Mercedes revives the Maybach as a Rolls-rolling S-Class

As the world's oldest automaker, Mercedes-Benz has always seen the world's luxury carbuyers as something of a birthright, and yet its German competitors control the market for the global 0.1 percent through Rolls-Royce and Bentley. Today, Mercedes renewed its bid for the elite with the revival of the 2016 Mercedes-Maybach — a quite different car than the last time Mercedes grabbed for the billionaires' spotlight.

Staring with the new S-Class sedan, Mercedes lengthened the wheelbase by 7.1 inches, all of which went toward the rear seats. While the power comes from the 523-hp V-12, the goal of the design was to ensure whomever rides in the rear doesn't notice what's going on up front via a cocoon of sound-deadening technology. Everything that's not wrapped in hand-stitched leather gets covered in chrome or wood. The rear seats don't just recline; they also come with a foot-rest and a built-in hot-stone massage system. And of course there's optional silver-plated champagne flutes and a exclusive scent for the S-Class's built-in perfume system.

The last Maybach launched in 1997 was a bit of a disaster for Mercedes; between unsuccessful styling and outlandish pricing, the Maybach never caught on with its intended clientele, forcing Mercedes into retreat three years ago. The new strategy calls for making Maybach a sub-brand in the style of Mercedes' AMG division — turning out Maybach-level editions of existing Mercedes models, although it's not clear how much demand there might be for a Maybach C-Class.

Mercedes didn't immediately release the U.S. pricing for the Maybach, although it did note that it wouldn't be the most expensive S-Class, which currently tops out at $160,000. If this seems like a bit of excess, it is. It's also a car that's less important for Mercedes in the United States than in China, where the luxury market continues to boom and chauffeured-driven models enjoy higher demand. China ranks as the main reason Mercedes trails BMW and Audi in global luxury sales; the Maybach won't close the gap on its own, but it will make a few buyers think twice before choosing a new leather-lined chariot.