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Mercedes-Benz inaugurates 4 new luxury facilities in last fortnight in Jammu, New Delhi, Mumbai and now in Chennai, totaling 11 new touchpoints in 2025. Bespoke ‘Atelier Experience’ curated for top-end luxury customers inaugurated in Adyar, Chennai.
Mercedes-Benz BEV portfolio outpaces the luxury market, grew by a robust 73% in YTD May 2025, led by a surge in demand for top-end EVs like EQS 580 sedan and SUV, EQS Maybach SUV and the G 580 with EQ Technology
“We are excited to launch the EQS 580 ‘Celebration Edition’ alongside our strategic network expansion in Chennai. This dual announcement exemplifies Mercedes-Benz’s deep commitment to uphold both product excellence and customer experience. The EQS ‘Celebration Edition’ signifies growing customer interest in our top-end BEVs, as we continue to outpace the market growth, regularly upgrading our luxury BEV portfolio. Our BEV growth is strongly driven by demand for top-end BEVs comprising EQS sedan and SUV, EQS Maybach SUV and the G 580 with EQ Technology. Similarly, qualitative network expansion demonstrates our customer commitment beyond luxury products, introducing boutique luxury experiences in established metropolises like Chennai.”
“After the highly exclusive Maybach Lounge in Hyderabad, the G-Lounge in New Delhi, we are now introducing the bespoke ‘Atelier Experience’ in Mumbai and in Chennai, where discerning customers can configure their cars with MANUFAKTUR range of customization options. Hyper-personalization is an emerging trend at the top-end luxury segment, and with exclusive Maybach Kit and G-Class Kit comprising physical material samples combined with state-of-art online configurator, customers can have a physi-digital experience, while configuring their personalized top-end Mercedes-Benz car.”
Santosh Iyer, Managing Director & CEO, Mercedes-Benz India
EQS 580 ‘Celebration Edition’:
· ‘Celebration Edition’ focusses on continuous improvement towards rear seat comfort for customers
· Rear Seat Comfort Package, Multi Contour Rear Seats with ENERGIZING massage function and Lumbar support
· Features luxurious ‘Executive Seats’ reclinable up to 38 degrees, a Chauffeur Package with electronically tiltable front seats
· Complete Nappa leather upholstery as standard | Designer belt buckles in front and rear
· Equipped with MBUX AR for navigation with live images
· Mercedes-Benz EQS is an aerodynamics world-champion with a range of 800+ kms*, highest for any BEV in India, clearly demonstrating EQS’ technological superiority in BEVs
· EQS 580 4MATIC ‘Celebration Edition’ is priced at Rs. 1.30 crores (all-India ex-showroom) and is limited to 50 units only
*ARAI Certified
Network Strategy:
· Mercedes-Benz inaugurated top-end luxury showrooms in the key metropolises of Hyderabad, Delhi NCR, Mumbai featuring exclusive lounges and bespoke experience centres like ‘Maybach Lounge’, ‘G-Class Lounge’ and ‘Atelier Experience’ in Mumbai and Chennai
· Mercedes-Benz inaugurated 11 new luxury touchpoints in CY 2025, 19 more luxury touchpoints to be inaugurated in next 5 months
· Customers on mini metros like Kanpur, Patna, Varanasi, Udaipur and Bhopal to soon experience Mercedes-Benz bespoke luxury experience
· ‘Atelier Experience’ at Adyar, Chennai will offer personalized wall designs tailored to each customer’s Mercedes-Benz model. The showroom will have dedicated customer consultation with specialized product experts, interactive customization experience ensuring a seamless brand immersion
Bengaluru: India’s most desirable luxury carmaker Mercedes-Benz India today, announced the introduction of the EQS 580 4MATIC ‘Celebration Edition’ offering an upgraded version of the EQS 580 4MATIC sedan, an aerodynamic world-champion, staying at the forefront of the BEV revolution in India. The ‘Celebration Edition’ celebrates the success of Mercedes-Benz’s increased BEV penetration, driven by top-end BEVs. The ‘Celebration Edition’ also celebrates the success of the Mercedes-Benz EQS range, which remains a benchmark in luxury BEVs, with technological innovation featuring the ‘MBUX Hyperscreen’, luxurious interior appointments and an unparalleled long range for any BEV in India. The ‘Celebration Edition’ introduces more luxurious features, focused on making the rear seat of the EQS 580 sedan, the best in class in terms of comfort, space and luxury experience for customers.
