Behind the HYPE: How Mercedes-Maybach Heralded a New Era of Luxury Automotive

From royal connections to creative collabs, explore the brand’s distinctive identity here.

Automotive 
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In the latest episode of Behind the HYPE, the Mercedes-Maybach brand goes under the spotlight as Hypebeast uncovers how its generations of luxury cars came to be associated with the travels of high profile celebrities, creative icons, and even royalty.

The design blueprint that comprises Mercedes-Maybach’s vehicles – particularly its archetypal S-Class – is established as a recognizable silhouette across the globe. With elongated lines and a typically vast grill, its distinctive aesthetic has been retained through its long line of nuanced iterations, all of which root back to its ostentatious W3 car invented by the proclaimed “King of Constructors” Wilhelm Maybach.

Since 1921, Maybach has looked to the future of travel to drive innovation, leading to models that match technical brilliance with an equally show-stopping look. Its progressive approach has compelled those within the inner circles of high society to drive – or be driven in – its latest cars. From then, Mercedes-Maybach attained a positioning that signaled status and moreover, in-the-know automotive excellence on the road.

Today, the brand’s continuously evolving range has been tapped by forward-thinking creatives such as the late-Virgil Abloh. His ‘Project MAYBACH’ embodied a seamlessly integrated luxury identity within a contemporary setting. This project featured an off-road coupé show piece as well as the limited edition Maybach by Virgil Abloh, a fully equipped Mercedes‑Maybach S680. Not only have interpretations such as Abloh’s elevated the brand’s association with creatively in-tune celebrities, they play an important role in informing the design direction of its next-gen models.

But, beneath the luxurious design that Mercedes-Maybach is known for, it goes without saying that the brand’s technical craftsmanship has lent to its continued success and perhaps, collectability with its fans. Launched earlier this year, the first all-electric Mercedes-Maybach model – named the EQS SUV – showcases a forward-thinking approach in automotive design. This pioneering vehicle incorporates an array of high-end features such as the advanced ENERGIZING AIR CONTROL Plus system and superior noise comfort technologies, all driven by environmentally conscious electric power.

Embracing Karl Maybach’s ethos of ‘What is good must also be beautiful’, the Mercedes-Maybach EQS SUV leads the vanguard with the new Night Series design package. This package melds sophisticated style with technical prowess featuring dark chrome elements, polished surfaces, and an exclusive two-tone paint finish in Obsidian Black and Mojave Silver. The Night Series ushers in a bold era for Mercedes-Maybach, where avant-garde craftsmanship meets pioneering design, enhancing its allure to a new level of desirability.

To find out more about the Mercedes-Maybach story, watch the latest Behind the HYPE episode via the gallery above.

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