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The Mercedes-Maybach lineup is expanding, with the goal of cementing Mercedes-Benz’s presence in the rarefied air of the ultra-luxury market. Originally founded in 1909, Maybach was acquired by Daimler-Benz in 1960. It existed as a standalone brand in the 2000s, before being shuttered in 2012 and returning as a Mercedes sub-brand in 2015.
“ reinstate and confirm our position in that height of luxury segment,” Mr Cohen told CarExpert. “Because we are a luxury brand. We are the top of the product lineup, it’s a statement and it’s also just providing what our customers expect from us, what they want.” The pricing of Mercedes-Maybach models surpasses the most premium offerings from key rivals BMW and Audi, but below luxury benchmarks from Rolls-Royce and Bentley.
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