Mercedes-Benz also inaugurated an ‘Atelier Experience’ from Sundaram Motors at Adyar, Chennai. With this inauguration Mercedes-Benz now offers state-of-art bespoke luxury retail facilities in key metropolises of New Delhi, Mumbai, Hyderabad and in Chennai. While enhancing the experience of its top-end luxury customers, Mercedes-Benz is also pursuing a ‘go to customer’ strategy by debuting in new markets and new emerging mini-metros. The company plans to inaugurate 30 new or upgraded luxury touchpoints in CY 2025, 19 of them in next 5 months.
Sundaram Motors’ ‘Atelier Experience’ Adyar, Chennai: Boutique Luxury in Established Markets Atelier Experience from Sundaram Motors, Adyar, Chennai is Sundaram Motors’ 11th showroom across Karnataka and Tamil Nadu, designed to deliver the ‘Atelier experience’ providing an immersive space and trained personalized product expert advice. This helps customers to configure their dream cars under Mercedes-Benz famed MANUFAKTUR program, that underlines exclusivity and craftsmanship.
‘Atelier Experience’, Adyar Chennai represents Mercedes-Benz’s focus on delivering boutique luxury experiences in established metropolises. Located in an upscale neighbourhood with excellent connectivity and high concentration of luxury automotive customers, this facility exemplifies the brand’s commitment to personalized consultation and modern luxury retail concepts.
The sales facility spans over 3,800 sp. ft. of covered area with a plot area of 7,500 sq. ft. The facility offers high flexibility to showcase various sub-brands including Maybach, AMG, G-Class, and Mercedes-Benz at a single location. The design enables seamless switching between logos and brand elements with minimal manual effort, optimising premium display space for maximum impact.
Key highlights of ‘Atelier Experience’ at Adyar, Chennai:
Flexible: Custom branding with personalized wall designs tailored to each customer’s Mercedes-Benz model.
Exclusive: Dedicated customer consultation with specialized product experts. Digital: Interactive customization experience ensuring a seamless brand immersion.
Urban: A strategic location in the heart of Chennai, bringing luxury closer to customers.
The luxury showroom was inaugurated by Mr. Santosh Iyer, Managing Director & CEO, Mercedes-Benz India, along with Mr. Sharath Vijayaraghavan, Executive Director, Sundaram Motors, marking another milestone in the brand’s journey of excellence.
Mr. Sharath Vijayaraghavan, Executive Director, Sundaram Motors commented: “We are extremely proud of our association with Mercedes-Benz known for its innovation, Leadership & Strong Legacy. With both brands having vintage over 100 years, the shared values of both the companies have paved the way for such formidable partnership of 25 years with several more years to come. Our eleven facilities are designed for customer convenience, and our eleven Sundaram Signature Service offerings provide flexible support to meet any additional customer requirements.”
Go to Market Strategy for enhanced customer experience:
The inauguration of new showrooms in key metropolises with curated customer experience represents the brand’s commitment to delivering customized luxury experiences to top-end customers. This strategy demonstrates Mercedes-Benz’s pioneering spirit in offering bespoke experiences, in a physi- digital environment, with scope of customizing vehicles as per customer’s wishes and desire. This customer focussed approach ensures Mercedes-Benz maintains its desirability, customer centricity and innovation in established luxury markets, while simultaneously expanding its footprint into new territories, creating a comprehensive network that serves India’s diverse and growing luxury automotive landscape.
