Maybach, which is owned by Mercedes-Benz, had previously handled its PR in-house.
LM Communications has been brought on to reach out to high net worth individuals.
It will target the Russian and Arab expat media, as well as in-house private jet magazines and lifestyle titles including GQ. Lara Mingay, managing director of LM Communications, will also network with potential customers.
Andrew Roberts, corporate communications director at Mercedes-Benz, said he deliberately avoided a large agency because he wanted a more direct PR relationship.
Roberts said Maybach cars start at £250,000 and are mostly used by people with chauffeurs. ‘The fundamental thing about Maybach is that its an exceptional car to be driven in,' he said.