An exceptional charity sale at the Rétromobile show
The world of exceptional automobile auctions is preparing for a major highlight at the inauguration of the Rétromobile New York show, an innovative fair dedicated to classic cars and art. The auction house Gooding Christie’s has officially announced the sale of the flagship lot of its first New York auction: a Mercedes-Maybach S-Class 680 personalised and custom-designed by basketball superstar LeBron James. This exceptional vehicle, initially conceived by the athlete for his personal use, has been specially destined to support a major philanthropic cause.
The highly anticipated auction will take place on 20 and 21 November 2026 at the prestigious Jacob K. Javits Convention Center in Manhattan, as part of a global event running from 19 to 22 November. All proceeds from this sale will be donated to the I Promise programme of the LeBron James Family Foundation, a charitable organisation actively involved with underprivileged students and families in the city of Akron, Ohio. Far from being a simple marketing tribute, this vehicle is part of an authentic automotive engineering and design project: it is one of two strictly identical twin examples crafted directly by the athlete through the exclusive Manufaktur Made to Measure ultra-personalisation programme from the German manufacturer Mercedes-Benz.
Bespoke excellence: what distinguishes LeBron James’ Maybach
To realise his vision of the ultimate grand luxury saloon, LeBron James followed the most advanced creation process of the brand’s bespoke department. He had two Mercedes-Maybach S 680 saloons of the 2027 model year manufactured to strictly identical specifications. While the champion keeps the first example for his personal garage, the second vehicle offered for public sale provides collectors with a rare opportunity to acquire an automobile shaped to his exact tastes.
Aesthetically, the bodywork features a refined Light Ivory shade, which contrasts elegantly with an interior of extreme refinement. The cabin is upholstered in Nappa leather in the exclusive Stormy Weather Blue hue, complemented by contrasting porcelain-coloured stitching. The star’s imprint is expressed through numerous exclusive elements developed specifically for this duo of vehicles: the personal logo representing his iconic crown replaces the traditional V12 badge on the front wings and is found embroidered or engraved on the headrests, the dashboard, and the high-quality floor mats. Furthermore, the centre console integrates a personalised production plate engraved with the precise geographical coordinates of Akron, marking the player’s unwavering attachment to his hometown.
An exceptional V12 engine preserved under the bonnet
Beneath this majestic silhouette, the mechanics remain faithful to the purest tradition of automotive high horology from the Mercedes-Maybach division. The saloon retains under its long bonnet the majestic 6.0-litre twin-turbo V12 engine. This noble engine develops an impressive 621 horsepower, guaranteeing sovereign acceleration and unparalleled ride comfort. Thanks to the Manufaktur Made to Measure programme, the car combines this top-tier mechanical performance with custom colour combinations, noble materials, and finish elements that far exceed the standard options catalogue usually offered by the German manufacturer.
Rupert Banner, senior specialist at Gooding Christie’s, described this collaboration as a perfect union between sporting excellence and high-end craftsmanship. By combining LeBron James’ global fame with the expertise of Maybach’s bespoke department, the operation gives birth to an authentic collector’s vehicle, designed from the outset to the demanding standards of a private buyer before being offered to a future owner for the benefit of a charity.
Event schedule and public exhibitions in New York
To allow enthusiasts, collectors, and the general public to admire the car before it goes to auction, a precise exhibition itinerary has been organised in the New York metropolis. The vehicle will make its first public appearance at the Mercedes-Benz Manhattan dealership from 9 to 16 November. Following this initial presentation, the Maybach will be transferred to the Jacob K. Javits Convention Center for a second presentation period running from 19 to 21 November, continuing until the time of the auction organised by Gooding Christie’s.
Every dollar raised from the final bid will go directly to the LeBron James Family Foundation to fund its flagship I Promise programme. For the athlete, the realisation of this project carries a deep emotional dimension. LeBron James stated in a press release that designing his own personalised Maybach saloon represented an unattainable dream when he was a child in Akron, and that he was proud to link this automotive creation to a direct commitment to his home community.
The social impact of the LeBron James Family Foundation
Michele Campbell, executive director of the foundation, emphasised that the auction of this lot went beyond the usual scope of classic vehicle transactions. She described this approach as a way to channel LeBron James’ passion for exceptional automobiles for the benefit of his community action model. This auction will ensure the continued funding of various educational and social programmes deployed on the ground for the benefit of young people and their families.
Market enthusiasm for celebrity automobiles
The sale of this personalised Maybach S 680 is part of a very strong trend in the collector vehicle market: the growing appeal of prestige automobiles that have belonged to iconic figures from sport, cinema, or entertainment. The market regularly records record sales whenever the provenance of the vehicle is directly associated with a world-renowned personality.
Among recent and notable sales in this field, the Ferrari 550 Maranello that belonged to legendary basketball player Michael Jordan set an auction record by reaching the sum of $2.7 million. In a similar vein, the 1959 Land Rover of actor Daniel Craig, accompanied by a handwritten note, sparked keen interest among international buyers. Meanwhile, the memorable Honda NSX driven by Formula 1 champion Ayrton Senna is estimated at over one million dollars, while the Mercedes 500 E from the personal collection of comedian and car enthusiast Jerry Seinfeld sold for a particularly high amount during a previous session.
News and perspectives from the prestige automotive sector
This event sale comes in a dynamic context for manufacturers specialising in high-end and exceptional models. Several strategic developments are currently marking the luxury and collector car sector:
Mercedes-Benz has confirmed the maintenance of its range of SUV coupés, basing its choice on the existence of a loyal clientele passionate about these sporty and elegant silhouettes. At the same time, the Affalterbach-based manufacturer has unveiled its new high-end SUV, the Mercedes-AMG GT SUV, a 100% electric vehicle offering powertrains developing up to 1,153 horsepower. The brand also admitted to having underestimated the persistent enthusiasm of fans for the sound and feel of V8 engines, while suggesting the upcoming arrival of a mechanical surprise surrounding the legendary V12 engine.
On the heritage front, the history of the German brand continues to grow: the very first generation of the Mercedes A-Class has now reached the age of eligibility for classic vehicle status. For its part, the Bavarian firm BMW revealed that it had secretly kept a prototype of an unprecedented hatchback version for several decades. Finally, other manufacturers oscillate between nostalgia and fortuitous discoveries, such as the 2027 Nissan Pathfinder which adopts features directly inspired by its original 1987 model, or the incredible recent discovery of a hidden collection of Chevrolet Corvettes in the heart of a trailer park in Texas.
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