Mercedes continues to heighten its reputation for delivering quality and automotive progress, with the announcement of a new brand and a new model in the exclusive, top-class segment of the market.
Maybach, once a luxury brand under Mercedes until two years ago, will return in the “Mercedes-Maybach” guise. It will begin its new existence with the delivery of a top-of-the-range version of the Mercedes S-Class.
Designed to appeal to “status-conscious” customers, the new Mercedes-Maybach S 600 is expected to cause a few second glances when it passes by.
The Mercedes-Maybach S 600 and the brand itself were introduced on November 11th in SIndelfingen, Germany, by Ola Kallenius, member of the divisional board of management of Mercedes-Benz Cars responsible for marketing and sales, and Dr Jens Thiemer, head of marketing communications for Mercedes-Benz passenger cars.
Towards the latter portion of November, the S 600 will receive its grand unveiling in Guangzhou and Los Angeles.
The brand seems to be immensely confident about its new offering and its stake in the market. Of course, it follows on from the 2013 Mercedes-Benz S-Class, described by the manufacturer as “the best car in the world”. With that in mind, the latest Maybach creation has a lot to live up to—especially since the Mercedes-Benz S-Class is the most successful model in its class, achieving over 100,000 sales in its first year.
With a 2015 release expected for the Maybach S 600, it is hoped that the Mercedes-Benz mantra for delivering the very best in products, technology and services passes into the very top segment of the market.
According to Mercedes-Maybach, the late November should live up to customers’ high expectations and will mark a “new chapter” in the history of the brand. Furthermore, the Maybach S-Class model is set to create new levels of exclusivity.
In order to set it aside from the standard S-Class models, the S 600 will include “extra spaciousness, special seats and lavishly designed, prestigious interiors offering extensive scope for individualisation,” as stated in a press release from the company.
“By expanding our brand world we are able to offer our customers some new ideas about Mercedes-Benz,” Ola Kallenius said. “Even more choice and individuality in terms of our products, and a transparent and logical structure around them in the form of our new nomenclature.”
The “nomenclature” Mr Kallenius was referring to is another new launch from Mercedes-Benz.
As stated in the company’s official release, it is a “system used for the designation of its various model series and engine types, so providing its customers with a simple and transparent way to find their bearings around its ever-growing portfolio of models.”
It is basically an acronym, made up of between one and three upper-case letters to represent the model, with a lower-case letter to distinguish the engine type.
For example, the five core model series, A, B, C, E and S, will remain, while SUV’s will be referred to as GL, in reference to the legendary G Class, while coupes will begin with CL, followed by the model type. Roadsters will feature the SL tag.
As far as engines go: c for “compressed natural gas,” d for “diesel”, e for “electric”, f for “fuel cell”, h for “hybrid”.
Speaking of the change to the nomenclature, Dr Thiemer said: “More clarity, more transparency, more consistency for Mercedes-Benz customers – we are convinced that our new nomenclature will support us in achieving this objective.”
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