BMW 9-Series rumoured as flagship to challenge Mercedes-Maybach S-Class
BMW is reported to be developing a 9-Series saloon aimed directly at the Mercedes-Maybach S-Class, with a possible launch as early as 2017 if approved.
BMW is reportedly weighing the launch of a new 9-Series luxury saloon to sit above the current 7-Series, directly targeting the Mercedes-Maybach S-Class. Sources suggest the project could reach production as early as 2017 if it receives final approval from BMW management.
Positioning above the 7-Series
The proposed 9-Series would become BMW’s most luxurious saloon, extending the brand’s line-up into territory currently occupied by the Mercedes-Maybach S-Class. At an estimated 5,500 mm in length, the 9-Series would be notably longer than the existing 7-Series, with a stretched wheelbase to maximise rear passenger comfort and cabin space. This move would mark BMW’s first direct attempt to compete with Maybach-branded models under its own badge, rather than via Rolls-Royce, which it owns but operates as a separate marque.
BMW’s decision to consider a 9-Series comes as Mercedes-Benz has repositioned Maybach as an ultra-luxury sub-brand with the S-Class at its core. The 9-Series would allow BMW to offer a flagship saloon with advanced technology and luxury features, without encroaching on the even more exclusive Rolls-Royce range.
Design and technology influences
Design cues for the 9-Series are expected to draw heavily from the Vision Future Luxury Concept shown in 2014. Reports suggest the production car could feature laser headlights and OLED taillights, both previewed by the concept. While the show car’s styling was dramatic, the final 9-Series is likely to be toned down for production, focusing on understated luxury and advanced materials.
Market implications and brand strategy
If BMW proceeds, the 9-Series would fill a gap between the 7-Series and Rolls-Royce Ghost, offering a flagship under the BMW badge to compete with Mercedes-Maybach’s approach. This strategy could help BMW strengthen its position in the ultra-luxury saloon segment, particularly in markets such as China and the US, where demand for long-wheelbase executive models remains strong.
Some industry observers have questioned whether BMW needs a 9-Series given its ownership of Rolls-Royce. However, the 9-Series would likely be priced and positioned below the Ghost, appealing to buyers seeking top-tier luxury with a more discreet badge.
No official confirmation yet
BMW has not confirmed the 9-Series project. Details remain limited, and the model’s future depends on internal approval and market conditions. If greenlit, the 9-Series could debut as early as 2017, but as of early 2015, the car remains at the rumour stage.
