SHANGHAI — Mercedes-Benz has unveiled the first full-electric model from its Maybach ultraluxury subbrand, the EQS crossover, as Mercedes emphasizes sales of high-end models.

The Mercedes-Maybach EQS SUV debuts at the Shanghai auto show this week. China accounts for about half of all Maybach sales, Mercedes says.

The car is a reworked version of the Mercedes EQS SUV with more luxurious materials. It will join Maybach versions of the S-Class sedan and GLS large SUV.

“We are completely redefining the SUV luxury of the future,” Mercedes CEO Ola Kallenius said in a statement.

Mercedes sold 23,400 Maybach models last year, up 41 percent from the year before. In the first quarter of this year, the group’s top-end segment, including AMG, Maybach and G-Class models, grew 18 percent, reaching 91,800 units for the period. Overall group sales were up just 3 percent.

Other luxury brands are planning or launching their first full-electric vehicles. The Rolls-Royce Spectre coupe will debut late this year. Bentley says it will launch its first EV in 2026.

The Maybach version of EQS SUV will be built alongside the regular EQS at Mercedes’ U.S. plant in Vance, Alabama.

It has a redesigned grille that lays the subbrand’s signature vertical chrome-plated stripes over a solid black surface. A light strip runs above the grille the incorporates a chrome plate with the Maybach name across it.

The car is available with 21-inch or 22-inch alloy and forged wheels exclusive to the model. Two-tone paint scheme is standard. Mercedes did not announce prices.

The dashboard uses the EQS’s three-screen layout, including one for the passenger, but overlays Maybach-specific start-up animations. The appearance of the screens can be customized with three display styles — Discreet, Sporty, and Maybach. The surrounds for the instruments are in rose gold.

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