Mercedes Benz Relaunches Maybach in India

German carmaker Mercedes Benz has reintroduced its hyper-luxury brand, Maybach, to the Indian market on Tuesday, pitching its exclusive offering to the growing number of rich people in the country. Customers looking for an exclusive chariot made by the company will be offered a choice between two variants, the Maybach 57 S and Maybach 62.

"This car is only for luxury segment. Designed with meticulous attention to detail and kitted out of 21st century automotive technology, the cars are writing the next chapter in the history," explains Peter Honegg, Marketing Director and CEO, Mercedes-Benz India.

The models, which can touch speeds of 275 km/h (170 mph), will be priced at up to INR51 million ($1.1 million). No sales target for India was given, though a company official did say Mercedes sells around 20 units a year to individual customers in neighboring China.

“Designed with meticulous attention to detail, built in a state-of-the-art manufacturing factory and kitted out with 21st-century automotive technology, the Maybach 62 and Maybach 57 S are writing the next chapter in the history. We are happy to offer this epitome of automotive excellence for the discerning Indian customer,” Honegg explained.

Mercedes Benz initially launched the Maybach brand in India back in 2004, but Honegg said it "may have been too early. Now it is time for a second push." Its main competitors, BMW's Rolls-Royce and Volkswagen AG's Bentley, are already on sale in India. As the major developed markets are already saturated, global auto giants and luxury automobile makers alike are concentrating their efforts on emerging markets to boost sales.