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With Maybach Brand, Staid Mercedes Says It Now Wants to Shock

With Virgil Abloh’s memory at the forefront, Mercedes works to make the old brand cool again.

The Project Maybach electric concept on display at the Mercedes-Benz design center in Nice, France.

The Project Maybach electric concept on display at the Mercedes-Benz design center in Nice, France.

Source: Mercedes-Benz

Maybach has big plans for the maximalist coaches it’s made occasionally for the past 113 years, a line that now includes the Mercedes-Maybach S-Class and Mercedes-Maybach GLS.

There’s the two-tone, 18-foot-long Mercedes-Maybach S680 sedan developed by Virgil Abloh, the late head of menswear for Louis Vuitton, which goes on sale globally later this year with a limited run of 150 units. Also by Abloh, in conjunction with Gorden Wagener, the charismatic chief design officer for Mercedes group: the electric off-road concept called Project Maybach.