Latest news with #SL680
Yahoo
3 days ago
- Automotive
- Yahoo
How this European carmaker is getting more Americans to drive convertibles
What matters more to drivers these days? Is it technology, horsepower or efficiency? Mercedes-Maybach is betting on lifestyle. Its vehicles -- posh, regal and extravagant -- inhabit the same realm as Bentley and Rolls-Royce. Drive one on Germany's Autobahn, and you'd be astonished at the power and speed. Daniel Lescow, the head of Mercedes-Maybach, said customers are looking to "express their lifestyle and individuality," which may be satisfied by brand's latest status symbol, the SL 680, a glamorous two-seater that launched last year and arrives at U.S. dealers this summer. The SL, which will be priced above $200,000, comes in two curated design concepts, "White Ambience" or "Red Ambience," yet more than 50 exclusive colors are available to choose from at the factory. Plush interiors, premium materials and metal knobs and buttons have become standard in ultra-luxe autos. So Maybach went a bit more extreme, stamping the company's recognizable logo all over the hood, a labor-intensive printing process that involves four coats of clear lacquer and three hand-sanded coats of paint. Remove the lavishness, and the SL is also a true sports car, with a 577 horsepower biturbo V8 powerplant. The convertible's specially tuned suspension gives owners a softer or firmer driving experience, depending on the location and one's state of mind. Lescow recently spoke to ABC News about the SL 680, the sportiest model in the marque's long history, and how he's growing brand awareness in the crowded luxury space. The interview below has been edited for space and clarity. Q: You said you want to make the brand "more desirable." Please explain. A: There's various dimensions to it. One is the product image. The second dimension is the way we connect with our customers and potential customers in retail spaces. One by one we're building these Maybach lounges -- dedicated spaces -- globally for customers to learn more about the cars and brand aesthetics. We have a very elaborate location in India. At one event in Vienna there was a private concert with [pianist] Lang Lang, who played the piano for our most important customers. Another dimension is our collaborations. For example, we're working with a [German] silverware company on champagne flute holders. It's important the brand is centered around the lifestyle of our customers. Q: Convertibles are a niche market in the U.S. How difficult is it to sell convertibles to American drivers? A: It is not so much about the location or the nationality. It's about the individual customer we want to approach. We do see significant potential in the American market. It's an important market for Maybach, clearly. We recently opened a massive Maybach presence at the Mercedes-Benz dealership in Manhattan. We do see strong interest from the American market in open top two-seaters. Last year, we chose Pebble Beach as the global world premiere for the Maybach SL Monogram Series. Q: Who is the Maybach customer? Is it the traditional Mercedes-Benz customer or are you pursuing Bentley and Rolls-Royce owners? A: The customers are as individual as our cars. Many of them have a number of cars in the fleet. Our customers range from entrepreneurs to artists to superstars ... what many of them are looking for is a way to express their lifestyle and individuality. Q: Why doesn't the SL have the brand's venerable V12 engine under the hood? And how comes it's not electrified? A: We are extremely happy to have the V12 in the Mercedes-Maybach S 680, the flagship offering. When we designed the SL, it was very clear that it's a sports car. And it will remain as the Maybach sports car -- sporty yet elegant. The balance, the agility and the way the V8 behaves ... it's the perfect engine for this car. For electric driving, we do have the Mercedes-Maybach EQS SUV, which is fully electric. That car is completely different. The electric drivetrain really adds to what's important to Maybach. It's the most comfortable and quiet ride you can imagine. Q: So there was no discussion about making the SL an electric convertible? A: For this car, no. We wanted to have the characteristic of a sports car with all the emotions around it. MORE: Want an electric vehicle but not a Tesla? Here are some great alternatives Q: Why would a customer choose this model over the AMG SL 63 Roadster? A: The SL 680 is clearly designed for sporty driving but with all the Maybach ingredients: comfort and opulence. Customers looking for an even sportier car would clearly opt for the AMG. The cars are different from the ways they look and behave -- they address different customer needs. Q: How has the brand changed under your leadership? A: It's a privilege to work with such a legendary brand. We launched two new cars, doubling the portfolio from two cars to four with the SL. We have seen brand awareness increasing around the world -- that is something that's very important. I can't wait to see what the future will bring. Q: There's still uncertainty about tariffs and costs -- how does this factor into your product planning? Do wealthy customers still spend money in these unpredictable times? A: There are some uncertainties. At the same time, sales volume will go up and down. And that's natural. For us, it's more important that we build a solid base for the brand and that we continue to build brand awareness. With the right offerings, I have do doubt that Maybach will be successful. How this European carmaker is getting more Americans to drive convertibles originally appeared on
