Maybach

Maybach is an ultra-luxury automotive brand originating from Germany, currently the top subsidiary brand of the Mercedes-Benz Group, headquartered in Stuttgart, Germany. The brand was founded by German engineer Wilhelm Maybach and his son Karl Maybach in 1919, renowned for manufacturing ultra-luxury sedans that combined top-tier engineering technology, and was once hailed as "the Rolls-Royce of Germany". After experiencing war-related production suspension in the 1940s, brand acquisition in the 1960s, and an independent relaunch followed by discontinuation in the early 21st century, Maybach returned in 2014 as the new subsidiary brand "Mercedes-Maybach", becoming an important strategic pillar for the Mercedes-Benz Group in expanding the Top-End luxury market. The year 2026 marks the 105th anniversary of the Maybach brand heritage, as well as the 140th anniversary of the invention of the Mercedes-Benz automobile. Currently, the brand's products cover three flagship series centred on the Maybach S-Class sedan, the Maybach GLS SUV, and the Maybach EQS pure electric SUV, sold in major global luxury automotive markets, with the Chinese market contributing over 70% of the brand's global sales.

Development History

The birth of the Maybach brand is inseparable from the lifelong pursuit of two industrial pioneers. Wilhelm Maybach (1846–1929) was the chief designer of the first Mercedes-Benz automobiles and, together with Gottlieb Daimler, co-invented one of the earliest internal combustion engines, establishing the technical foundation of German luxury cars in the early automotive industry in the guise of "King of Design Engineers". His son Karl Maybach inherited the family business and built the first experimental car, the W1, based on four Mercedes-Benz sedan chassis in 1919, thereby opening the historical chapter of Maybach as an independent automotive brand. In 1921, Karl Maybach officially launched the first mass-produced sedan, the W3, at the Berlin Auto Show, establishing the brand's luxury tone with the philosophy of "building cars like creating art." Subsequently, the brand continuously launched models equipped with groundbreaking technology: the 1926 W5 sedan, the 1929 "Maybach 12" (Ds7) equipped with the first 12-cylinder engine, and the flagship "Zeppelin" Ds8 in 1931, which combined top-tier technology, power performance, and comfort.

In 1941, the Second World War forced Maybach to suspend production, and the brand entered a sixty-year period of silence. In 1960, the Maybach brand was acquired by the Daimler Group. At the turn of the new century, Mercedes-Benz decided to revive this legendary brand and launched the independently relaunched Maybach 57 and Maybach 62 in 2002, attempting to compete with Rolls-Royce and Bentley in the ultra-luxury market, subsequently introducing derivative models such as the Maybach 57S, Maybach 62S, and the limited-edition Landaulet. However, the independent relaunch strategy failed owing to market positioning, cost pressures, and sales falling short of expectations. Daimler-Benz announced in 2011 that the Maybach brand would be fully discontinued in 2013.

In 2014, Mercedes-Benz adjusted its strategy, transforming Maybach from an independent ultra-luxury brand into a top subsidiary brand under Mercedes-Benz, named "Mercedes-Maybach." The first model, the Mercedes-Maybach S600, was officially launched in November 2014. Based on the Mercedes-Benz S-Class flagship sedan, it successfully achieved a brand revival through significant wheelbase extension, an exclusive luxury interior, and precision tuning. Subsequently, the Maybach product matrix expanded: from 2018 onwards, ultra-luxury concept cars were introduced; in 2022, the Maybach S680 limited edition was launched in collaboration with the late designer Virgil Abloh; in 2023, the first plug-in hybrid model was released; in 2024, the new Maybach GLS and Maybach EQS SUV were launched; and in 2025, the S-Class was updated for the model year. On 24 March 2026, the new-generation Mercedes-Maybach S-Class sedan made its global premiere in Beijing and officially debuted at the April Beijing Auto Show, regarded as the most comprehensive upgrade in the brand's history.

Product Lineup

The Maybach brand centres on three flagship models, covering three major market segments: luxury sedans, large SUVs, and pure electric SUVs.

The flagship sedan, the Maybach S-Class, is the core pillar of the brand, with a body length of 5,484 mm and a wheelbase of 3,396 mm—extended by 180 mm compared to the standard long-wheelbase S-Class, all of which is devoted to expanding rear legroom. Equipped with first-class independent rear seats, it can achieve a wide range of angle adjustment from 19° to 43.5°, with legroom of up to 1.4 metres. The powertrain offers three combinations: a V12 engine (the V12 version continues to be supplied to the Chinese market), a new V8 high-performance engine, and an inline-6 cylinder engine. The new V8 engine delivers a maximum power of 467 kW (approximately 635 hp) and a peak torque of 1,055 N·m. The 2026 model comes as standard with a luminous vertical grille, a lightable three-pointed star bonnet ornament, C-pillar luminous Maybach emblem, and floating bearing centre wheel caps, significantly enhancing exterior vehicle identification.

