Mercedes revives Maybach to tackle Rolls-Royce… again image

The third-largest premium automaker in the world, Mercedes-Benz, has decided to give the historic Maybach brand another go in an attempt to compete with the ultra-luxury offerings from Bentley and Rolls-Royce.

The Maybach, Bentley and Rolls-Royce rivalry is just another page in the never-ending battle between Mercedes, Audi and BMW, the respective owners of the luxurious brands. While the latter simply bought a trial and tested brand, Mercedes took another path and tried to impose Maybach as a true contender practically starting from the scratch. While the Maybach brand is one with enough history, it lacked the continuity of Bentley and Rolls-Royce – which ultimately led to its demise as an independent unit.

Now, Maybach, a 1930s-era marque, gets another chance as a sub-brand that would keep the Mercedes logo on the cars. It would simply move to offer more spacious and opulent variants of models such as the S-Class limousine. Mercedes is now simply reverting a decision from 2011, which axed the brand following disappointing sales and losses. Now, the models would be based on existing platforms and would be easily adapted (and, most of all, cost effective) to attract the world’s wealthiest auto buyers. The first Maybach branded car is already around the corner, with a public unveiling due later this month during the Los Angeles Auto Show.

Via Bloomberg