A senior Mercedes-Benz executive says the Stuttgart-based firm plans to use the Maybach badge on more models, in addition to the S-Class and the upcoming Mercedes-Maybach SUV.

Speaking to Automotive News Europe, Mercedes-Benz USA CEO Dietmar Exler called the upcoming Maybach SUV – a GLS-based vehicle previewed by the Vision Mercedes-Maybach Ultimate Luxury concept revealed at the Beijing Auto Show in April 2018 – a “halo car”.

“It will help build the Mercedes brand, no question,” Exler told the publication.

He added Mercedes-Benz planned to roll out the Maybach badge to other models, expanding the stable in a similar way it had done with its high-performance Mercedes-AMG division.

"We'll logically extend it where it makes sense. I cannot imagine you will have a Maybach A-Class, but on the top luxury cars, to have the luxury edition makes a whole lot of sense for us.

“I think it's a really, really good strategy. A fair amount of the population is doing well, so luxury sales will stay very strong. There is room for this sub-brand."

Automotive News Europe reported the new Maybach SUV would be produced in Alabama in the United States, alongside the next-generation GLS.