Maybach V12 Engine Dominates U.S. Market Despite Global Shift to Smaller Engines

Maybach has confirmed strong demand for its V12 powertrain in the United States, where the engine remains a key selling point despite a global industry shift toward electrification and smaller engines.

The flagship Mercedes-Maybach S680 delivers 621 horsepower (463 kW / 630 PS) and 664 lb-ft (900 Nm) of torque in North America, powered by a twin-turbo 6.0-liter V12 engine. While Europe no longer offers the V12 due to emissions regulations, the engine remains available in the U.S., China, Japan, South Korea, and the Middle East.

Maybach’s V12 Strategy: Why the U.S. Stands Out

Maybach’s global strategy was discussed by Markus Bauer, the brand’s boss, during a media roundtable for The Devil Wears Prada 2, a film featuring Maybach vehicles. Bauer emphasized the U.S. as the “strongest V12 market” in the world, where customers are less likely to compromise on engine choice.

“Once a Maybach customer wants a V12, it is hard to convince them to buy a V8.” — Markus Bauer, Maybach boss

Bauer also noted the strong synergy between the V12 and Maybach’s brand identity, stating, “The V12 and Maybach go very well together,” and that the company’s ambition is “always to offer the V12.”

Europe’s Shift Away from the V12

While emissions regulations play a role in Europe’s decision to phase out the V12, Bauer acknowledged that European customers are less focused on cylinder count compared to their American counterparts. The European-spec Mercedes-Maybach S680 now features a mild-hybrid V8 producing 603 hp (450 kW / 612 PS), aligning with stricter emissions standards.

Maybach’s Global Lineup

• Mercedes-Maybach S680 (V12): 621 hp (U.S.), 603 hp (Europe), 664 lb-ft torque
• Mercedes-Maybach S580 (V8): Mild-hybrid twin-turbo 4.0-liter V8
• Mercedes-Maybach S580e (PHEV): Plug-in hybrid with turbo 3.0-liter inline-six engine