Mercedes-Benz displays the reborn Maybach, a legendary premium automobile brand, in Korea at the Seoul Motor Show starting Friday.

The German carmaker resurrected the Maybach as a sub-brand of its superluxury S-Class series, renaming it the Mercedes-Maybach S-Class.

The Maybach, which competed against ultraluxurious cars like the Bentley and Rolls-Royce as Mercedes-Benz’s stand-alone brand in the early 2000s, went dormant around 2011. 

For many Koreans, the Maybach is remembered as the “chairman’s car” as it was among the favorite car brands of Samsung Group chairman Lee Kun-hee.

Revamped with new auto technologies and relabeled, the Maybach S-Class is now available at slightly lower prices than before.

The Maybach S-Class 600 is priced at 294 million won ($270,000) in Korea.

The newly launched luxury sedan is 8 inches longer in length than the standard S-Class, providing rear passengers more comfort and legroom. It also features an upgraded interior with seats dressed in Nappa leather.

On top of the Mercedes-Maybach S-Class, the German automaker features the new high-performance sports car Mercedes-AMG GT and the S-500 Plug-in Hybrid for the first time in Korea, alongside a number of its best-selling sedans, SUVs and dream cars.

Mercedes-Benz Korea plans to hold events throughout next week to give visitors a chance to personally experience the company’s latest technologies.

By Sohn Ji-young (jys@heraldcorp.com)