Mercedes-Benz India redefines luxury with hyper-personalisation & India-specific innovations
is betting on
hyper-personalisation
and electrification, with a focus on Indian technology, to enhance its appeal and drive growth in the country's burgeoning
luxury car market
, the company's top official said.
The Germany-based luxury carmaker is offering a hyper-personalisation programme--the
Manufacturer Program
, including '
Manufaktur
'--which allows buyers to customise their vehicles as per their preferences.
'Under this programme, 75 per cent of the customers who buy a car personalise it through the Manufacturer Program, for which they are willing to pay between ₹60 lakh to ₹1.5 crore,'
Santosh Iyer
, Managing Director and CEO, Mercedes-Benz India, told
ETAuto
.
India's growing affluent customer base is giving rise to the trend of bespoke luxury vehicles. Beyond physical personalisation, digital features such as 'Routines'—an AI-driven car element based on customer habits—are reinforcing this shift. Following the same philosophy, the luxury carmaker today launched the Mercedes-AMG G 63 'Collector's Edition' at ₹4.3 crore. Only 30 units of the limited edition will be available exclusively to existing customers.
Staying ahead with Indian technology
This launch also marks the first Mercedes-Benz Research and Development India's (MBRDI)contribution to the Mercedes Benz limited edition model, underscoring the company's growing focus on local product development.
MBRDI, headquartered in Bengaluru, is at the forefront of integrating advanced technologies such as AI and Gen AI in car manufacturing--from chip-to-cloud operating systems to customer-facing features.
'From the technical involvement across all aspects of engineering, we believe there's hardly any area of research untouched by Indian engineers today,' said Manu Saale, MD and CEO, MBRDI.
With its growing engineering capabilities, India is playing a critical role in global automotive innovation that is expected to impact next-generation vehicles worldwide.
Aligning with EVs
With thegrowing adoption of electric vehicles in the country, the carmaker has kept pace with the trend.
Mercedes-Benz India has reported a 73 per cent growth in luxury EV sales from January to May, outpacing the overall industry growth, said Iyer. This EV momentum is driven by top-end models such as the EQS SUV, EQE, and EQS Maybach. Currently, the company does not compete in the entry-level EV segment.
'The brand aims to maintain the DNA of performance (AMG) while offering the benefits of electrification (EQ), showcasing features like the 'G-Turn' in the electric G-Class,' the management added.
On the growth front, the German manufacturer expects to report flat to single-digit growth in 2025, in line with earlier projections. This outlook is influenced by factors such as exchange rates, geopolitical concerns, and more.
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