Stuttgart, Germany - It's a Maybach, Jim, but not as we know them.
Mercedes-Benz has re-introduced its ultra-luxury nameplate, not as a brand in its own right but as an exclusive series of bespoke limousines based on the long-wheelbase S-Class, aimed straight at the very top of the prestige class - Rolls-Royce and Bentley.
The idea is to meld the class-leading features of the new S-Class with the luxury and hand-built prestige of the Maybach, which 'exclusived' itself to death in 2012.
The current S-Class, introduced in 2013, is not only the most successful yet, with more than 100 000 sold already worldwide, but also offers the widest range, from the brutally powerful S63 AMG to the super-efficient S500e plug-in hybrid, to the almost autonomous S500 Intelligent Drive and the downright sexy S-Class Coupé.
STANDING OUT FROM THE MERELY LUXURIOUS
But there has also been a demand from customers for even more exclusivity and individuality than is available from even the comprehensive S-Class options catalogue, for a an S-Class limousine that would stand out from the merely luxurious in terms of prestige, in the same way as the S63 AMG does in terms of performance.
Hence the creation of the Mercedes-Maybach, with extra spaciousness, special seats and lavishly designed, prestigious finishes offering almost unlimited scope for individualisation.
This is not just an equipment line, insists Daimler AG, but a sub-brand much like AMG, that in future will deliver Mercedes-Benz vehicles (not necessarily just S-Class sedans) in an even more exclusive form.
The first of the breed, the Mercedes-Maybach S600, will debut almost simultaneously at motor shows in Guangzhou, China and Los Angeles, during the last week of November, and will go on sale in 2015.
And in the best tradition of bespoke coach-building, if you have to ask the price, you can't afford one.