Gurugram: Mercedes-Benz Studio has made its debut in India with the inauguration of the country’s first Mercedes-Benz Studio in Gurugram, Delhi NCR.
Located at DLF One Horizon Centre, the new urban destination brings Mercedes-Benz closer to customers through an open, walk-in space focused on design, craft, culture and community.
India is among 14 global markets selected to host the Mercedes-Benz Studio concept. The initiative creates inner-city brand spaces designed to offer customers an immersive Mercedes-Benz experience while integrating brand engagement with sales functionality.
The Mercedes-Benz Studio in Gurugram was inaugurated by Mercedes-Benz India and features a curated display of vehicles, a design and material library, the Mercedes-Benz lifestyle collection, Mercedes-AMG X adidas merchandise and an exclusive Lavonne Café.
The Studio is designed around the brand promise of “Welcome Home”, providing customers, enthusiasts, families and first-time visitors with an environment where they can discover Mercedes-Benz products and experiences at their own pace.
“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.”
— Santosh Iyer, Managing Director & CEO, Mercedes-Benz India
Mercedes-Benz Studio Brings Brand Experience to the City
The Mercedes-Benz Studio initiative is part of a global strategy to establish inner-city brand spaces across four continents.
The company said Studios are being established in more than 14 leading metropolises, including Copenhagen, Los Angeles, Tokyo, Singapore, Warsaw, Munich and Bucharest.
The first Studio was established in Copenhagen, while each subsequent Mercedes-Benz Studio is tailored to the character of its respective city within a defined global framework.
The initiative combines immersive and interactive brand experiences with integrated sales functionality.
According to Mercedes-Benz, the approach is intended to create a holistic touchpoint that brings together customer acquisition, brand loyalty and engagement throughout the customer journey.
At the Gurugram Mercedes-Benz Studio, visitors can experience the brand through three key offerings: Lavonne Café, Mercedes-AMG PETRONAS X adidas merchandise and Mercedes-Benz vehicle test drives.
The Studio’s objectives include bringing Mercedes-Benz closer to customers in India’s leading metropolitan markets, building awareness among new audiences and developing long-term customer relationships.
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Lavonne Café Collaboration at Mercedes-Benz Studio
A key feature of the Mercedes-Benz Studio is its exclusive collaboration with Lavonne Café.
The partnership combines Mercedes-Benz precision engineering-inspired design with pâtisserie and baking. Sixteen exclusive creations will be available to visitors, comprising eight petit gâteaux and eight viennoiserie and bakes.
Each creation at the Mercedes-Benz Studio will carry a signature Mercedes-Benz touch in its final presentation.
The pastries will be plated, glazed and finished with inspiration drawn from the company’s design language, including sculpted lines, metallic lacquers and a luxury palette of black, silver and gold.
Alongside the café experience, visitors can purchase Mercedes-Benz Collection items and Mercedes-AMG PETRONAS X adidas merchandise at the Mercedes-Benz Studio.
Customers can also book a test drive of Mercedes-Benz vehicles before visiting the Studio through the Mercedes-Benz India website.
CONCEPT AMG GT XX Showcased in India for the First Time
The Mercedes-Benz Studio in Gurugram has also become the venue for the first India display of the CONCEPT AMG GT XX.
The concept, described as a design and performance statement, is a pioneering technology programme from Mercedes-AMG that was unveiled globally in Affalterbach in June 2025.
Finished in sunset beam orange, the CONCEPT AMG GT XX features a dynamic fastback silhouette, double-bubble roof, sharply raked windscreen and six circular deep red taillights recessed into conical sidewalls.
The vehicle features three axial flux motors and a high-performance battery developed from scratch.
Mercedes-AMG said the technology demonstrates a new dimension of performance and includes technical solutions intended for subsequent series-production models based on the AMG Electric Architecture, or AMG.EA.
“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.”
— Santosh Iyer, Managing Director & CEO, Mercedes-Benz India
CONCEPT AMG GT XX: Key Specifications
The CONCEPT AMG GT XX showcased at the Mercedes-Benz Studio is equipped with three axial flux motors producing more than 1,000 kW, or over 1,360 hp.
The motors are packaged into High-Performance Electric Drive Units, with one motor positioned in the front drive unit and two in the rear. Each motor assembly features its own silicon-carbide DC/AC inverter.
The concept has a claimed drag coefficient of 0.198. Its AMG.EA high-performance architecture and AMG Performance 4MATIC+ fully variable all-wheel drive contribute to its performance specifications.
Key technical highlights include:
- Three axial flux electric motors
- Maximum drivetrain power of more than 1,000 kW (1,360 hp)
- AMG Performance 4MATIC+ fully variable all-wheel drive
- Top speed of more than 360 km/h
- Average DC charging power of more than 850 kW
- More than 800V nominal voltage
- Approximately 400 km of WLTP range added in around five minutes
- Drag coefficient of 0.198
- Length of 5,204 mm
- Width of 1,945 mm, or 2,130 mm with mirrors
- Height of 1,317 mm
The CONCEPT AMG GT XX also features MBUX Fluid Light Paint, an electroluminescent technology that allows sections of the bodywork to light up using electrically conductive paint layers.
