Mercedes-Benz Relaunches Maybach, Adds S-550 Plug-In Hybrid

Courtesy of Mercedes
Interior of Mercedes-Maybach

With sales at an all-time high thanks to its entry level CLA, Mercedes makes a play for the ultra-luxury market with the Mercedes-Maybach S600

Underscoring the surging demand for vehicles at the top of the luxury market, Mercedes-Benz revived its Maybach nameplate on Wednesday at the Los Angeles Auto Show with the $200,000 Mercedes-Maybach S-600. 

It also introduced additions to its flagship S-Class marque — a plug-in hybrid version of the flagship S500 sedan, as well as models from its AMG performance division, the AMG GT and C63 sports car.

Mercedes shuttered the Maybach brand in 2013 amid lackluster sales. The model's relaunch under the S-Class banner is meant for Mercedes to capture a piece of the uppermost tier of the luxury market dominated by Rolls-Royce and Bentley, which have posted record sales with models like Rolls-Royce's Wraith that offer almost limitless options for customization.

"Mercedes-Maybach means an unparalleled combination of individualization," said Stephen Cannon, CEO of Mercedes Benz USA, during the unveiling. "This is what our most discerning customers have been asking us for — a car tailored to their aspirations."

Porsche and BMW offer or plan to offer exclusive versions of their flagship cars, at prices sometimes $100,000 above standard models — Porsche announced at the show that all 150 examples of its 2016 Panemera Exclusive, a super-luxury version of the Panamera Executive sedan, have found buyers.

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