Mercedes-Benz is upping its game in the ultra-luxury market, expanding the Mercedes-Maybach lineup to secure its place at the top. It’s a bold move, showing that Maybach isn’t just about high-end cars; it’s about a lifestyle of luxury and exclusivity.

Maybach’s story began in 1909, but it wasn’t until Daimler-Benz acquired it in 1960 that it began its transformation. Operating as a standalone brand in the 2000s, Maybach took a brief break in 2012 before returning as a Mercedes sub-brand in 2015. Since then, Mercedes-Maybach has become synonymous with taking flagship Mercedes models and refining them into ultra-luxury icons.

Starting with the S-Class, the Maybach lineup has grown to include reimagined versions of the GLS SUV and the all-electric EQS SUV. And in August, Mercedes-Maybach unveiled something new: the SL 680, the brand’s first sports car, set to hit the Australian market in 2026.

The move is all part of a bigger plan, as Mercedes-Benz APAC CEO Jaime Cohen explains. “The expansion of Mercedes-Maybach is a testament to our ambition to be the pinnacle of luxury,” he says. “This brand embodies what our customers expect from us—an experience that’s a cut above, one that delivers luxury in every sense.”

Maybach’s price tags mirror its exclusivity, too. In Australia, the Mercedes-Maybach EQS 680 starts at $327,990 before on-road costs, setting a premium of about $132,000 over the base model. The Maybach S-Class also comes with a significant upgrade, costing $230,000 more than the standard S580. The upcoming SL 680 is expected to follow this pricing pattern, filling a unique space between luxury giants like Bentley and Rolls-Royce and the premium lines of BMW and Audi.

The SL itself is a true Mercedes icon. With its history stretching back to the 1950s, it’s instantly recognizable, a car that’s as much art as it is machine. Cohen points out, “Show anyone an SL, and they know what it represents. It’s more than just a car—it’s art, technology, and luxury, all rolled into one.”

For Mercedes-Maybach, the expanded lineup is about meeting the desires of those who demand the very best. When the SL 680 arrives, it will combine Maybach’s touch of refinement with the thrill of a sports car, setting a new benchmark in the ultra-luxury market and solidifying Mercedes’ place as a luxury leader.