Maybach founder Wilhelm Maybach liked to say that building great luxury cars involved creating the very best from the very best. That was back in 1921. Fast forward 105 years and Maybach’s maxim is still being applied, this time to the most lavish offerings from Mercedes.
Take the just-unveiled 2027 Mercedes-Maybach GLS 680 S.U.V. It cherry-picks some of the best new tech that its Mercedes-Benz parent has to offer, increasing the appeal of this Bentley-rivaling GLS. Technology such as the new-generation M177 4.0-liter bi-turbo V-8 under the hood, with its motorsport-inspired flat-plane crankshaft and Lanchester balancer shafts for added performance and refinement.
There’s more muscle too. With 603 hp and 627 ft lbs of torque, the engine sees an increase of 53 hp and 89 ft lbs compared to the last-generation V-8 powering the Maybach GLS 600. It also features an integrated starter generator and a 48-volt mild hybrid system that add an extra 23 hp and 151 ft lbs to the output. This all helps the GLS 680 cover zero to 60 mph in 3.9 seconds and reach a top speed of 174 mph.
While much of the technology can be found in the marque’s newly minted 2027 GLS 63 AMG, the Maybach division of Mercedes puts its own spin on things. For example, it offers a unique Maybach Drive Mode that prioritizes maximum passenger comfort, as well as allowing the vehicle to move away in second gear and shift less frequently. The mode also provides a more gentrified throttle and steering feel, while softening the rear suspension. And to muffle any noise coming from that big V-8, the Maybach gets a big boost in sound-deadening insulation.
“Customers will notice an even greater sense of refinement and comfort from the moment they get behind the wheel,” Markus Bauer, head of Mercedes-Maybach, tells Robb Report. “And with the enhanced V-8, the GLS delivers even more effortless power and sovereignty, creating a driving experience that feels more confident, more relaxed, and more rewarding than ever.”
Bauer and his team also strived to give the new Alabama-built GLS a stronger visual identity. The chrome-ringed Maybach grille now comes with both its surround and Maybach script illuminated. Check the options box and you can also get the Mercedes three-pointed star given the same treatment. At night, the effect is dramatic.
The new GLS also gets bigger headlights, each with a pair of LEDs in the shape of three-pointed stars. Maybach personalization includes lovely, illuminated logos behind the stars in soft rose gold. The lower air intake has also been updated and now has vertical chrome blades to match those in the grille. They’re flanked by those love-them-or-loathe-them plastic side intakes festooned with the Maybach logo.
Maybach continues to be big into wheels, literally, with new 23-inch forged, monobloc-style rims available that feature Rolls-Royce-style center caps that keep the Mercedes three-point-star vertical as the wheel rotates. Even the new standard wheels are oversized at 22 inches.
But as with the original GLS 600 that landed back in 2019, it’s the interior of this Maybach S.U.V. that sets it apart. Again, Mercedes-Benz delivers technology that’s unmistakable in the shape of the new, full-width MBUX Superscreen, with its triple 12.3-inch displays under a single piece of glass. The new “Hey Mercedes” MBUX Virtual Assistant utilizes A.I. from ChatGPT, Microsoft Bing, and Google Gemini to answer your requests.
While many owners may likely prefer to luxuriate in the biz-jet-style reclining rear seats, the sculptured front seats would be hard to give up. At an exclusive preview during the 2027 Maybach S-Class drive event in the South of France, we sampled the new GLS’s front seats and their vibro-massage feature which, together with cooling and back massaging, make them a joy to occupy.
As before, the rear of this new GLS 680 is a sanctuary. Those individual Executive seats now come with a new massage function for the extending leg rests. Passengers at the back can also get extra serenading with the standard Burmester 3D Surround Sound with Dolby Atmos, which comes with an additional pair of rear speakers and a more powerful 710-watt amp.
With this new GLS 680, Maybach is also progressing its Manufaktur bespoke program, with more interior color and material options. New for 2027 is a delicious Beech Brown and Macchiato Beige Nappa leather combination. Look upward to see the gorgeous leather headliner featuring 20 precisely cut pieces of hide, hand-stitched by a single artisan in Germany.