4 days ago
- Automotive
How this European carmaker is getting more Americans to drive convertibles
What matters more to drivers these days? Is it technology, horsepower or efficiency? Mercedes-Maybach is betting on lifestyle. Its vehicles -- posh, regal and extravagant -- inhabit the same realm as Bentley and Rolls-Royce. Drive one on Germany's Autobahn, and you'd be astonished at the power and speed. Daniel Lescow, the head of Mercedes-Maybach, said customers are looking to "express their lifestyle and individuality," which may be satisfied by brand's latest status symbol, the SL 680, a glamorous two-seater that launched last year and arrives at U.S. dealers this summer. The SL, which will be priced above $200,000, comes in two curated design concepts, "White Ambience" or "Red Ambience," yet more than 50 exclusive colors are available to choose from at the factory. Plush interiors, premium materials and metal knobs and buttons have become standard in ultra-luxe autos. So Maybach went a bit more extreme, stamping the company's recognizable logo all over the hood, a labor-intensive printing process that involves four coats of clear lacquer and three hand-sanded coats of paint. Remove the lavishness, and the SL is also a true sports car, with a 577 horsepower biturbo V8 powerplant. The convertible's specially tuned suspension gives owners a softer or firmer driving experience, depending on the location and one's state of mind. Lescow recently spoke to ABC News about the SL 680, the sportiest model in the marque's long history, and how he's growing brand awareness in the crowded luxury space. The interview below has been edited for space and clarity. Q: You said you want to make the brand "more desirable." Please explain. A: There's various dimensions to it. One is the product image. The second dimension is the way we connect with our customers and potential customers in retail spaces. One by one we're building these Maybach lounges -- dedicated spaces -- globally for customers to learn more about the cars and brand aesthetics. We have a very elaborate location in India. At one event in Vienna there was a private concert with [pianist] Lang Lang, who played the piano for our most important customers. Another dimension is our collaborations. For example, we're working with a [German] silverware company on champagne flute holders. It's important the brand is centered around the lifestyle of our customers. Q: Convertibles are a niche market in the U.S. How difficult is it to sell convertibles to American drivers? A: It is not so much about the location or the nationality. It's about the individual customer we want to approach. We do see significant potential in the American market. It's an important market for Maybach, clearly. We recently opened a massive Maybach presence at the Mercedes-Benz dealership in Manhattan. We do see strong interest from the American market in open top two-seaters. Last year, we chose Pebble Beach as the global world premiere for the Maybach SL Monogram Series. Q: Who is the Maybach customer? Is it the traditional Mercedes-Benz customer or are you pursuing Bentley and Rolls-Royce owners? A: The customers are as individual as our cars. Many of them have a number of cars in the fleet. Our customers range from entrepreneurs to artists to superstars ... what many of them are looking for is a way to express their lifestyle and individuality. Q: Why doesn't the SL have the brand's venerable V12 engine under the hood? And how comes it's not electrified? A: We are extremely happy to have the V12 in the Mercedes-Maybach S 680, the flagship offering. When we designed the SL, it was very clear that it's a sports car. And it will remain as the Maybach sports car -- sporty yet elegant. The balance, the agility and the way the V8 behaves ... it's the perfect engine for this car. For electric driving, we do have the Mercedes-Maybach EQS SUV, which is fully electric. That car is completely different. The electric drivetrain really adds to what's important to Maybach. It's the most comfortable and quiet ride you can imagine. Q: So there was no discussion about making the SL an electric convertible? A: For this car, no. We wanted to have the characteristic of a sports car with all the emotions around it. Q: Why would a customer choose this model over the AMG SL 63 Roadster? A: The SL 680 is clearly designed for sporty driving but with all the Maybach ingredients: comfort and opulence. Customers looking for an even sportier car would clearly opt for the AMG. The cars are different from the ways they look and behave -- they address different customer needs. Q: How has the brand changed under your leadership? A: It's a privilege to work with such a legendary brand. We launched two new cars, doubling the portfolio from two cars to four with the SL. We have seen brand awareness increasing around the world -- that is something that's very important. I can't wait to see what the future will bring. Q: There's still uncertainty about tariffs and costs -- how does this factor into your product planning? Do wealthy customers still spend money in these unpredictable times? A: There are some uncertainties. At the same time, sales volume will go up and down. And that's natural. For us, it's more important that we build a solid base for the brand and that we continue to build brand awareness. With the right offerings, I have do doubt that Maybach will be successful.
