. It uses the Mercedes-EQ large-SUV platform while adding Maybach-specific styling, cabin materials, rear-seat comfort and luxury presentation. The product is intended to preserve the marque's emphasis on serenity and effortless travel while replacing a combustion-engine drivetrain with electric propulsion.
Luxury roadsters · 2025
Mercedes-Maybach SL
The Mercedes-Maybach SL applies the marque's luxury treatment to an open-top grand-touring format. The SL580 and SL680 are presented as highly exclusive roadsters with Maybach-specific styling, materials and detailing, combining a more expressive driving format with the brand's emphasis on refinement and status.
Concept and special vehicle · 2005
Maybach Exelero
The Exelero was a one-off high-performance Maybach prototype shown in 2005. Its dramatic coupe body and powerful drivetrain made it a design and engineering statement rather than a volume-production model. It demonstrated how the revived Maybach brand could be used for unusual, highly exclusive projects beyond conventional limousine derivatives.
Special luxury SUV · 2017
Mercedes-Maybach G 650 Landaulet
The G 650 Landaulet combined the high-clearance, expedition-derived character of the G-Class with a partially open rear passenger compartment and Maybach luxury equipment. Its unusual body configuration, limited availability and extreme dimensions made it a halo product intended to emphasize exclusivity rather than mainstream utility.
Marketing campaigns
- 2023Project Maybach
International
Mercedes-Benz collaborated with designer Virgil Abloh on Project Maybach, producing an expansive solar-influenced off-road roadster show car and a special Maybach S680-related vehicle.
Outcome. The project extended Maybach's design and cultural reach; the show car remained a concept while the S680 special vehicle was offered for purchase.
- 2014Mercedes-Maybach repositioning
Global
The Maybach name was repositioned as a Mercedes-Benz sub-brand rather than an independent manufacturer, using the S-Class as its initial foundation.
Outcome. The strategy reduced standalone-brand risk and enabled Maybach to expand into Mercedes-Benz sedan, SUV, electric and roadster families.
- 2002Maybach brand revival launch
United States · Europe · International
Daimler relaunched Maybach as a standalone ultra-luxury marque with the 57 and 62 sedans. The launch emphasized German engineering, limousine comfort and exclusivity.
Outcome. The revival established a visible product presence but did not reach Daimler's targeted sales volumes.
- 2002Maybach ambassador program
International
Mercedes-Benz used Maybach heir Ulrich Schmid-Maybach and golfer Nick Faldo as brand ambassadors to support the marque's relaunch and communicate heritage and prestige.
Outcome. The program added heritage and celebrity visibility, but the brand's commercial performance remained weak.
Brand decisions
2020
Target increased Maybach salesStrategyBackground
Daimler cited strong Chinese demand and the use of Maybach vehicles as limousines.
Action taken
Daimler stated that it planned to double Maybach sales.
Aftermath
The company continued expanding the range and adding production capacity for the Maybach GLS and later electric products.
2014
Reintroduce Maybach as Mercedes-MaybachStrategyBackground
Daimler concluded that the Maybach name had stronger commercial prospects when attached to the established Mercedes-Benz brand.
Action taken
The company announced an upscale Mercedes-Maybach version of the S-Class, positioned as a specialized luxury line within the Mercedes-Benz portfolio.
Aftermath
The sub-brand expanded to the GLS, EQS SUV and SL, while Mercedes-Benz retained shared platforms and production infrastructure.
2011
End the standalone Maybach brandStrategyBackground
The revived 57 and 62 range generated substantially lower sales than Daimler had expected, while the global financial crisis increased pressure on the ultra-luxury business.
Action taken
Daimler announced that Maybach would cease to exist as an independent marque and that future products would be developed through Mercedes-Benz.
Aftermath
The final standalone vehicle was produced in December 2012, and Maybach was subsequently relaunched as a Mercedes-Benz sub-brand.
Recent events
- 2023
Mercedes-Maybach EQS SUV enters the portfolio[2]
Product launch · Product generation
The electric EQS SUV became part of the Mercedes-Maybach range, extending the marque into battery-electric ultra-luxury vehicles.
- 2023
Mercedes-Maybach expands into electric luxury with EQS SUV[1]
Product launch · Product generation
The Mercedes-Maybach EQS 680 SUV brought the sub-brand's luxury treatment to a battery-electric SUV format.
- 2020
Mercedes-Maybach expands production to the United States[1]
Product launch
Mercedes-Benz began producing the Mercedes-Maybach GLS 600 at its vehicle plant in Vance, Alabama.
- 2020
Daimler targets higher Maybach sales on Chinese demand[1]
Other
Daimler said it intended to double Maybach sales, citing strong demand from China and the model's use as a luxury limousine.
- 2020
Mercedes-Maybach GLS production begins in Alabama[1]
Product launch · Product generation
Mercedes-Benz began producing the Mercedes-Maybach GLS 600 at its Alabama facility, expanding the sub-brand into the large luxury SUV segment.
- 2020
Daimler targets substantial Maybach sales growth on Chinese demand[1]
Other
Daimler said it planned to double Maybach sales, citing strong demand in China and the use of the vehicles as luxury limousines.
- 2015
Mercedes-Maybach S-Class enters production and international markets[1]
Product launch · Product generation
The new S-Class-based Mercedes-Maybach was presented at international motor shows and entered production, including assembly in Pune, India.
- 2014
Mercedes-Benz revives Maybach as a sub-brand[1]
Product launch
Daimler announced that Maybach would return as Mercedes-Maybach, beginning with an ultra-luxury derivative of the Mercedes-Benz S-Class.
- 2014
Mercedes-Maybach returns as a Mercedes-Benz sub-brand[1]
Product launch
Daimler announced a new Mercedes-Maybach strategy based on Mercedes-Benz vehicles, beginning with an ultra-luxury S-Class derivative.
- 2012
The last standalone Maybach is produced[1]
Other
The final independent Maybach vehicle was manufactured at Sindelfingen in December 2012, ending the marque's second standalone era.
Showing the 10 most recent.
Sources3 sources
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