Mercedes-Maybach Updates 2027 S 680 With 621 HP as V12 Sedans Shrink to 3 Models

Q: As emissions rules tighten, what strategy allows Mercedes to keep this gas-guzzling masterpiece alive for the foreseeable future?

Mercedes is keeping the V12 alive by treating it as a tightly controlled, ultra-luxury niche product rather than a mass-market engine. The company limits the Maybach S 680 to a small number of markets where demand is still strong and regulations are more manageable, including the United States, China, Japan, South Korea and parts of the Middle East. Europe has largely lost the V12 version because tougher emissions rules and weaker buyer demand make it harder to justify there. Mercedes is also positioning the V12 as a brand-defining feature of Maybach’s most exclusive models. Executives say buyers who specifically want a V12 are often unwilling to step down to a V8, so the engine functions as a status symbol that supports very high pricing, low-volume profitability and Maybach’s move further upmarket against Rolls-Royce. At the same time, Mercedes is leaning on customization through its Manufaktur program to raise margins on each car and reinforce the V12 car’s rarity. That helps offset the shrinking sedan market and the cost of keeping a large combustion engine in production. Longer term, Mercedes engineers are also working to keep the powertrain compliant where possible. Reports indicate the company is trying to adapt the V12 to tougher standards such as Euro 7 for future ultra-luxury applications, but for now the core strategy is selective-market sales, low volumes, high margins and using the V12 as a halo product for Maybach.

3 articles · Updated · abcnews.com · Jul 25

Mercedes-Maybach refreshed the 2027 S 680 sedan with a 20% larger grille, redesigned interior, updated MBUX system and new colors, wheels and power comfort rear doors.
The $247,450 flagship keeps Mercedes' V12 alive with 621 horsepower and 664 lb.-ft. of torque, enough for a 0-60 mph run in 4.3 seconds.
Mercedes says the V12 will remain available for the foreseeable future, even as tightening emissions rules and EV adoption leave sedan buyers with only three V12 choices: the Maybach S 680 and Rolls-Royce's Ghost and Phantom.
That rarity comes as luxury sedans face a shrinking market: cars now account for 17% of the U.S. auto market, down from 39% in 2016, while large luxury cars average nearly $127,000.
Mercedes-Maybach still sold 20,033 vehicles globally last year, underscoring demand for ultra-luxury personalization as the brand expands bespoke Manufaktur options.