Luxury carmaker Mercedes-Benz has inaugurated India’s first Mercedes-Benz Studio at DLF One Horizon Centre, Gurugram, marking the country’s entry into the automaker’s new global brand-experience format.
The Studio is designed to bring Mercedes-Benz closer to customers in key metropolitan markets, build awareness among new audiences and strengthen long-term customer relationships through an immersive brand experience that extends beyond the traditional showroom.
At the opening, Mercedes-Benz India also unveiled the CONCEPT AMG GT XX, a high-performance electric supercar concept, and launched the Mercedes-AMG PETRONAS F1 e-bike range for Indian customers in partnership with EMotorad.
A new urban luxury experience
The Mercedes-Benz Studio combines curated vehicle displays with a design and material library, Mercedes-Benz lifestyle collection and Mercedes-AMG X adidas merchandise. It also houses an exclusive Lavonne Café, creating what the automaker describes as a warm, modern luxury environment.
The Studio is intended for customers, enthusiasts, families and first-time visitors to discover the Mercedes-Benz brand at their own pace and engage with its products, design and lifestyle offerings.
Located in an upscale urban setting, the Gurugram Studio has been designed around Mercedes-Benz’s “Welcome Home.” brand promise, creating a space where luxury, culture, innovation and urban life intersect.
Part of global Studio strategy
The Gurugram facility is part of a global Mercedes-Benz initiative to establish inner-city brand spaces across four continents. Studios are being established in more than 14 leading global cities, including Copenhagen, Los Angeles, Tokyo, Singapore, Warsaw, Munich and Bucharest.
The world’s first Mercedes-Benz Studio was opened in Copenhagen. While each Studio follows a common global framework, the concept allows individual locations to reflect the character and culture of their respective cities.
The initiative is aimed at creating new physical touchpoints between the brand and consumers, connecting product experiences, exclusive events, cultural moments and strategic partnerships with the purchase journey.
Connecting brand experience and commerce
The Mercedes-Benz Studios form part of the company’s “Welcome Home.” narrative and are being introduced in 2026, the year Mercedes-Benz celebrates 140 Years of Innovation, marking 140 years since Carl Benz’s original patent.
The Studios are intended to create destinations where customers can experience the latest products and innovations while also engaging with cultural and lifestyle experiences.
For Mercedes-Benz, the strategy represents an effort to strengthen its presence in the heart of major cities, where brand perception and consumer preferences are increasingly shaped.
The company expects the new format to help strengthen brand desirability, build preference among new audiences and deepen engagement with existing customers.
AMG performance takes centre stage
The Gurugram Studio opened with a strong AMG focus, with Mercedes-Benz India unveiling the CONCEPT AMG GT XX.
The concept showcases Mercedes-AMG’s approach to high-performance electric mobility, highlighting new technologies and innovations aimed at redefining performance in an electric future.
Mercedes-Benz India also launched the Mercedes-AMG PETRONAS F1 e-bike range in partnership with EMotorad. The e-bikes extend the AMG brand experience into another mobility category, combining performance, design and craftsmanship.
Santosh Iyer on the new Studio
Mercedes-Benz India Managing Director & CEO Santosh Iyer said the Studio has opened with a distinct AMG flavour for enthusiasts.
“The CONCEPT AMG GT XX showcases Mercedes-AMG redefining standards of performance with groundbreaking technologies and innovations, underlining an entirely new dimension of a sustained electric future for customers,” he said.
He added that the launch of the AMG F1 PETRONAS e-bikes in India was a natural extension of the AMG brand.
“These world-class F1 e-Bikes will enable more AMG enthusiasts to connect with the brand’s unique DNA of performance, design and craftsmanship,” Iyer said.