Trademark applications filed by Daimler with the United States Patent and Trademark Office may indicate a soon-to-be expanded lineup for its premium line of Mercedes-Maybach vehicles. According to some detective work by AutoGuide, the automaker recently filed three applications with the USPTO for vehicles using the names GLS 600, GLS 680, and S 680.
While it wasn’t alway the case, Mercedes currently uses automotive designations above 600 to denote vehicles reserved for the ultra-luxury Maybach sub-brand. The GLS-Class’ trim presently tops out at 550 before qualifying as an AMG-enhanced model. While that doesn’t guarantee a Maybach SUV, it does make it a likely prospect. At the very least, it would seem Mercedes wants to introduce a more lavish GLS in the near future.
From AutoGuide:
The trademark application supports rumors we’ve heard that Maybach is set to introduce a new SUV based on the GLS. The automaker also hinted toward a potential Maybach SUV with the Mercedes-Maybach Ultimate Luxury concept it showed in Beijing last year.
As for GLS 680 and S 680, they may be reserved for more powerful or more luxurious versions of the GLS and S Class, respectively. It’s hard to predict what the GLS 680 and S 680 could be due to the strange reasoning behind the Chinese-market S 680, though.
The 680 Maybach, while new to China, is essentially just an updated S 600. Prior to its introduction, Asian outlets claimed Daimler tweaked a few aspects to better cater to Chinese buyers and affixed the number 8 because it’s widely believed to be the luckiest number in Chinese culture — especially relating to good fortune and wealth. That’s not saying much, as most numerals (save for the number 4) have some loose affiliation with good luck in China.
Assuming they’re produced, we’re betting the GLS 680s will also be reserved for the Chinese market. Americans and Europeans will expect some kind of meaningful upgrade to the powertrain and/or interior vs the 600 and, if Daimler goes with the former solution, it’s likely the model would end up under the care of AMG.
[Image: Daimler]
Enough with the SUV! The Maybach was never a suv and should never be one!
I’ve wondered with a Bentley and Rolls Royce SUV can Maybach be far behind?
Was the “Maybach” nameplate and branding (complete with special hood ornament instead of the tri-star) ever good branding? Maybe they should just have a “600” number: S600, GL600, etc.
Wow, this Maybach article sure has generated a lot of comments.
[crickets chirping… and chirping…]
$300K luxury SUVs are so relatable to the average car buyer
Maybach has never been relatable to anyone— even people that can afford them. Its an exercise in stupidity.
I do not know the figures, but my logic says the A-Class cars are where MB is seeing growth— not the Maybach ones.
Why has Maybach been such an effort for them?
Because it’s a tarted-up S-class and everyone knows it
It was a real question: “why have they tried so hard to establish the meaningless Maybach brand?’
Not the hypothetical: ‘why has this been so hard for them, its sooooo nice and also expensive?!?!’
We can just pretend the non-existent demand/sales are evidence of exclusivity. Daimler does.