What's this about then?

Mercedes-Benz is reviving the Maybach name for an exclusive, top of the range S-Class model.

Hello, 2002 called and it wants its news story back.

Yes but unlike the rather unsuccessful Maybach brand the new Mercedes-Maybach sub-brand will (for the moment) offer just an ultra-luxurious version of the S-Class. And before you say the old Maybachs were merely S-Class with slightly odd looks, we know.

So a sub-brand rather than distinct brand then? Kind of like the new Mercedes-AMG?

Exactly. While Mercedes-AMG will focus on the performance end of things with the AMG GT and the likes of the S 63, Mercedes-Maybach will instead take on Rolls-Royce, Bentley and the new Aston Martin Lagonda. Coming in eight inches longer than the already quite large S-Class long-wheelbase, we're told that the Maybach will offer the kind of comfort and luxury normally reserved for private jets. In fact that's a good analogy - if the regular S-Class is Business Class the Maybach S-Class is a Lear Jet.

I like that. Ok so how luxurious is it going to be then? The big S-Class is hardly skimping as it is.

We're not 100 per cent sure at the moment. Beyond a "lavishly designed, prestigious interior" that offers plenty of scope for personalisation, little has been revealed. However Mercedes says the Maybach will "set a new benchmark for exclusivity" so you have to assume it will be good. We will just have to wait until the LA Auto Show next week to find out.