LOS ANGELES (KABC) — For decades, the Mercedes-Benz SL has been an icon in the brand's portfolio. Expensive, somewhat exclusive, and an aspirational ride for sure.
Now, the SL gets upstaged a bit by the newest iteration, the Mercedes-Maybach SL 680. Exclusivity above exclusivity, from the company's sub-brand in that regard, Mercedes-Maybach. Previously, Maybach was reserved for large sedans – even an electric one – and a large SUV.
Now, the Maybach treatment comes to a two-seater, for the first time ever, for a starting price of over $225,000. And they really want everyone to notice the distinctive "double M" Maybach logo, replicated throughout the car. It's imprinted on the fabric roof, and an optional hood treatment. Like clothing or luggage from a high-end designer brand. Think of the way Louis Vuitton splashes its iconic logo on its signature handbags.
The over-the-top open-top is a perfect ride for celebrities and others to take on shopping trips for, what else? Other luxury brands. You might get a rare look at one of these near the toniest retail spaces like Rodeo Drive in Beverly Hills.
But this car is still a performer. Underneath, like all current SL models, it's mechanically an AMG, though even that logo was removed from the engine and replaced by yet another Maybach logo. Compared to the Mercedes-AMG SL 63 using the same engine, the Maybach is a bit quieter, with a specially-tuned air suspension for a more luxurious feel on the road.
Mercedes-Benz doesn't disclose how many Maybach SL 680s it will sell each year, though at a price approaching a quarter-million dollars, suffice to say not many. But a vehicle like this serves another purpose: as a "halo" model to draw attention to the brand's other offerings.
Other brands have halo cars too.
Chevrolet's two-seater, the Corvette, shoots way up the performance and price scale for 2026 with the new ZR1X, topping even the very powerful ZR1. This new top Vette delivers 1250 total horsepower, for a sticker price of just over $207,000.
And while Ford no longer builds its supercar, the GT, they've got a new performance flagship, the Mustang GTD. Designed to be a street-legal race car, this ultra Mustang with over 800 horsepower and a starting price of over $325,000 shines a light on the whole model range, right down to a base Mustang at one-tenth the price.
No, you won't see cars like this everywhere. You might not ever see one at all. But when you do, you'll probably notice that it's very special, and may also wonder just who is behind the wheel.

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