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]
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.
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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.
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