Daimler's Maybach Zeppelin: Is timing everything in a weak or collapsed luxury market?

Timing is everything, or so it’s been said, so one has to question the arrival, at this year’s Geneva Motor Show, of the new Maybach Zeppelin.

Harkening back to the classic sedan the original Maybach Motors sold in the years before the Second World War, the new sedan is as lavish – and about as expensive – as anything else on the road today. Unfortunately for the automaker’s parent, Daimler AG, luxury car sales have been hurt as badly as more mainstream products, during the current, global recession. And, so, the launch of the Zeppelin raises, for some, as many questions as answers about a brand whose demise has been repeatedly sounded, in recent years.

Daimler launched the reborn Maybach marque, in 2003, as a way to attract even more affluent buyers than those opting for its Mercedes-Benz brand – and to provide an alternative to traditional ultra-luxury nameplates, such as Rolls-Royce and Bentley. But sales have so far run at just a fraction of the rate originally forecast.

A lavish, business jet-like interior.

Daimler officials hope to kickstart Maybach’s fortunes with the Zeppelin, which comes in both long and short wheelbase versions, like the original Maybach 57 and 62 models.

Both are powered by a Maybach version of the Mercedes AMG 6.0-liter V12, here making 640 horsepower. While the limo-oriented Zeppelin 62 isn’t likely to see much track time, that high-performance engine can launch the massive machine from 0 to 100 kmh (0 to 62.5 mph) in just 5.1 seconds, with the smaller, more nimble 57 getting there two-tenths faster. Top speeds are 171 mph for the smaller sedan, 155 mph for the big 57, both figures electronically limited.

Often faulted for its cautious exterior styling, Daimler designers have tried to tweak the look of the new Zeppelin, though the changes are relatively minor, including larger, 20-inch wheels, new exhaust tips, updated mirrors and darkened tail lamps, as well as some new, two-tone paint schemes.

For potential buyers, the likely appeal is the lavishly-outfitted cabins offered with the two sedans. The bigger 62 continues to features business jet-style rear seating, and both are lavished in wood, leather and the latest infotainment technologies. Of course, extensive customization is available, a prerequisite in the ultra-luxury segment.

Daimler officials have yet to announce pricing for the U.S., but the Zeppelin 62 will go for 473,000 Euros, in Europe, and a comparatively affordable 406,000 Euros for the 57. A grand total of 100 copies of the two will be built. In the current environment, it will be interesting to see if there’s even that much of a market.