Maybach has big plans for the maximalist limousines it's made occasionally for the past 113 years, a line that now includes the Mercedes-Maybach S-Class and Mercedes-Maybach GLS.
There is the two-tone Mercedes-Maybach S680 sedan developed by Virgil Abloh, the late head of menswear for Louis Vuitton, which goes on sale globally later this year with a limited run of 150 units. Also by Abloh, in conjunction with Gorden Wagener, the chief design officer for Mercedes group: the electric off-road concept called Project Maybach.
Meanwhile, Mercedes-Maybach's "Haute Voiture" concept unveiled on May 18 promises bouclé door panels reminiscent of Chanel suits and a launch date next year. An electric Mercedes-Maybach SUV will soon follow. There is also a new business plan at Mercedes-Benz that focuses on higher-end, higher-margin vehicles like those from its Maybach division, which has a fresh young chief executive officer just a few months into his tenure.
With all that excitement, Maybach, it seems, could be poised for a resurgence.
"There has been a restart," Mercedes-Benz CEO Ola Kallenius said in an interview in Monaco on May 18. "This is the rejuvenation of the Maybach brand."