Looking for the ultimate car 'flex'? Buy a sedan with a V12 engine, insiders say
The Mercedes-Maybach S 680 sedan is available in very few markets.
There's no shortage of high-end vehicles to drive these days and venerable automakers are competing to produce the greatest, most luxurious and flashiest status symbols.
Paint-to-sample colors and outrageous styling are certainly attention-getters. The ultimate badge of honor for many owners, however, is simply the number of cylinders under the hood.
"The V12 is the pinnacle of engines," Robby DeGraff, manager of product and consumer insights at AutoPacific, told ABC News. "It's such a unique engine. If you want the most upscale refinement when it comes to powertrain, the V12 is definitely a 'flex.'"
A V12-powered vehicle has long signified wealth and societal standing; the niche engine was traditionally offered in select sports cars, grand tourers and exotics. With the rise of electric vehicles and tightening emissions standards, the V12 has become a threatened powertrain, DeGraff noted, with fewer automakers building the high-performance engine. That's even more true for consumers who prefer sedans with V12s; the only options today are the Mercedes-Maybach S-Class 680 and Rolls-Royce Ghost and Phantom.
For sports car aficionados, the V12 is limited to these models: the Aston Martin Vanquish, Ferrari 12Cilindri and Purosangue and Lamborghini Revuelto.
Mercedes U.S. customers certainly prefer the V12. Ola Källenius, the CEO of Mercedes-Benz, told ABC News last December that the V12 will be "available for the foreseeable future."
According to Markus Bauer, head of Mercedes-Maybach, "The V12 has a special significance for Mercedes-Maybach and remains an important part of our global portfolio. Its particular appeal lies in the combination of effortless power, exceptional smoothness and a very distinctive level of refinement."
The company's V12 can only be found in the Maybach S-Class S 680 ($247,450), which underwent significant changes this year: a 20% larger grille with an illuminated Maybach emblem; rose-gold accents in the headlamps; a redesigned interior; MBUX's latest infotainment system; and a selection of new exterior colors. The 2027 model can also be configured in two new multi-spoke wheel designs and power comfort rear doors.
This S 680 sedan makes 621 horsepower and 664 lb.-ft. of torque and sprints from 0 to 60 mph in 4.3 seconds, slightly more power than the previous gen. Mercedes' latest V8 also powers the Maybach S-Class S 580 ($210,200), which produces 530 hp and 553 lb.-ft. of torque.
"The S-Class is one of the best vehicles you can buy now," said DeGraff. "Maybach is the next step of exclusivity for Mercedes customers."
Mercedes‑Maybach sold 20,033 vehicles globally last year, according to a spokesperson. "Mercedes-Maybach remains an important part of our Top-End portfolio and continues to resonate with customers seeking the highest levels of luxury, craftsmanship and personalization," the spokesperson added.
A mighty V12 engine may separate Mercedes-Maybach from the pack but pricey sedans are a hard sell for nearly every automaker, according to Jason Cammisa, host of Hagerty's "ICONS" YouTube series.
"It's a shrinking segment of the market," he told ABC News.
Cars currently make up 17% of the U.S. auto market, down from 39% in 2016, according to Edmunds data. The average transaction price of a large luxury car is nearly $127,000 -- $14,000 more than the ATP of a large luxury SUV, Edmunds found.
The Mercedes-Maybach S-Class has wide appeal for drivers who still prefer the elegant styling and ride quality of sedans.
"It's ultimately about beating the Joneses -- if any Mercedes model becomes too common, then the buyers will gravitate to what's better," Cammisa said.
Longtime buyers of Mercedes-Maybach can also add the delightful SL 680 convertible or GLS 680 SUV to their garage, a handsome ute with a newly improved V8 engine.
The refreshed SUV arrives at dealers later this year and now includes the company's advanced safety and driver assistance tech. Twenty-three inch wheels, a new Maybach exclusive leather upholstery option and a two-tone paint finish in Dark Petrol and Verde Silver Metallic are also available to order. Like the S-Class, owners can opt for even more personalization with the Manufaktur program, part of the company's efforts to increase its bespoke commissions.
"Manufaktur is exceptionally popular with Mercedes-Maybach customers worldwide. In the U.S., nearly every Mercedes-Maybach customer selects an average of four Manufaktur options for their vehicle," the spokesperson said.
So how does one ultimately decide between a Maybach, Rolls or Bentley?
"It comes down to brand reputation. Mercedes has really good brand loyalty," said DeGraff.
Mercedes' hypnotizing V12 will delight the discerning group of buyers who choose the Maybach S-Class. Others will simply have to fantasize about owning one.
"A V12 engine will always be the ultimate smackdown," said Cammisa. "There is a place for V12s in the world."
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