Mercedes-Benz has inaugurated its first Mercedes-Benz Studio in India, bringing the German luxury carmaker’s new global urban brand experience format to Gurugram, Delhi NCR.
Located at DLF One Horizon Centre, the Mercedes-Benz Studio is designed as an open, walk-in destination where customers and enthusiasts can experience the brand through cars, design, lifestyle, culture and food. India is among 14 markets globally to receive the Mercedes-Benz Studio concept.
The Gurugram Studio also marks the Indian debut of the Mercedes-Benz CONCEPT AMG GT XX, a high-performance electric concept from Mercedes-AMG. Alongside the concept car, Mercedes-Benz has launched the Mercedes-AMG PETRONAS F1 Team range of e-bikes in India in partnership with EMotorad.
The new Mercedes-Benz Studio is more than a conventional showroom. It combines a curated vehicle display with a design and material library, Mercedes-Benz lifestyle products, Mercedes-AMG X adidas merchandise and an exclusive Lavonne Café.
The Studio offers three key experiences: the Lavonne Café, Mercedes-AMG PETRONAS X adidas merchandise and the opportunity for customers to experience Mercedes-Benz vehicles through test drives.
Mercedes-Benz has partnered with Lavonne Café to create 16 exclusive pâtisserie and bakery creations inspired by the brand’s design language. The collection includes eight petit gâteaux and eight viennoiserie and baked creations, featuring design elements inspired by sculpted lines, metallic finishes and Mercedes-Benz’s black, silver and gold colour palette.
Customers can also purchase Mercedes-Benz Collection products and Mercedes-AMG PETRONAS X adidas merchandise at the Studio. Test drives can be booked through the Mercedes-Benz India website.
The biggest automotive highlight at the new Studio is the Mercedes-AMG CONCEPT GT XX, which is being displayed in India for the first time.
The concept uses three axial-flux electric motors and Mercedes-AMG’s high-performance AMG.EA architecture. Combined, the motors produce more than 1,000 kW, equivalent to over 1,360 hp.
Mercedes-AMG claims a top speed of more than 360 km/h, while the concept can add approximately 400 km of WLTP range in around five minutes. Its average DC charging power is claimed to exceed 850 kW.
The CONCEPT GT XX also features AMG Performance 4MATIC+ fully variable all-wheel drive, an 800V-plus electrical architecture and an extremely low drag coefficient of 0.198.
The concept car showcases several technologies that Mercedes-AMG says are being developed for future high-performance electric production cars.
It features three axial-flux motors, with one motor mounted at the front and two at the rear. Each motor uses its own silicon-carbide DC/AC inverter.
The car also features active aerodynamic elements integrated into its wheels. Each wheel uses five aero blades that can open to allow cooling air to reach the brakes when required.
Another highlight is the MBUX Fluid Light Panel at the rear, which uses more than 700 programmable LEDs to create a 3D-pixel effect. The panel can display information including the AMG logo and the vehicle’s state of charge.
The concept also uses innovative sustainable materials, including LABFIBER Biotech Leather Alternative and LABFIBER Biotech Silk Alternative. Mercedes-AMG says these materials combine bio-based and recycled elements with high strength and low thermal conductivity.
Mercedes-Benz has also launched the Mercedes-AMG PETRONAS F1 Team range of e-bikes in India in partnership with EMotorad.
The range consists of three models: City Edition, Track Edition and Rallye Edition.
All three use a 250W rear hub motor with three riding modes — Comfort, Sport and Sport Plus. The e-bikes have a top assisted speed of 25 km/h and can offer a claimed range of up to 100 km when equipped with the additional seat-tube battery.
The City Edition is positioned as an urban commuter, while the Track Edition gets a sportier setup and Pirelli Angel Urban GT semi-slick tyres. The Rallye Edition is the flagship model and comes with a Pinion C1.9 gearbox, electric Smart.Shift, Gates carbon belt drive, 80mm front suspension and Pirelli Scorpion eMTB tyres.
| Model | Price |
|---|---|
| AMG City Edition | ₹4.20 lakh |
| AMG Track Edition | ₹5.70 lakh |
| AMG Rallye Edition | ₹7.60 lakh |
All prices are MRP inclusive of GST. Pre-orders are open, with deliveries scheduled to begin from mid-September 2026.
The e-bikes are available in Small and Medium sizes at the same price. Since they operate with a 250W motor and a maximum assisted speed of 25 km/h, Mercedes-Benz says they require no registration, driving licence or insurance in India.
The Gurugram facility is part of Mercedes-Benz’s global Studio initiative, which is being established across more than 14 major cities on four continents. The concept began with the first Studio in Copenhagen and is designed to adapt to the character of each individual city while maintaining Mercedes-Benz’s global brand identity.
According to Mercedes-Benz India, the Studio concept is intended to bring the brand closer to customers in major metropolitan markets and create new opportunities for customers, enthusiasts and first-time visitors to interact with the brand.
Mercedes-Benz India Managing Director and CEO Santosh Iyer said the company expects the Studio concept to create an immersive brand experience and plans to gradually expand it to other Indian metropolises.
The opening also comes during Mercedes-Benz’s 140 Years of Innovation celebrations, marking 140 years since Carl Benz filed the patent associated with the automobile.
With the new Gurugram Studio, Mercedes-Benz is looking to move beyond the traditional luxury-car showroom format by combining automobiles, technology, lifestyle, food and customer experiences in a single urban destination.
