What is Luxury? The New Mercedes-Maybach Claims to Have the Answer

Mercedes intends to throw technology at the new Maybach S-Class whilst producing a car that redefines what luxury is. It also wants those heartstrings tugged as it wafts customers around in absolute serenity. Quite the ambition!

So what has Mercedes done to meet these markers and attract customers away from other luxury brands like Bentley?

Ten core elements have been pinpointed to deliver their mission which are summarised below.

• A more commanding expression of status
  Mercedes claims that by making the grille much larger, and then illuminating its frame whilst offering a glow-in-the-dark three-pointed star, “each element has been designed to project quiet authority, never ostentation”.
  I’m not so sure as this seems to be more of a trend and less of a luxury these days - cue Skoda’s illuminated grille, for example. But they have done a more elegant job than the CLA EQ at commanding attention to the front.

• A new devotion to detail, visible at first glance
  Mercedes seem to double down on the illuminations by adding the Maybach wordmark and illuminating that on top of the grille frame.
  However, what is a nice touch is the Mercedes-Benz star staying upright in the middle of the wheel even when in motion, thanks to a special bearing - something to add to the service bill, no doubt.
  There’s also some rose gold tinting and 3-pointed star emblems in the headlights to remind the car valet what they’re cleaning. Small things, but they all add up.

Mercedes-Maybach S-Class font and grille

• A cockpit that feels like entering an exquisite lounge
  Craftsmanship is the key to the interior, blended with cutting edge technology, which will be obvious by the MBUX super-screen dashboard that offers a central display and a passenger-side display as a single glass panel.

  There is also open‑pore wood, with beautiful grained oak shrouded with a soft light, and some fine and luxurious materials that add to that sense of luxury and quality.

Mercedes-Maybach S-Class

• An expression of modern luxury philosophy
  Mercedes has moved away from leather to provide that premium feel and have developed a high‑grade “Mirville” textile with a natural‑fibre look, which is complemented with piping and diamond-shaped stitched texture.

• MANUFAKTUR Made to Measure – personalisation without boundaries
  And this is where every Mercedes-Maybach can be customised to offer something unique from an unlimited combination of leather, stitching, embroidery and bespoke finishes.
  For a kid that couldn’t choose which penny sweets to have with a 10p budget back in the 1980’s, it would take me forever to pick the perfect interior. However, some may relish in the challenge to create their version of perfect luxury.

• A sanctuary of calm
  Mercedes is aiming for serenity, efficiency and power with the Maybach for a more refined experience over the “ordinary” S-Class.
  The doors will open and close themselves for those who’s chauffeur is having an off day, but climb gracefully into the back and customers will find executive-class seats and a fridge to keep the Dom Perignon chilled ready for the two silver‑plated Robbe & Berking champagne flutes to be filled.

The Executive Rear Seats and silver‑plated Robbe & Berking champagne flutes

• A symphony of power and serenity
  There’s a choice of 6, or 8-cylinder mild hybrid engines, or for the ultimate of ultimates, the V12 makes a return. Sadly no battery electric powertrain is offered for those looking for the most serene of experiences.

• A new dimension of intelligence, centred around MB.OS
  Executive style doesn’t come without its acronyms. The latest MBUX debuts in the Maybach offering unique graphics, and a Virtual AI Assistant. Perhaps it could be curated to even offer a concierge-like service over time.
  But as with all connected cars, the Maybach will receive regular over-the-air software updates, too, ensuring it never dates over time.

Mercedes-Maybach S-Class

• Predictive protection, intuitive support
  The sensor suite - along with the new computing architecture - enables driver assistance and parking assistance, supporting point‑to‑point journeys, even through dense urban environments. And with the self-opening and closing doors, and self-driving in the near future, should Chauffeur’s be worried?

• Even more expressive design options
  Mercedes states “Nautic blue metallic joins the Night Series exterior palette for an elegant, contemporary statement. New wheel designs offer additional ways to express individual taste.”

• Sophisticated: True character with unmistakable elegance
  Mercedes tries hard to impress with its illuminations and does so again with a projector that casts a Maybach wordmark onto the ground to greet those who board or alight their luxuriously appointed car.

  Attention has been given to the exterior lights which carry the 3-pointed star motifs. The door handles are divided by a two-tone chrome and gloss black finish for sensory appreciation of quality on tactile surfaces.

There will be many small details throughout that aim to exude quality and craftsmanship in the Mercedes-Maybach S-Class.
There’s even an extensive colour palette of 150 shades to choose from to ensure that it’s personalised not just on the inside, but also on the outside so that customers tastes are met however varied they may be.

The new Maybach may epitomise luxury, success, comfort, serenity, technology and plenty more adjectives, but undoubtedly that all comes at a price. And it’s a price that if one asks, one perhaps cannot afford. Lovely looking thing, though.

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About the Author

Graeme Cobb is a lifelong car enthusiast with a passion for writing about cars, EVs, industry updates and more.

You can find Graeme on 𝕏 at @graeme_cobb or YouTube @REV-EV.