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Mercedes to revive luxury Maybach brand

Published on Apr 16, 2014 3:58 PM
 
Daimler is set to revive Maybach, a brand once coveted by oligarchs, rap stars and royals, to woo a growing class of ultra-wealthy clients in Asia and the United States, a person familiar with the company's plans said. -- BT FILE PHOTO: ARTHUR LEE CH

FRANKFURT (Reuters) - Daimler is set to revive Maybach, a brand once coveted by oligarchs, rap stars and royals, to woo a growing class of ultra-wealthy clients in Asia and the United States, a person familiar with the company's plans said.

The brand will be used to adorn an exclusive version of its S-Class limousine fitted with soft-touch leather and bespoke materials to help lure clients from other high-end brands like Rolls Royce and Bentley.

The Maybach will be showcased at both the Guangzhou and the Los Angeles auto shows in November and cost more than double the 165,000-euro (S$286,000) asking price of its current flagship, the Mercedes-Benz S600, the person said.

Not to be outdone, rival BMW is expected to unveil a concept version of its top-of-the-line 7-series limousine at the Beijing auto show later this week, as it seeks to attract Chinese clients who are snapping up German premium cars.

 
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