Mercedes is reviving the Maybach name for a second time to challenge Rolls-Royce and Bentley for the world’s wealthiest auto buyers.
Maybach, a 1930s-era marque, will become the ultra-luxury sub-brand of Mercedes, offering more spacious and opulent adaptations of cars like the S-Class sedan. The first vehicle in the rollout will debut later this month.
Mercedes is reversing a 2011 decision to end production of Maybach as part of a broader makeover of branding at Mercedes. Under a plan to rename its sport-utility vehicles, roadsters and coupes starting next year, the M-Class SUV becomes the GLE.
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