Mercedes-Benz has opened its first Mercedes-Benz Studio in India at DLF One Horizon Centre, Gurugram, Delhi NCR, making India one of only 14 markets globally to host the distinctive urban brand experience format. Designed around the global promise of “Welcome Home,” the Studio brings together automotive design, craftsmanship, culture, community, culinary experiences and modern luxury in an inner-city destination.
The Studio was inaugurated by Santosh Iyer, Managing Director & CEO, Mercedes-Benz India. The new format is designed to respond to evolving expectations among luxury customers, offering an environment where visitors can spend time with the brand, explore its latest products and participate in curated experiences beyond the traditional automobile showroom.
Mercedes-Benz Studios are being established across four continents in 14 major global cities, including Copenhagen, Los Angeles, Tokyo, Singapore, Warsaw, Munich and Bucharest. The concept combines immersive and interactive brand engagement with integrated sales functionality, creating a customer touchpoint that brings together acquisition, loyalty and long-term engagement.
The Gurugram Studio features three key experiences: Lavonne Café, Mercedes-AMG PETRONAS X adidas merchandise and Mercedes-Benz vehicle test drives. The culinary offering brings curated artisanship and culinary expertise from Lavonne Academy of Baking Science, complementing the Studio’s relaxed and experiential environment.
The Studio also provides a platform for Mercedes-Benz to showcase advanced automotive technology. The CONCEPT AMG GT XX has been displayed in India for the first time. The high-performance electric concept features three axial-flux motors and the AMG.EA high-performance architecture, delivering more than 1,000 kW, or 1,360 hp, of peak output. It has a claimed top speed of more than 360 km/h, approximately 400 km of WLTP range that can be replenished in around five minutes, average DC charging power exceeding 850 kW and a drag coefficient of 0.198.
Santosh Iyer said, “Customer engagement with luxury has been evolving, as they desire specially curated spaces to enjoy spending time; experience the latest products, connect with the brand and immerse in an unmistakably familiar ‘Welcome Home’ feeling synonymous with Mercedes-Benz. Mercedes-Benz Studio presents this unhurried discovery, spending quality time, experiencing elevated culinary delight, making visitors feel welcome and interacting in novel, experimental ways.”
The Studio also marks the India launch of the Mercedes-AMG PETRONAS F1 Team range of e-bikes, developed in partnership with EMotorad. The City Edition, Track Edition and Rallye Edition feature a 250W rear hub motor, three power modes, assistance speeds of up to 25 km/h and ranges of up to 100 km. Prices are ₹4.20 lakh, ₹5.70 lakh and ₹7.60 lakh respectively, inclusive of GST, with deliveries scheduled to begin from mid-September 2026.
Mr Iyer added that the Studio opens with a distinct AMG focus, highlighting the CONCEPT AMG GT XX and the new F1 e-bikes as extensions of the brand’s performance, design and craftsmanship DNA. Mercedes-Benz plans to gradually expand the Studio concept to other major Indian cities.
Mercedes-Benz India currently has more than 90 service touchpoints and over 1,200 service bays across the country, supported by more than 4,200 employees. The company plans to expand its network to more than 20 MAR 20X touchpoints by the end of 2026.The company’s wider service portfolio includes STAR EASE Service Packages, a three-year standard warranty, extended warranty options, doorstep mobile service, express service solutions, battery health reports, collision support and mobility assistance.
Mercedes-Benz India said its franchise partners are committing investments of more than ₹450 crore over the next two years to expand the luxury sales and service network. These initiatives are aimed at delivering faster service, greater transparency and lower ownership costs while strengthening the overall luxury ownership experience.
