Daimler Files Trademark for Probable Mercedes-Maybach SUVs

Matt Posky
by Matt Posky

Trademark applications filed by Daimler with the United States Patent and Trademark Office may indicate a soon-to-be expanded lineup for its premium line of Mercedes-Maybach vehicles. According to some detective work by AutoGuide, the automaker recently filed three applications with the USPTO for vehicles using the names GLS 600, GLS 680, and S 680.

While it wasn’t alway the case, Mercedes currently uses automotive designations above 600 to denote vehicles reserved for the ultra-luxury Maybach sub-brand. The GLS-Class’ trim presently tops out at 550 before qualifying as an AMG-enhanced model. While that doesn’t guarantee a Maybach SUV, it does make it a likely prospect. At the very least, it would seem Mercedes wants to introduce a more lavish GLS in the near future.

From AutoGuide:

The trademark application supports rumors we’ve heard that Maybach is set to introduce a new SUV based on the GLS. The automaker also hinted toward a potential Maybach SUV with the Mercedes-Maybach Ultimate Luxury concept it showed in Beijing last year.

As for GLS 680 and S 680, they may be reserved for more powerful or more luxurious versions of the GLS and S Class, respectively. It’s hard to predict what the GLS 680 and S 680 could be due to the strange reasoning behind the Chinese-market S 680, though.

The 680 Maybach, while new to China, is essentially just an updated S 600. Prior to its introduction, Asian outlets claimed Daimler tweaked a few aspects to better cater to Chinese buyers and affixed the number 8 because it’s widely believed to be the luckiest number in Chinese culture — especially relating to good fortune and wealth. That’s not saying much, as most numerals (save for the number 4) have some loose affiliation with good luck in China.

Assuming they’re produced, we’re betting the GLS 680s will also be reserved for the Chinese market. Americans and Europeans will expect some kind of meaningful upgrade to the powertrain and/or interior vs the 600 and, if Daimler goes with the former solution, it’s likely the model would end up under the care of AMG.

[Image: Daimler]

Matt Posky
Matt Posky

A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.

More by Matt Posky

Comments
Join the conversation
6 of 8 comments
  • SunnyvaleCA SunnyvaleCA on Jan 03, 2019

    Was the "Maybach" nameplate and branding (complete with special hood ornament instead of the tri-star) ever good branding? Maybe they should just have a "600" number: S600, GL600, etc.

  • RHD RHD on Jan 03, 2019

    Wow, this Maybach article sure has generated a lot of comments. [crickets chirping... and chirping...]

    • See 3 previous
    • INeon INeon on Jan 04, 2019

      @Lie2me It was a real question: “why have they tried so hard to establish the meaningless Maybach brand?’ Not the hypothetical: ‘why has this been so hard for them, its sooooo nice and also expensive?!?!’ We can just pretend the non-existent demand/sales are evidence of exclusivity. Daimler does.

  • Rando [h2]Coincidentally, the Rolls-Royce Cullinan is more than $41k as well -.-[/h2]
  • Ajla "Gee, wonder why car (as well as home) insurance rates are much higher in places like Florida..." Severe weather is on the list but even if a benevolent genie reverted the climate to circa 1724 I think FL would still have high cost. Our home insurance rates have increased 102% since 2021 and I don't think weather models account for that much of a change in that period. Florida's insurance assignment of benefit regulation meant that it had ~80% of the country's of the insurance lawsuits on ~12% of the nation's claims and litigated claims can be expensive to insurance companies. The state altered some regulations and is having some success on getting more companies back, even with the severe weather risks, through relatively bipartisan efforts. With car insurance just beyond the basic "Florida" stuff, the population increase of the past few years is overwhelming the roads. But, I think the biggest thing is we have very low mandated car insurance levels. Only $10K personal injury and $10K property damage. No injury liability needed. And 20% of the state has no insurance. So people that actually want insurance pay out the nose. Like I commented above my under/uninsured coverage alone is 2.5x my comprehensive & collision.
  • Juan Let's do an 1000 mile drive and see who gets there first.
  • Eliyahu CVT needed for MPG. Outback is indeed the legacy of, err, the Legacy.
  • Gayneu I can comment on these. My wife always thought the Minis were "cute" so I bought her a used 2005 (non-S, 5 speed) for one of her "special" birthdays. She loved it and I kinda did too. Somehow a hole developed in the transmission case and the fluid drained out, ruining the car (too expensive to fix). A local mechanic bought it for $800.We then bought a used 2015 S (6 speed) which we still have today (80k miles). Her sister just bought a used S as well (also manual). It has been a dependable car but BMW-priced maintenance and premium gas hurts for sure. I think the earlier generation (like in the article) were better looking with cleaner lines. The 2015 S rides too stiff for me (Chicago roads) but is a hoot on smooth ones. It does seem to shift weird - its hard to describe but it shifts differently from every other manual I have driven. No matter how hard I try, so won't let go of her Mini.
Next