Manufaktur options also extend to the exterior colors and a variety of two-tone possibilities. Want a stealthier look? There’s the Night Series package, with dark chrome, all-black 23-inch rims, and dark anodized-aluminum running boards.
“Our goal was not to change what customers already love about the GLS, but to elevate the experience in every meaningful way,” says Bauer. “For us, luxury is increasingly about creating time, comfort, and peace of mind, which is why every enhancement was designed to make the GLS an even more effortless and personalized place to relax and enjoy the journey.”
The 2027 Mercedes-Maybach GLS 680 goes on sale in the U.S. this fall. As for pricing, expect it to be well north of the over $180,000 base price for a current GLS 600.
Click here for more photos of the 2027 Mercedes-Maybach GLS 680.
Facts Only
* Wilhelm Maybach believed building luxury cars requires creating the best from the best.
* The 2027 Mercedes-Maybach GLS 680 S.U.V. is unveiled.
* The vehicle features a new-generation M177 4.0-liter bi-turbo V-8 engine with a flat-plane crankshaft and Lanchester balancer shafts.
* The engine produces 603 hp and 627 ft lbs of torque.
* The engine output is 53 hp and 89 ft lbs greater than the last-generation V-8 in the Maybach GLS 600.
* An integrated starter generator and a 48-volt mild hybrid system add 23 hp and 151 ft lbs.
* The vehicle can achieve 0 to 60 mph in 3.9 seconds and has a top speed of 174 mph.
* A Maybach Drive Mode prioritizes passenger comfort, allowing shifting in second gear and gentler throttle/steering feedback.
* Sound-deadening insulation is increased for the V-8.
* The exterior features an illuminated chrome-ringed Maybach grille with script illumination.
* Headlights feature pairs of LEDs in the shape of three-pointed stars.
* Interior includes a full-width MBUX Superscreen.
* Front seats have vibro-massage, cooling, and back massaging functions.
* Interior material options include Beech Brown and Macchiato Beige Nappa leather.
* The vehicle will be sold in the U.S. this fall.
Executive Summary
Full Take
The narrative frames automotive luxury not merely as an accumulation of expensive materials but as a process of layered experiential refinement, evolving from mechanical power to psychological sanctuary. The progression from Maybach’s original philosophy—creating the best from the best—to the modern application in the GLS 680 suggests that contemporary luxury is defined by sophisticated control over sensory input. The incorporation of advanced computational AI (ChatGPT, Gemini) into the infotainment system signifies a shift where vehicle experience is becoming less about tangible engineering and more about personalized cognitive interface; the car acts as an extension of the driver's curated thought process rather than just a machine for transportation.
The focus on Maybach’s unique software layers, such as Drive Mode, which deliberately subordinates raw performance metrics in favor of passenger comfort—softening suspensions and refining throttle response—challenges the conventional paradigm where increased power equates to increased kinetic dominance. This suggests that true luxury innovation lies in managing perceived friction: minimizing noise and mechanical interruption while maximizing subjective ease. Furthermore, the physical manifestation of this philosophy, seen in the bespoke interior materials and illuminated elements (rose gold logos), operates as an externalized reflection of internal state. The pattern here is a deliberate layering where technological augmentation supports an aesthetic goal of tranquil sovereignty.
The implication for agency lies in how these systems manage the driver's focus. By abstracting complex mechanical functions into simplified, personalized modes, the system attempts to grant occupants more cognitive space, positioning luxury as a mechanism for temporal and sensory control amidst the demands of high-speed travel. What is being assessed is whether this engineered serenity translates into genuine human agency or merely sophisticated distraction from external pressures. If luxury is defined by "time, comfort, and peace of mind," then the ongoing development must analyze the feedback loop between physical enhancement, digital integration, and the resulting felt sense of control for the occupant.
BRIDGE QUESTIONS:
If luxury engineering successfully minimizes kinetic friction while maximizing sensory immersion, what becomes the measurable metric distinguishing true refinement from mere sophisticated simulation? How does the reliance on external AI models in vehicle control alter the driver's internalized sense of mastery over the machine? Does optimizing for passenger comfort inherently constrain the potential for aggressive performance expression?