by Maybach Confirms: V12 Remains in the US Despite Trends
Maybach makes it clear that the twelve-cylinder engine is not going away in the US market, even as the rest of the automotive industry rapidly moves toward electrification and engine downsizing. The updated Mercedes-Maybach S-Class sedan lost the V12 option in Europe with its latest update, but in North America, China, Japan, South Korea, and the Middle East, this flagship powertrain remains in the lineup.
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Maybach chief Marcus Bauer commented on this strategy during a media roundtable tied to the premiere of the film “The Devil Wears Prada 2,” in which the brand’s cars play a prominent role. Bauer told reporters that he is pleased Maybach can continue to offer the twelve-cylinder engine in what he called “the strongest V12 market in the world,” namely the United States.
According to Road and Track, Bauer explained the buyer math behind this decision. Once a Maybach customer wants a V12, it is “hard to convince them to buy a V8.” He also acknowledged that V12 and Maybach “pair very well,” adding that their ambition is to “always offer the V12.”
“As soon as a Maybach customer wants a V12, it’s hard to convince them to buy a V8… V12 and Maybach pair very well, our ambition is to always offer the V12.”
Geographic Distribution
It can be assumed that emission regulations ultimately killed the V12 in Europe, but that is only part of the story. Bauer acknowledged that European customers are simply not as fixated on the number of cylinders, and demand there is significantly lower than in North America.
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The 6.0-liter twin-turbocharged V12 engine continues to power the flagship Maybach S680 in many global markets, producing up to 621 hp (463 kW / 630 PS) and 900 Nm of torque in North America.
In regions with stricter emission standards, the company offers a V12 version producing 603 hp (450 kW / 612 PS). The European version of the S680 corresponds to this power output, albeit with a mild-hybrid V8.
The luxury sedan lineup also includes the S580, which is equipped with a less powerful version of the 4.0-liter twin-turbocharged mild-hybrid V8. Finally, the S580e features a plug-in hybrid system built around a turbocharged 3.0-liter straight-six engine.
Thus, Maybach demonstrates a pragmatic approach, adapting its offering to different markets. The abandonment of the V12 in Europe is a forced step due to regulatory constraints, but it is not a global trend for the brand. Instead, the company is betting on regions where large engine displacement and cylinder count remain an important symbol of status and power. This decision underscores that, even in the era of electrification, classic gasoline engines, especially iconic ones like the V12, still have a loyal audience willing to pay for a unique driving experience and prestige. The choice in favor of the V12 in the US is not just a technical decision, but a clear marketing signal that Maybach understands the desires of its most discerning customers.