The concept further incorporates active aero elements in its wheels. Each hub assembly has a self-sufficient system comprising a generator, actuator and battery.
When activated, five aeroblades create an opening around the rim, allowing cooling air to be pumped through to the brakes.
The vehicle also features external speakers integrated into the headlight housings for driving sound and pedestrian protection.
New Mercedes-AMG PETRONAS F1 E-Bikes Launched in India
Mercedes-Benz also launched the Mercedes-AMG PETRONAS F1 Team range of e-bikes in India at the opening of the Mercedes-Benz Studio.
The e-bikes have been introduced in partnership with EMotorad and are available in three editions: City Edition, Track Edition and Rallye Edition.
The City Edition is positioned as a premium urban commuter and features a Shimano CUES 9-speed drivetrain and two-piston hydraulic disc brakes.
The Track Edition is designed for riders seeking a sportier urban riding experience and comes with Pirelli Angel Urban GT semi-slick tyres and road-focused performance characteristics.
The Rallye Edition serves as the flagship model and combines a German-built Pinion C1.9 gearbox with electric Smart.Shift, a Gates carbon belt drive, an 80mm front suspension fork and Pirelli Scorpion eMTB tyres.
All three e-bike editions feature a 250W rear hub motor with Comfort, Sport and Sport Plus power modes. They have a top assistance speed of 25 km/h and a range of up to 100 km with the additional seat-tube battery.
The e-bikes also feature a 5.5-inch full-colour integrated display built into a custom one-piece handlebar.
Each model carries a custom Mercedes design and is supplied with a charger and Smart Bluetooth helmet. The Track and Rallye Editions additionally include a range extender battery.
Mercedes-Benz said that because the AMG e-bikes operate within a 250W motor output and a 25 km/h assistance speed, they “require no registration, driving licence or insurance” in India.
Mercedes-AMG PETRONAS F1 E-Bike Prices in India
The three e-bike editions are priced as follows:
- City Edition: ₹4.20 lakh
- Track Edition: ₹5.70 lakh
- Rallye Edition: ₹7.60 lakh
The prices are MRP inclusive of GST. Pre-orders are open, with deliveries scheduled to commence from mid-September 2026.
The e-bikes are available in Small and Medium sizes at identical pricing.
EMotorad Partnership for India
EMotorad is the exclusive India partner for the EMotorad x n+ Mercedes-AMG PETRONAS Official E-bike range.
The e-bikes will be assembled fully in India by EMotorad. The company will also manage product supply, warranty registration and distribution to Mercedes-Benz franchise partners.
Its responsibilities will additionally include warranty coordination, repairs, spare-parts management and after-sales assistance through EMotorad’s service network across 55 locations in India.
Mercedes-Benz Studio and the ‘Welcome Home’ Experience
The Mercedes-Benz Studio initiative forms part of Mercedes-Benz’s broader “Welcome Home” narrative and comes during the company’s 2026 anniversary year marking “140 Years of Innovation”.
The initiative marks 140 years since Carl Benz’s original automobile patent and creates physical destinations where culture, innovation and urban life converge.
Through the Mercedes-Benz Studio concept, customers can experience the company’s latest products and innovations, exclusive events, cultural moments and strategic partnerships within urban environments.
The company said the initiative is intended to strengthen its urban brand leadership by creating visible and meaningful touchpoints where customers and enthusiasts can experience the brand first-hand.
The Mercedes-Benz Studio concept is also intended to connect with new audiences in locations where brand perception is formed while reinforcing Mercedes-Benz’s presence in urban and future mobility.
Mercedes-Benz India’s Presence
Mercedes-Benz India completed 30 years of operations in India in 2024. The company’s production facility in Chakan near Pune was established in 2009 and is spread across 100 acres.
The facility forms part of Mercedes-Benz’s Global Production Network and plays an important role in the company’s CKD production network.
Mercedes-Benz India said its production facility represents an investment of more than ₹3,000 crore and has the largest installed production capacity among luxury carmakers in India.
The company has more than 140 luxury touchpoints across more than 50 cities in India, alongside its AMG Performance Centres.
Its product portfolio includes locally produced models such as the C-Class, E-Class Long Wheelbase and S-Class, along with the Mercedes-Maybach S 580 limousine and V-Class.
The company also offers electric vehicles including the New CLA BEV, EQS 580 sedan and EQS SUV 450, while its locally produced SUV range includes the GLA, GLC, GLE and GLS.
The company also sells completely built-up imported models including the G 450d, GLS Maybach and AMG models ranging from the AMG A 45 S to the AMG GT 63 S.
Mercedes-Benz India has also introduced the “Retail of the Future” direct-to-customer business model and said it has sold approximately 80,000 new Mercedes-Benz vehicles through the model.
