Mercedes resurrects the prestige marque

Mercedes has resurrected the age-old marque, Maybach (pron: May-bark), after the namesake's absence from the motoring scene in more than 60 years. The Maybach moniker is synonymous with impeccable quality, exclusive style and sophisticated engineering. But this was back in the 1930s.

Can Mercedes Benz recreate such a rich brand steeped in tradition? In a word, yes.

There are many varying theories as to why Mercedes is returning to make over the prestigious brand, but the most widely accepted one is as follows: The level of quality and car manufacturing from Mercedes' rivals has taken the shine off what was once known universally as the only true luxury car maker.

With the likes of Audi, BMW, Lexus, Saab and even Volkswagen providing customers with more choice, often better pricing and virtually no drop in comfort or equipment levels, Mercedes wants to prove it's still king of the luxury car market.

With other automakers eating into its profit margins, what better way to make more money - and more importantly, a bold statement - than to build a million dollar, super luxury, no compromise saloon?

So, the big wigs at Mercedes have a meeting, they decide to create a new über-brand and Bob's yer uncle - Maybach is reborn.

Interestingly, worldwide interest in the new Maybach brand (with only two models on offer) is already enormous and, as such, DaimlerChrysler Australia/Pacific has opened the order books for the Maybach 57 and Maybach 62 to Australian buyers long before it ships.

The first Australian customers will not take delivery of their high-end luxury vehicles until the second half of 2003, but there has been such a buzz surrounding the new cars that would-be owners are being asked to place deposits immediately.

Matthias Lührs, Managing Director of Mercedes-Benz and Maybach for Australia, had this to say: "The Maybach 57 and Maybach 62 saloons - with their state-of-the-art technology, high-end luxury and unique concept for individually tailored customer advice and care - epitomise the ultimate in motoring luxury.

"We are now asking potential customers to confirm their interest with a €50,000 ($82,000) deposit to join the world-wide reservation list," said Mr Lührs.

The Maybach was first unveiled as a concept car at the Tokyo Motor Show in 1997, to be a pinnacle of motoring luxury. The production version, which will be officially unveiled in Spring 2002, combines the traditions of a large luxury saloon with a host of advanced technical features.

The model names Maybach 57 and Maybach 62 are a reference to the imposing length of the unique Saloons, whose body lengths of 5.73 and 6.17 metres respectively, which translates into acres of leg room.

Although local pricing has not been finalised yet, the Maybach 57 is expected to cost around $850,000, while the flagship Maybach 62 model will cost a smidge under $1,000,000. Final Australian pricing, to be confirmed closer to the sales launch, will also vary according to the needs of individual customer requirements. So, if Mr Jones wants a heated spa in the boot, it may cost a little extra, for example.

Prospective buyers of the new Maybach are able to choose from a plethora of high-level interior materials including a wide range of soft leathers, fine carpeting and exquisite wood trims. These are complemented by state-of-the-art electronic systems such as the TV tuner, DVD player, CD changer, telephone and the universal Dolby Surround Sound system, which all make up part of the standard specification for both models. Sadly, there's no word of a front seat massage system, like on the new Phaeton - let's just hope the press release omitted it and that it will, in fact, make the final cut.

Passengers will have full control over the levels of light, or illumination, coming into the rear area. This is possible via the variable transparency of glass roof - in other words, it can be electronically altered to appear perfectly clear from the inside or semi-translucent, so as to filter incoming light and produce a soft and pleasantly diffuse illumination.

In addition to this, the Maybach 62 is equipped with newly developed individual seats in the rear, which can be adjusted into an extremely comfortable reclining position, with extending leg and footrests, all at the touch of a button. A refrigerated compartment in the rear, tilting/sliding sunroof and an elegant two-tone paint finish for the bodywork are standard on both models.

Both the Maybach 57 and 62 come with a comprehensive warranty from DaimlerChrysler, which covers all servicing and scheduled maintenance costs incurred by the Saloons during a fixed period. This brings us to the next issue: customer service.

Maybach is promising something quite special for uncompromising standards of customer care, which is, quite possibly, a first in vehicular customer care. In Australia, buyers will meet with their Personal Liaison Manager (PLM), who will be on hand at all times to assist them with any questions they may have about the car.

Saloon styling and fittings are the end product of intensive discussions held between the customer, the customer's Personal Liaison Manager and the Maybach designers and engineers. Each and every vehicle is therefore manufactured individually based on specific customer requirements. It would be fair to say that Maybach is setting a standard for other luxury car brands to follow when it comes to customer care services.

But more than just offering cow-hide seats, satellite fridges and rear-seat TV screens, the new Maybach models will come packed with high specification mechanicals. It was from Mercedes-Benz that innovations such as the electronically controlled Airmatic DC (Dual Control) air suspension and the electro-hydraulic Twin Sensotronic Brake Control were first derived, then redeveloped for use in the Maybach cars.

The engine found in the new Maybach models provides an extreme amount of power, but balancing up the equation is the fact that the new Maybach's are set to weigh in at, well, a lot. No figures were given but we expect nothing less than 3000kg.

The engine will be a Mercedes derivative with a capacity of 6.0-litres and will comprise a V12 configuration. The interesting part? The V12 wll be worth a mind-numbing 900Nm of torque and about 405kW of power. The Maybach PR types are saying that these specs are unmatched by any other series-production passenger car engine in the world.

The engine is constructed from expensive magnesium/aluminum materials and, as such, is extremely light weight. There is also a nifty cylinder cutout mechanism, which we believe aids fuel consumption by temporarily shutting down the operation of multiple cylinders (let's say half of them) when cruising at low revs.

There you have it - the Maybach is back, and is set to put Mercedes back on top in the luxo car stakes. There's no doubt that the limited run of cars will be snapped up by society's elite, but is there such a thing as excess? Is it a car or an apartment? Sometimes restraint can be a good thing, but whatever the case, Mercedes will have achieved its goal of beating off the other impressive efforts in the race for the most luxurious car on earth.

Interested customers in Australia should contact any Mercedes-Benz dealer, who will put them in touch with the Maybach Personal Liaison Manager.