BMW rules out 9-Series as Mercedes-Maybach rival
BMW has confirmed it will not produce a 9-Series flagship saloon to compete with the Mercedes-Maybach S-Class, citing its existing luxury line-up and Rolls-Royce ownership.
BMW has officially dismissed speculation about the introduction of a 9-Series flagship saloon designed to compete with the Mercedes-Maybach S-Class. This clarification comes after reports suggested that BMW was preparing a new ultra-luxury model positioned above the 7-Series, potentially drawing inspiration from the Vision Future Luxury Concept. According to a representative from BMW, there are no plans to produce such a model, putting an end to ongoing rumours.
BMW Denies 9-Series as Mercedes-Maybach Rival
Background: Rumours and Reports
The speculation about a possible BMW 9-Series gained traction following reports that the brand was considering a new flagship saloon. The rumoured car was expected to feature a longer wheelbase than the existing 7-Series and incorporate advanced technologies such as laser headlights and OLED tail lights. Design cues were said to be borrowed from the Vision Future Luxury Concept, which BMW had showcased in 2014. These reports positioned the 9-Series as a direct rival to the Mercedes-Maybach S-Class, which was relaunched in 2014 to target buyers seeking even greater exclusivity and rear-seat luxury beyond the standard S-Class range.
However, BMW has now made it clear that these plans will not come to fruition. The company’s decision is influenced by its current luxury strategy and its ownership of Rolls-Royce, a marque that already competes in the ultra-luxury segment. BMW’s 7-Series continues to serve as the flagship saloon within its own range, while Rolls-Royce caters to customers seeking even higher levels of luxury and exclusivity.
BMW’s Luxury Strategy and Rolls-Royce’s Role
BMW’s approach to the luxury market is to maintain a clear distinction between its own flagship offerings and those of Rolls-Royce. The 7-Series remains the pinnacle of the BMW line-up, offering advanced technology, comfort, and performance. For buyers desiring more bespoke luxury, Rolls-Royce provides the Ghost, Wraith, and Phantom, with new generations of these models in development at the time. This separation allows BMW to focus on its core strengths while leveraging the prestige and heritage of Rolls-Royce in the ultra-luxury arena.
The decision not to pursue a 9-Series also reflects BMW’s assessment of market demand. The presence of Rolls-Royce in its portfolio means there is little commercial or strategic incentive for BMW to introduce a separate flagship saloon above the 7-Series. Instead, the company continues to refine and develop the 7-Series, which has been seen testing in updated forms, ensuring it remains competitive within the luxury saloon segment.
Comparison: BMW vs Mercedes-Maybach in the Flagship Segment
| Brand | Top Saloon Model | Ultra-Luxury Offering | Approach |
|---|---|---|---|
| BMW | 7-Series | Rolls-Royce Ghost, Phantom | No BMW-badged model above 7-Series; ultra-luxury via Rolls-Royce |
| Mercedes-Benz | S-Class | Mercedes-Maybach S-Class | Extends S-Class with Maybach badge for added luxury |
While Mercedes-Benz extends its S-Class range with the Maybach badge to target the ultra-luxury saloon market, BMW chooses not to create a separate 9-Series. Instead, BMW relies on Rolls-Royce to serve customers seeking the highest levels of luxury, craftsmanship, and exclusivity. This strategy allows BMW to avoid internal competition between its own models and those of Rolls-Royce, preserving the unique identity of each brand within the group.
Implications for the Future
BMW’s confirmation that it will not produce a 9-Series as a Mercedes-Maybach competitor clarifies the brand’s position in the luxury market. The decision ensures that Rolls-Royce remains the group’s flagship for bespoke luxury, while the BMW 7-Series continues to evolve as the brand’s most advanced saloon. For buyers, this means that those seeking the ultimate in luxury and personalisation will continue to turn to Rolls-Royce, while the 7-Series will serve those looking for a blend of performance, technology, and comfort within the BMW line-up.
The move also has positive implications for the future of Rolls-Royce, as it avoids internal competition and allows the British marque to develop new generations of its models without overlap from a potential BMW flagship. As a result, both brands can focus on their respective strengths and customer bases.
Summary
- BMW has denied plans for a 9-Series flagship saloon to rival the Mercedes-Maybach S-Class.
- The 7-Series remains BMW’s top saloon, with no model planned above it.
- Rolls-Royce, owned by BMW, continues to serve the ultra-luxury market with models such as the Ghost and Phantom.
- BMW’s decision helps maintain a clear distinction between its own luxury offerings and those of Rolls-Royce.
