Mercedes-Maybach has introduced the SL 680 Monogram Series to the Middle East, presenting the two-seater convertible at a regional event in Dubai that highlights the brand’s continued emphasis on customization and craftsmanship. The unveiling, held on November 11 at La Cantine Beach on Bluewaters Island, sets the tone for a six-week showcase that blends design, brand heritage, and curated experiences. Rather than positioning the model as a break from Maybach tradition, the launch frames it as an extension of the brand’s effort to translate its hallmark materials and detailing into an open-top format.
The event gathered clients and design industry figures in a space styled after the Côte d’Azur, reflecting Maybach’s ongoing strategy of introducing new models through immersive environments rather than conventional product presentations. Hosted by Jessica Michelle Kahawaty and accompanied by a performance from producer Jonas Blue, the evening served as the public introduction of the SL Monogram Series alongside the wider Maybach lineup, including the GLS, S-Class, and EQS SUV. Also on display were pieces from MAYBACH Icons of Luxury and a capsule selection from Kahawaty Jewels, underscoring how the brand continues to position its vehicles within a broader luxury lifestyle narrative.
According to Michael Stroband, President and CEO of Mercedes-Benz Cars Middle East, the Monogram Series represents an attempt to offer more individualized expressions of Maybach’s design language. While event messaging leaned into themes of exclusivity and emotional appeal, the underlying idea is a familiar one: tailoring established models to regional expectations for personalization and visual differentiation.
The SL 680 Monogram Series brings Maybach’s design cues to an open-top layout for the first time. Two curated themes — White Ambience and Red Ambience — provide contrasting interpretations of the car’s underlying design, while more than 50 Manufaktur exterior colours remain available for buyers who prefer a more bespoke approach. The model preserves the SL’s proportions but incorporates details specific to the Maybach brand, including an illuminated grille, chrome accents, and patterned elements on the bonnet and soft top. The headlights feature rose-gold interior accents, and an obsidian black bonnet with graphite grey Maybach patterning can be commissioned for those seeking additional detailing.
Inside, the Monogram Series continues the pattern-driven design language with extensive use of crystal-white Nappa leather, floral quilting, and silver-chrome trim. Although the interior is elaborate, the underlying hardware remains familiar: a 4.0-litre twin-turbo V8 paired with a 9G-TRONIC automatic transmission, aided by rear-axle steering to improve maneuverability. Rather than chasing extreme performance figures, Maybach focuses on the overall drive feel — quiet, controlled, and tuned toward comfort even in a convertible structure.
Following the debut, the Maybach Azur experience will extend through late December, offering test drives, workshops, and collaborative events that continue the brand’s effort to build long-form engagement around its flagship products. Running from November 12 to December 23, the installation allows visitors to view the full portfolio in a dedicated environment rather than a traditional showroom setting.
