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Mercedes-Benz sees surge in customisation; luxury EV sales up 66%
Mercedes-Benz India, which recently launched a collector's edition of the Mercedes-AMG G63 priced at ₹4.3 crore, says demand for customisation is rising in the top-end vehicle (TEV) segment, as buyers increasingly want their cars to stand out. Some customers are spending an additional ₹60 lakh to ₹1.5 crore on personalisation alone.
Santosh Iyer, managing director and chief executive officer (CEO) of Mercedes-Benz India, said this trend is being driven by a small, exclusive community of TEV owners who seek to differentiate their cars within their social circles. Customisation options include bespoke colours, personalised engravings on grab handles, and edition-specific branding. Mercedes also offers personalisation kits priced around ₹10 lakh.
The company believes the appetite for customisation is growing — and not just among younger buyers. For models like the G63, nearly 75 per cent of units sold are personalised. For others, such as the Maybach S-Class, the figure is around 60 per cent.
Iyer also highlighted the strong performance of luxury electric vehicles (EVs) this year, with industry volumes rising 66 per cent to cross 2,000 units in the first five months of 2025. Mercedes-Benz India's own EV sales grew 73 per cent, with EVs now accounting for 11 per cent of the luxury segment.
As for the AMG G63 collector's edition, just 30 units will be offered in India. Bookings opened on Thursday. The special edition was developed in collaboration with Mercedes-Benz Research & Development India (MBRDI).
'At MBRDI, we are proud to have played a key role in shaping this India-inspired collector's edition of the AMG G63. With this edition, we aimed to go beyond performance and create a vehicle that resonates with India's unique identity,' said Manu Saale, MD and CEO, MBRDI.
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