Car and Driver
13-05-2025
- Automotive
- Car and Driver
Driven: 2026 Mercedes-Maybach SL680 Puts the Driver in Focus
For those of us whose splurges tend to be more outlet mall than oceanfront property, it can be hard to imagine a world where the regular old $188K Mercedes-AMG SL63 isn't a posh-enough droptop to demonstrate one's status. It's got an adjustable center screen, massaging seats, and Airscarf vents in the headrests. What else do you need, rose-gold details and a monogrammed hood? According to Mercedes-Maybach, which operates in a realm where the yachts have yachts and it's superfluous to say "private" before "island," the answer is yes, you need those precise things and more. The latest addition to its fleet of floaty, two-tone VIP carriers is the 2026 Mercedes-Maybach SL680, which offers everything we didn't realize was missing from the SL63. Namely, monograms. It's a surprising choice to add a two-seat sports-car option to the long wheelbases and reclining rear seats of the current Maybach lineup, which has S-class, EQS, and GLS versions. Maybach is associated with high-end limousine service and chauffeured transport, making the SL an unexpected model in the lineup. Daniel Lescow, head of Mercedes-Maybach, says the decision to add a car more suited for self-driving (in the old-fashioned sense, not the autonomous one) came directly from customer feedback. The interest is there, Lescow says, and Maybach exists to meet the desires of the hoi oligoi. In this case, Maybach soothed the savage beast of the AMG SL with a softened suspension, more sound deadening, and a dialed-back performance tune while amping up the visual impact with two-tone paint schemes and Maybach-specific design elements. The drivetrain remains physically unchanged from the nonhybrid SL63. It's the same twin-turbo 4.0-liter V-8 making 577 horsepower and 590 pound-feet of torque backed by a nine-speed automatic, all-wheel drive, and four-wheel steering. The drive modes and chassis tune are unique to Maybach, though, offering a plusher ride with less focus on high-speed lateral action and flag-drop finishes. We've previously described the AMG SL cars as having "tough-guy-in-designer-duds styling." The Maybach SL is still well dressed and well muscled, but now it's less prone to losing its temper. While the overall body of the Maybach SL is not radically different from the SL63's, it gets a different personality through a unique front end and Maybach-specific 21-inch forged wheels, in five-hole monoblock or spoked designs. Where the standard SL has a GT-like shark mouth flanked by wide air inlets, the Maybach fills its maw with delicate slats. Below is an open lower fascia that, on closer inspection, is composed of a mesh of interlocking Maybach logos. The Maybach pattern will be a recurring theme around the car. From the fabric top to the optional printed pattern on the hood, experiencing the Maybach SL is a bit like driving away in a high-end handbag. Even tiny details, like the coppery housings over the LED headlights or the chrome badges along the side, leave no opportunity to mistake this SL for anything but a Maybach. While Maybach buyers will obviously have the chance to customize their SL through Mercedes's Manufaktur bespoke services, the debut SLs come in two ready-made Monogram Series specs, White Ambience and Red Ambience, which sound like opposing queens in an Alice in Wonderland adventure. We recommend not offing anyone's heads, however, since the only interior layout includes Crystal White nappa leather and fluffy white carpets. Truly, is there anything that screams "disposable income" more than white floor mats? You'd need a carpet cleaner on retainer. They can live on one of your yachts. Neither of the Monogram paint schemes is a subtle package, but then again, who buys a convertible (and a Maybach, for that matter) to blend in? Inside, Maybach removed the SL's tiny rear seats in favor of a leather-covered package tray. The front seats remain in the same location, so there's no major increase in legroom, but the change makes the interior less cluttered, so we suppose you could claim that it offers some additional mental space. The remaining front seats are softer than in the Mercedes version, with additional padding in the backrest and the bottom cushion. It's noticeable and appreciated, especially on the roads around Ibiza, Spain, where the only thing more popular than a sick beat was a speed bump. Not that too many of those bumps made their way through the retuned suspension of the