Mercedes-Benz India has launched the EQS 580 4MATIC ‘Celebration Edition’, commemorating the growing success of its EQS range and surging demand for top-end Battery Electric Vehicles (BEVs) in the country. Alongside, the company also inaugurated its exclusive ‘Atelier Experience’ at Sundaram Motors, Adyar, reinforcing its customer-first approach with a bespoke luxury retail concept tailored for top-end customers.
In the last fortnight alone, four new luxury facilities have been inaugurated across Jammu, New Delhi, Mumbai, and Chennai—taking the total to 11 new touchpoints in 2025, with plans to open 19 more by year-end.
Mercedes-Benz BEV Momentum Accelerates
Mercedes-Benz’s luxury BEV portfolio has significantly outpaced the market, registering an impressive 73% YTD growth (as of May 2025). This growth is largely driven by increased demand for its top-end EV offerings including the EQS 580 sedan and SUV, the 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,” said Mr. Santosh Iyer, Managing Director & CEO, Mercedes-Benz India.
“This dual announcement reflects our deep commitment to delivering both product excellence and immersive customer experiences. The growing interest in our top-end BEVs, combined with the introduction of curated experiences like the ‘Atelier’, signals a new chapter of luxury retail and mobility in India.”
EQS 580 4MATIC ‘Celebration Edition’: Elevating Rear-Seat Luxury
The limited-run ‘Celebration Edition’ of the EQS 580 4MATIC introduces enhancements focused on rear-seat luxury and personalization:
- Rear Seat Comfort Package
- Multicontour Rear Seats with ENERGIZING Massage Function & Lumbar Support
- Executive Reclining Seats (up to 38 degrees)
- Chauffeur Package with Electronically Tiltable Front Passenger Seat
- Full Nappa Leather Upholstery
- Designer Belt Buckles (Front & Rear)
- MBUX AR Navigation with Live Images
As an aerodynamics world champion, the EQS offers a range of 800+ km (ARAI certified)—the highest for any BEV in India. This milestone further cements the EQS’s position as a technological benchmark in electric luxury mobility.
- Price: INR 1.30 crore (All-India, ex-showroom)
- Units Available: Limited to 50 only
‘Atelier Experience’ at Sundaram Motors, Adyar – Boutique Luxury in Chennai
Mercedes-Benz inaugurated its new ‘Atelier Experience’ from Sundaram Motors in Adyar, Chennai—its 11th retail facility in Karnataka and Tamil Nadu. The concept is designed to provide immersive, personalized luxury experiences, allowing customers to configure their dream cars using the MANUFAKTUR customisation program.
“After the highly exclusive Maybach Lounge in Hyderabad and G-Class Lounge in New Delhi, we are proud to introduce the ‘Atelier Experience’ in Mumbai and Chennai,” said Mr. Iyer.
“Hyper-personalisation is emerging as a key trend in the top-end segment. With exclusive Maybach and G-Class kits, featuring physical material samples and a cutting-edge online configurator, customers enjoy a unique ‘physi-digital’ experience.”
Highlights of the ‘Atelier Experience’ – Adyar, Chennai:
- Flexible: Custom branding with personalised wall designs per customer vehicle
- Exclusive: One-on-one consultation with trained product experts
- Digital: Interactive configuration tools for immersive engagement
- Strategic: Centrally located in Chennai’s prime luxury neighbourhood
The 3,800 sq. ft. facility (on a 7,500 sq. ft. plot) can flexibly showcase Mercedes-Benz, Maybach, AMG, and G-Class models—all under one roof, with modular branding elements and seamless switching between sub-brand identities.
Mr. Sharath Vijayaraghavan, Executive Director, Sundaram Motors, added: “We are proud of our 25-year partnership with Mercedes-Benz. With shared values and a legacy of over 100 years each, our 11 facilities are designed for convenience and excellence. Our Sundaram Signature Service also ensures flexible and personalised after-sales support.”
Go-to-Market Strategy: Expanding Luxury, Deepening Personalisation
Mercedes-Benz’s strategic expansion focuses not just on physical network growth but on delivering bespoke customer experiences in both metro and emerging markets. With the opening of 30 new/upgraded luxury touchpoints in CY 2025, including 19 in the next five months, the company aims to bring world-class luxury closer to customers in tier-II cities like Kanpur, Patna, Varanasi, Udaipur, and Bhopal.
This holistic approach ensures Mercedes-Benz maintains its position as India’s most desirable luxury carmaker, balancing innovation, personalization, and geographic expansion across India’s evolving premium automotive landscape.
