by New Maybach SL680 Monogram: A car with hundreds of logos
Maybach once occupied a very niche position, creating exclusively luxurious sedans for clients who would also consider a Rolls-Royce Phantom. The situation changed when Maybach became a sub-brand of Mercedes, entering the off-road and SUV market with models like the G650 Landaulet and GLS 600.
Now the brand is going even further, expanding its portfolio of ultra-luxury cars with a new convertible called the SL680. And if anyone had doubts about its origin, Mercedes is doing everything possible to dispel them.
Logomania in action
Mercedes-Maybach introduced the SL680 Monogram last year, and this car undoubtedly attracts attention. However, as the publication Car & Driver found out while testing this exclusive convertible, the German manufacturer may have slightly overdone the number of Maybach logos on the body.
After spending some time with the car, the journalists decided to count how many logos they could find. The answer is staggering: a whole 835. And that’s not counting digital displays, such as the instrument panel or the multimedia system screen.
The vast majority of these emblems are placed on the black hood, the folding fabric roof, and the darkened lower radiator grille. There are also many inside the car’s cabin, and one is located on the engine cover. It seems a few logos were missed in the count, as small Maybach emblems are even integrated into the headlights.
Taste or kitsch?
It’s clear that Mercedes was trying to achieve a certain effect when creating the SL680 Monogram. Obviously, the brand decided to borrow an idea from Louis Vuitton, which for decades has been selling bags covered in dozens of LV logos.
However, not everyone is convinced that this approach works well for a premium car, as it can cheapen the impression of a high-value expression of automotive luxury.
After a few minutes with the car, C&D took it upon themselves to count how many Maybach logos they could spot. The answer? A staggering 835.
Technical specifications and price
The SL680’s powertrain may also disappoint some enthusiasts. It is equipped with the same 4.0-liter bi-turbo V8 as the regular SL63, which produces 577 hp and 590 lb-ft of torque, and is paired with a 9-speed 9G-Tronic automatic transmission.
Then comes the question of price. American buyers will have to part with at least $224,900 for the privilege of owning an SL680 Monogram, and that’s before options, which can easily push the price over $250,000.
The creation of a car like the SL680 Monogram clearly indicates a shift in Maybach’s strategy towards bolder and more expressive branding. It is no longer just a discreet status symbol, but a statement that cannot be ignored. This approach may find its supporters among those who desire maximum visual identification with the brand, but at the same time raises questions about the fine line between exclusivity and excess in the modern luxury segment. The success of this model on the market will show whether buyers are ready to pay big money not only for technical refinement but also for such a radical design.