SL680. Maybach sacrificed some of the road-hugging sharpness of the SL63 in favor of road-absorbing comfort, with a decrease in camber, revalved dampers, softer springs front and rear, and increased cushioning around the suspension mounting points to soak up vibrations before they reach the cabin. Maybach's drive modes are comfort focused as well, with relaxed steering feel and even some luxury lag in throttle input—but only in Maybach mode. In Sport mode, the adaptive dampers tighten up, the steering quickens, and the throttle offers instant response, although Maybach claims that the SL680's Sport mode is still softer than even the Comfort mode in the SL63. These changes—plus the additional weight of the SL680's sound deadening and rose-gold details—should add close to a second to the 3.0-second 60-mph time we got from the SL63. Since this is your island-only car, there are surely plenty of track monsters in your mainland garage. It may be off-brand to admit it, but there were things we liked better about the softened-up SL. In the user-configurable Individual mode, with Sport's responsive throttle and Maybach's relaxed suspension setup, the SL680 swooshed around corners with none of the jitters or sidestepping of its more athletic competitors. It's almost a forgotten pleasure, to go fast without feeling every pavement imperfection drummed up your spinal column. If this is luxury, we like it. Certainly, it's a delight from the right seat, where a harsh ride feels worse when there's no driving task to distract. Passenger princes and princesses will be suggesting the Maybach for all outings. So what's the downside to Maybaching it up? Well, there's the price, which, while not currently available, is likely to be considerably more than the AMG SL63's $188,300. On that note, should Maybach have done more? While we loved the cushioned ride, are a flashy hood and softer springs enough to differentiate the Maybach SL680 from the AMG SL63? In some ways, the buyer gets less for more—no rear seat, less impressive performance numbers, likely a paltry 15-mpg EPA combined fuel-economy rating—and none of the specialty features of the larger Maybach offerings. With no rear seat or extended cabin, there's no place to showcase a reclining lounge seat or a refrigerated wine cooler. The niceties of the Maybach SL are shared with the Mercedes SL. A warming Airscarf from the headrest, massaging seats, a convertible top that can be raised or lowered in 15 seconds, a center touchscreen that can be tilted to avoid glare—all are fabulous conveniences, but none of them are unique to the Maybach. One wonders whether the Maybach buyer might simply opt for the top-of-the-line SL63 S E Performance plug-in hybrid and consider that enough. Specifications Specifications 2026 Mercedes-Maybach SL680 Monogram Series Vehicle Type: front-engine, all-wheel-drive, 2-passenger, 2-door convertible PRICE (C/D EST) Base: $250,000 ENGINE twin-turbocharged and intercooled DOHC 32-valve V-8, aluminum block and heads, direct fuel injection Displacement: 243 in3, 3982 cm3 Power: 577 hp @ 6500 rpm Torque: 590 lb-ft @ 2500 rpm TRANSMISSION 9-speed automatic DIMENSIONS Wheelbase: 106.3 in Length: 184.9 in Width: 75.4 in Height: 53.5 in Trunk Volume: 8 ft3 Curb Weight (C/D est): 4700 lb PERFORMANCE (C/D EST) 60 mph: 3.8 sec 100 mph: 7.9 sec 1/4-Mile: 12.0 sec Top Speed: 161 mph EPA FUEL ECONOMY (C/D EST) Combined/City/Highway: 15/13/20 mpg Reviewed by Elana Scherr Senior Editor, Features Like a sleeper agent activated late in the game, Elana Scherr didn't know her calling at a young age. Like many girls, she planned to be a vet-astronaut-artist, and came closest to that last one by attending UCLA art school. She painted images of cars, but did not own one. Elana reluctantly got a driver's license at age 21 and discovered that she not only loved cars and wanted to drive them, but that other people loved cars and wanted to read about them, which meant somebody had to write about them. Since receiving activation codes, Elana has written for numerous car magazines and websites, covering classics, car culture, technology, motorsports, and new-car reviews. In 2020, she received a Best Feature award from the Motor Press Guild for the C/D story "A Drive through Classic Americana in a Polestar 2." In 2023, her Car and Driver feature story "In Washington, D.C.'s Secret Carpool Cabal, It's a Daily Slug Fest" was awarded 1st place in the 16th Annual National Arts & Entertainment Journalism Awards by the Los Angeles Press Club. Read full bio
