Mercedes-Benz will launch the ultra-luxury Mythos series sub-brand that will sit atop the already opulent Maybach nameplate. During its Economics of Desire strategy update, the automaker showed an image of an SL Speedster as the new brand’s future product.
The Mythos series models will be very low volume. This vehicle “will be made available exclusively to Mercedes-Benz’s most dedicated enthusiasts and collectors,” the automaker wrote in a statement announcing the sub-brand. The company does not say when the first of these products will arrive.
The teaser image shows the SL in profile with only the top of the vehicle visible. The pods are visible behind the seats, and that’s the only obvious styling tweak, judging from what we can see.
During the Economics of Desire presentation, Mercedes also announced an expansion of the Maybach brand. This will include a luxury variant of the SL. Additionally, the brand will also launch a version of the EQS SUV in 2023.
Maybach recently introduced the ultra-plush Haute Voiture concept based on the S-Class. It features a two-tone paint scheme with a rose gold underside and a navy upper. Things are really special inside where there’s blue, beige and rose gold bouclé fabric on the door panels and parts of the seats. Fluffy white faux fur covers the floor mats. Rose gold accents on the door trim and dashboard add even more opulence.
A limited production version of the High Car is coming in early 2023. Pricing is expected to be well over $200,000.
With all these high-end models, Mercedes-Benz wants to be “the most valuable luxury car brand in the world”. In the Economics of Desire presentation, the company says the way to achieve this is to reduce the number of models in what it calls “Entry Luxury” from seven to four. In addition, 75% of future investments are for bigger and more expensive vehicles. By 2026, Mercedes wants to increase sales of its “Top-End” products by 60% compared to 2019 figures.