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Maybach's back: Mercedes resurrects model at $190K

In the latest sign of just how quickly the ultra-luxury car market is growing, Mercedes-Benz is starting its new Mercedes-Maybach S600 at just under $190,000. The new sedan, which feature a host of luxury appointments like a Burmester High-End 3D Surround Sound System and an exclusive perfuming system with the Maybach's very own scent, rolls into showrooms in April. Mercedes believes there will be strong demand for this VIP sedan, even with its lofty price tag.

"It's the ultimate in exclusivity," Steve Cannon, president and CEO of Mercedes-Benz USA told CNBC at the Los Angeles Auto Show in November. "For us the return of the Maybach is a significant day for Mercedes-Benz."


Just three years ago, Mercedes quietly eliminated the Maybach brand after slow sales of ultra-luxury sedans that never caught on with wealthy buyers who often have several very high-end cars like Rolls Royce and Bentley.

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Last year, Mercedes decided to bring back the Maybach as a sub-brand offering more exclusive and unique models of vehicles based on established Mercedes models like the S-class and E-class. The Mercedes-Maybach S600 is 8 inches longer than the current S-Class and features a V-12 bi-turbo engine cranking out 523 hp.

Who are the target customers for the Mercedes Maybach? The upper half of the top one percent of the population, according to the company.

"This is a very exclusive buyer, and what you drive is very much an expression of who you are," said Cannon.

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