Remember Maybach? Well, it's coming back, and packing an even more significant punch. Daimler AG will relaunch the ultra-luxury brand as Mercedes-Maybach with new top-end versions of the Mercedes-Benz S-Class, and a high-end SUV.
The first model, the Mercedes-Maybach S600 limousine, will debut at the Guangzhou and Los Angeles auto shows this month, according to Reuters. Mercedes-Benz ceased Maybach production in 2012 after disappointing sales of the single-model lineup assembled with Mercedes-Benz DNA that retailed for more than $380,000.
At the time, Maybachs were marketed as a separate brand at the time from Mercedes-Benz. Maybach-Mercedes will play heavily in China, the United States, Russia and Japan—key markets for the brand, according to Ola Kaellenius, the Mercedes-Benz executive responsible for marketing and sales.
Mercedes-Benz also said it has plans to launch a new system to label a number of its model series in order to help customers understand the company's ballooning range of available vehicles.
Jens Thiemer, head of marketing communications for Mercedes-Benz passenger cars announced this week that Mercedes-Benz sport-utility vehicles will all be sold as GLs and assigned to classes, such as A, C, and E.
"The logic built up on the basis of the core model series will enable our customers to find their way round our growing product portfolio better," said Thiemer in a press statement.
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