Mercedes-Benz India has inaugurated the country’s first Mercedes-Benz Studio at DLF One Horizon Centre, Gurugram, Delhi NCR — marking India’s entry into an entirely new global brand experience format. The Studio is part of a worldwide Mercedes-Benz initiative spanning more than 14 leading cities across four continents, following the world’s first such Studio in Copenhagen.
The Mercedes-Benz Studio goes beyond a conventional showroom, offering a curated vehicle display, a design and material library, a Mercedes-Benz lifestyle collection, Mercedes-AMG PETRONAS X adidas merchandise, and an exclusive Lavonne Café — where 16 specially created patisserie items, inspired by Mercedes-Benz’s signature design language of sculpted lines, metallic lacquers, and a luxury palette of black, silver, and gold, will be available to patrons.
At the opening, Mercedes-Benz India also unveiled the CONCEPT AMG GT XX supercar and launched its Mercedes-AMG PETRONAS F1 e-bike range for Indian customers, in partnership with EMotorad.
The Studio is anchored within Mercedes-Benz’s 2026 landmark of celebrating 140 Years of Innovation — 140 years since Carl Benz’s original patent — and is designed to bring the brand closer to customers in metropolitan markets, build awareness among new audiences, and deepen long-term customer relationships. Customers and visitors can also book test drives and purchase Mercedes-Benz collection items and merchandise at the Studio.
The initiative reinforces Mercedes-Benz’s brand promise of ‘Welcome Home’ — creating a warm, modern luxury environment where customers, enthusiasts, families, and first-time visitors can discover and engage with the brand at their own pace.
Mr. Santosh Iyer, Managing Director & CEO, Mercedes-Benz India, 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. We are equally excited to showcase our alluring cars in the heart of the city, where customers can experience them in a relaxed and inspiring setting. We are confident ‘Mercedes-Benz Studio’ will create an immersive brand experience for customers, as we plan to expand this concept to other metropolises gradually.”
“The Studio opens 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. The launch of AMG F1 PETRONAS e-bikes in India is 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,” he added.
