Daimler Files Trademark for Probable Mercedes-Maybach SUVs

daimler files trademark for probable mercedes maybach suvs

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]

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  • 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.

  • 285exp I am quite sure that it is a complete coincidence that they have announced a $7k price increase the same week that the current administration has passed legislation extending the $7k tax credit that was set to expire. Yep, not at all related.
  • Syke Is it possible to switch the pure EV drive on and off? Given the wonderful throttle response of an EV, I could see the desirability of this for a serious off-roader. Run straight ICE to get to your off-roading site, switch over the EV drive during the off-road section, then back to ICE for the road trip back home.
  • ToolGuy Historical Perspective Moment:• First-gen Bronco debuted in MY1966• OJ Simpson Bronco chase was in 1994• 1966 to 1994 = 28 years• 1994 to now = 28 yearsFeel old yet?
  • Ronnie Schreiber From where is all that electricity needed to power an EV transportation system going to come? Ironically, the only EV evangelist that I know of who even mentions the fragile nature of our electrical grid is Elon Musk. None of the politicians pushing EVs go anywhere near it, well, unless they are advocating for unreliable renewables like wind and solar.
  • FreedMike I just don’t see the market here - I think about 1.2% of Jeep drivers are going to be sold on the fuel cost savings here. And the fuel cost savings are pretty minimal, per the EPA: https://www.fueleconomy.gov/feg/PowerSearch.do?action=noform&path=1&year1=2022&year2=2022&make=Jeep&baseModel=Wrangler&srchtyp=ymm&pageno=1&rowLimit=50Annual fuel costs for this vehicle are $2200 and $2750 for the equivalent base turbo-four model. I don’t get it.
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