The large SUV, the Maybach GLS, is positioned as the brand's top SUV. The 2026 model's official guide price ranges from 1,498,000 to 2,788,000 RMB. The new car discontinues the entry-level GLS 480 4MATIC model, with sales commencing from the GLS 480 4MATIC Lounge Edition. The entire series offers two engines: a 3.0T inline-6 (maximum power 280 kW, maximum torque 500 N·m) and a 4.0T V8 (maximum power 410 kW, 770 N·m), both mated to a 48V mild-hybrid system and a 9-speed automatic transmission, and fitted as standard with air suspension and an exclusive Maybach driving mode. The wheelbase reaches 3,135 mm, with 5-seat or 4-seat layout options.

The pure electric SUV, the Maybach EQS SUV, is the brand's first mass-produced work in the transition to electrification, built on the Mercedes-Benz EQS SUV luxury pure electric architecture. The domestic 2025 model Maybach EQS 680 Lounge Edition has an official guide price of 1,486,000 RMB, equipped with a dual-motor 4WD system, with combined power reaching 470 kW (approximately 638 hp), total torque of 950 N·m, a CLTC range of 611 km, and a 0–100 km/h acceleration time of just 4.5 seconds. The cabin features an OLED curved MBUX Hyperscreen, comprising a 12.3-inch full-LCD instrument cluster, a 17.7-inch central screen, and a 12.3-inch front passenger entertainment screen, paired with the MBUX Rear Entertainment System. In addition, Maybach also offers the plug-in hybrid version S 580 e, with a pure electric range of approximately 100 km, as well as exclusive custom models such as the S 580 e Midnight Edition.

Market Performance

After experiencing a sales trough during the independent relaunch stage, the Maybach brand has maintained strong growth since returning as a subsidiary brand in 2014. In the first quarter of 2026, Maybach's global retail sales increased by 22% year-on-year, G-Class grew by 16%, SL increased by 47%, and GLC and GLE each grew by 17% and 19%. Significant growth in Maybach, G-Class, and the flagship sports car SL has become an important cornerstone driving Mercedes-Benz's high-end vehicle segment, effectively offsetting sales fluctuations in other product lines. In an overall environment where Mercedes-Benz high-end models (including AMG, Maybach, G-Class, S-Class, GLS, EQS, and EQS SUV) saw a 5% year-on-year decline, Maybach's reverse growth demonstrates its irreplaceability in the top-tier niche market.

The Chinese market is the absolute focus of the Maybach brand. According to Mercedes-Benz Group Board Chairman Oliver Zipse, for every 3 S-Class sedans sold globally, 1 is a Maybach S-Class, and for every 2 S-Class sedans sold in the Chinese market, 1 is a Maybach S-Class. Over 70% of the brand's sales come from the Chinese market. From 2021 to 2025, Maybach S-Class sales in China were approximately 7,838 units, 10,817 units, 14,171 units, 12,449 units, and 11,310 units respectively. Although they have fallen back from the 2023 peak, annual sales levels remain stable above 10,000 units. Meanwhile, the Chinese high-end model Maextro S800, jointly launched by Huawei and JAC, began deliveries in June 2025, surpassing the Maybach S-Class with superior price-performance ratio and localised intelligent configurations, selling 11,930 units for the full year, thereby breaking Maybach's leading position in the large executive sedan market for the first time. Maybach immediately adopted a reactive strategy, actively discounting the entire series by 250,000 RMB, converting former optional features into standard configurations on a large scale, and releasing new-generation products ahead of schedule to cope with competitive pressure. By February 2026, the monthly sales gap between Maybach and Maextro in China had narrowed significantly to approximately 287 units, demonstrating the brand's strong market counter-punching ability.

Core Technologies

The core technology system of the Maybach brand is built on the top-tier engineering and forward-looking R&D achievements of the Mercedes-Benz Group. The most significant technical milestone is the new-generation Maybach S-Class being equipped, for the first time, with Mercedes-Benz's self-developed MB.OS architecture. This architecture connects assisted driving, intelligent cockpit, and performance into three functional domains, building a unified and sustainably evolving multi-domain integrated intelligent ecosystem. In terms of the cockpit, MB.OS collaborates with the Generative AI virtual assistant in the fourth-generation MBUX human-machine interaction system (integrating ChatGPT 4o, Microsoft Bing search, and Google Gemini large models). The high-end rear entertainment system, developed and led by the Chinese team, utilises an edge-side visual multimodal large model (VLM) to achieve passenger state recognition and timely adjustment of cockpit comfort configurations without the need for wake words or an internet connection. The front row features an integrated glass panel combining a 14.4-inch central display, a 12.3-inch passenger screen, and a 12.3-inch digital instrument cluster.

