Mercedes-Benz India forms specialist team for luxury buyers, expands customisation experiences
Mercedes-Benz India is enhancing its customer engagement by introducing a specialised retail team focused on serving its top-tier buyers. The initiative is part of a broader strategy aimed at delivering a highly personalised and consultative approach to customers seeking exclusive configurations and customised luxury vehicles.
As the Indian luxury car market becomes more sophisticated, the demands of premium customers have evolved significantly. Buyers today are well-informed, track global trends and expect a detailed, consultative sales experience, especially when configuring high-value, complex vehicle models. To meet these expectations, Mercedes-Benz has appointed a dedicated, highly trained team of specialists to handle such requests.
This exclusive team assists customers with vehicle configurations, availability updates and order management, particularly for models imported as completely built units where delivery timelines can vary. While the specialist team engages directly with customers, they also coordinate with internal departments and dealerships to ensure seamless service across product segments.
The initiative aligns with the company’s broader transformation of its retail experience under the “Atelier Experience” concept, now being rolled out across key cities like Mumbai and Chennai. The Atelier outlets offer a mix of physical and digital experiences, allowing customers to touch and feel materials such as seat fabrics, trims and finishes while configuring their cars in real-time. A QR code is generated at the end of the process to facilitate order placement and transaction completion.
To make customisation accessible beyond showrooms, Mercedes-Benz is also deploying mobile kits that bring the Atelier Experience directly to customers’ homes or offices, offering convenience without compromising on the bespoke experience.
The company has opted not to divide its retail network based on product categories, unlike other automakers with separate outlets for different customer segments. Instead, Mercedes-Benz believes that all buyers, whether purchasing entry-level luxury cars or top-end performance models, deserve the same high level of service and personalisation through a single, unified retail experience.
Dealer partners are also playing a significant role in this transformation, with investments of around Rs. 450 crore planned over the next two years to upgrade showrooms into luxury boutique spaces tailored to customer profiles and regional demand patterns.
Meanwhile, Mercedes-Benz continues to cater to India’s growing enthusiast community, especially buyers of performance-focused AMG models. Some customers have even invested in building private racetracks, particularly in cities like Bengaluru and Coimbatore, highlighting the rising interest in track experiences.
Alongside these developments, Mercedes-Benz remains committed to electrification, with luxury EV sales in India increasing by 73% between January and May 2025. Despite economic uncertainties, fluctuating exchange rates and geopolitical challenges, the company is focused on expanding its electric vehicle lineup and customisation offerings to maintain its leadership in the luxury segment.
