Mercedes-Maybach will keep the V-12 engine in its American lineup despite the global shift toward electrification, according to Markus Bauer, head of the Maybach brand. U.S. customers view the twin-turbocharged 6.0-liter V-12 as essential to the ultra-luxury experience, Bauer told Road & Track, while other markets show less attachment to naturally aspirated or turbocharged twelve-cylinder power.
The V-12 generates 621 horsepower and 738 pound-feet of torque in the current Maybach S-Class and GLS SUV. It remains the brand's flagship powertrain and a cornerstone of Maybach's identity in North America, where buyers of seven-figure luxury sedans and SUVs prioritize engine displacement and cylinder count as status markers.
This strategy reflects a broader divergence in how automakers approach premium markets. While Europe and Asia increasingly embrace six-cylinder engines paired with hybrid or electric systems, American ultra-luxury buyers resist downsizing. Mercedes recognizes that the American market for six-figure vehicles operates on different consumer psychology. The V-12 signals exclusivity and performance capability, even if most owners never exploit the power.
The decision also positions Maybach defensively against rivals. Rolls-Royce, Bentley, and BMW's M Division still offer twelve-cylinder engines, particularly in their U.S. offerings. Abandoning the V-12 would cede positioning to competitors who understand that American ultra-luxury customers equate mechanical complexity with craftsmanship and worth.
Maybach sales remain modest globally, but the brand has grown in the U.S. market over the past three years. Keeping the V-12 available maintains the psychological appeal that drives purchase intent among seven-figure buyers who view engine displacement