In terms of powertrain, Maybach is advancing in parallel on fuel and electric lines. The fuel powertrain takes the new V8 high-performance engine (450 kW peak power + 850 N·m torque, plus 17 kW 48V mild-hybrid assist) as its mainstay, while the V12 engine is provided for specific markets (especially China), representing a symbolic configuration at the pinnacle of mechanical craftsmanship. The Maybach GLS is equipped with a 3.0T inline-6 and a 4.0T V8 engine integrating a 48V mild-hybrid system. The Maybach EQS SUV, as the brand's first pure electric flagship, adopts a dual-motor 4WD structure, achieving 950 N·m of combined torque and over 600 km of WLTP range, equipped with up to 22 kW AC charging and approximately 200 kW DC fast-charging capability, opening the brand's pure electric path.

In terms of chassis and driving technology, the new-generation Maybach S-Class is equipped with an upgraded AIRMATIC air suspension, which can preview road surface information ahead (via a Car-to-X real-time communication system) to actively adjust damping; the intelligent Magic Body Control system incorporates road surface memory functionality. Combined with the rear-axle active steering system, it significantly reduces the turning diameter, balancing parking flexibility for large dimensions with high-speed driving stability.

Global Presence

The Maybach brand is deeply established in the global ultra-luxury automotive market, with China, the Middle East, and the United States serving as its three core regions. The Chinese market contributes over 70% of the global sales of the Maybach S-Class and the core share of global S-Class sales. To express its high regard for the Chinese market, Mercedes-Benz has arranged the global premieres of multiple Maybach flagship new cars in China: the new-generation Maybach S-Class made its global premiere in Beijing in March 2026, subsequently debuting at the April Beijing Auto Show. This is already the fifth time Maybach has completed its global premiere for its flagship models in China. Mercedes-Benz China also introduced local R&D strength during the new car design process; for example, the new-generation S-Class rear high-end smart cockpit system was fully led by the Chinese team in its development, achieving localised application of cloud instant-response large models.

In the North American market, the Maybach brand also shows strong growth. In the first quarter of 2026, Maybach's retail sales in the United States increased by 22% year-on-year, further consolidating its position among ultra-luxury consumer groups. Maybach continues to provide highly differentiated product choices for customers in different regions through official exclusive customisation projects (MANUFAKTUR Bespoke) and seasonal limited paint colours such as Midnight Edition and Sea and Mountain Blue, expanding brand loyalty in a global market where consumer personalisation needs are becoming increasingly refined. The brand currently carries out S-Class final assembly production at the Sindelfingen plant in Germany; the GLS series is manufactured at the Tuscaloosa plant in Alabama, USA; and the EQS pure electric series relies on the European EV plant and the Chinese local supply chain network to connect global supply.

Future Outlook

The Maybach brand is accelerating in three directions: electrification, intelligence, and product diversification, becoming the flagship pillar of the Mercedes-Benz "Top-End Luxury Strategy." According to Mercedes-Benz Group Board Chairman Oliver Zipse, Maybach is being built as an independent strategic brand unit running parallel to the AMG high-performance camp. While further improving the layout of top-tier niche markets and increasing profitability and brand influence, it will steadily expand new product categories.

In terms of electrification and intelligence, Maybach will continue to expand the pure electric product matrix and prepare for the launch of the future pure electric flagship sedan, as well as the application of the MB.EA large electric platform. The new-generation S-Class has already taken the lead in equipping the MB.OS architecture and currently the highest level L3 conditional autonomous driving system, capable of automatic lane-change assistance at speeds of up to approximately 110 km/h, with potential to further increase to 130 km/h later. Maybach will deeply promote the development of a cross-domain integrated distributed intelligent driving platform, remaining highly synchronised with the technology evolution of Mercedes-Benz's core product lines.

In terms of product expansion, in addition to continuously improving the competitiveness of existing S-Class, GLS, and EQS models, the brand will actively explore ultra-luxury SUV Coupés, ultra-luxury MPVs based on the VAN.EA platform (also rumoured to launch a "VLS" ultra-luxury flagship multi-purpose vehicle), and a top pure electric travel product line oriented towards higher levels of customisation. Through continuously strengthening exclusive design and brand narrative capabilities, Maybach strives to achieve complete coverage from traditional top flagship to electrified and diversified ultra-luxury models after 2030, consolidating its unshakable position in the global ultra-luxury automotive market.