India’s most desirable luxury carmaker Mercedes-Benz today inaugurated the country’s first ‘Mercedes-Benz Studio’ in Gurugram, Delhi NCR, marking India’s presence in an entirely new global brand experience format.
 

Located at DLF One Horizon Centre, Gurugram, the Mercedes-Benz Studio’s core objectives include bringing the brand closer to customers in selected metropolitan areas, gaining awareness, and building long-term customer relationships as they interact with Mercedes-Benz in new experimental ways. Products, exclusive events, and cultural moments will seamlessly connect the Mercedes-Benz brand experience from the very first contact through purchase.

Mercedes-Benz India also unveiled the stunning engineering marvel, the CONCEPT AMG GT XX supercar, and launched its Mercedes-AMG PETRONAS F1 e-bike range for Indian customers in partnership with EMotorad at the opening of the Mercedes-Benz Studio in Delhi NCR.

Alongside a curated display of vehicles, the Studio houses a design and material library, Mercedes-Benz lifestyle collection, Mercedes-AMG X adidas merchandise, and an exclusive Lavonne Café, creating Mercedes-Benz’s signature warm, modern luxury environment for customers, enthusiasts, families, and first-time visitors to discover the brand at their own pace and engage in new experimental ways.
 

Positioned in the upscale city locale of Gurugram, the Studio is designed innovatively so that every visitor can truly feel Mercedes-Benz’s brand promise of ‘Welcome Home.’

Mercedes-Benz Studio Delhi NCR is part of a worldwide Mercedes-Benz initiative, establishing such exclusive Studios in more than 14 leading cities across four continents, following the world’s first Studio in Copenhagen. Each Studio is tailored to the character of its city within a clearly defined global framework, enabling market-specific realisation while maintaining consistency across all activations.

The Studio’s objectives are to bring the brand closer to customers in India’s leading metropolitan markets, build awareness among new audiences, and deepen long-term customer relationships.
 

Connecting Brand Experience and Commerce

The “Mercedes-Benz Studios” form an integral part of the “Welcome home.” narrative and are anchored within the 2026 landmark of Mercedes-Benz celebrating “140 Years of Innovation,” marking 140 years since Carl Benz’s original patent.

The initiative creates physical destinations where culture, innovation, and urban life converge. At prime locations globally, customers can experience the latest products and innovations, exclusive events, cultural moments, and strategic partnerships, to genuinely immerse themselves in the Mercedes-Benz brand in their familiar urban environment.

Strengthening Urban Brand Leadership

The “Mercedes-Benz Studios” initiative supports a clear strategic goal: bringing the Mercedes-Benz brand closer to people in the heart of key cities, encouraging them to interact with Mercedes-Benz in new experimental ways, while reinforcing Mercedes-Benz’s role in shaping urban and future mobility.

The Mercedes-Benz Studio will create highly visible, meaningful touchpoints where customers and enthusiasts alike can experience the brand first-hand, strengthening brand desirability, building preference, and connecting with new audiences in places where brand perception is formed.
 

Exclusive Collaboration Between Mercedes-Benz Studio and Lavonne Café

An exclusive collaboration with Lavonne Café will result in Mercedes-Benz precision engineering-inspired world-class patisserie.

Sixteen exclusive creations, comprising eight petit gâteaux and eight viennoiserie and bakes, carrying a signature Mercedes-Benz touch in the final presentation, will be available for patrons.

Each creation of Lavonne Café at Mercedes-Benz Studio will be plated, glazed, and finished, inspired by Mercedes-Benz’s unique design language with sculpted lines, metallic lacquers, and a luxury palette of black, silver, and gold.

Mercedes-Benz Collection Items, Mercedes-AMG F1 Merchandise and Test Drives

In addition to the culinary delight of Lavonne Café, customers and visitors can also buy attractive Mercedes-Benz Collection items and Mercedes-AMG PETRONAS X adidas merchandise at the Mercedes-Benz Studio.

Customers and visitors can also book a test drive of a Mercedes-Benz vehicle prior to visiting the store on the Mercedes-Benz India website.

ANNEXURE:

CONCEPT AMG GT XX: A Design Statement as Much as a Performance One

The Studio opens with the first display in India of the CONCEPT AMG GT XX, the pioneering technology programme unveiled globally in Affalterbach in June 2025.

Finished in sunset beam orange, the concept is a study in the brand’s design philosophy of sensual purity. Its silhouette carries a dynamic fastback, a double-bubble roof, a sharply raked windscreen, no rear windscreen at all, and six circular deep red taillights recessed into conical sidewalls for a striking sense of depth.

The CONCEPT AMG GT XX is a pioneering technology programme from Mercedes-AMG. With three axial flux motors and a high-performance battery developed from scratch, the brand from Affalterbach presents a revolutionary drive concept that enables a whole new dimension of performance.

It includes an abundance of technical solutions earmarked for use in the subsequent series-production models based on the high-performance AMG Electric Architecture (AMG.EA).
 

Key Technical Data at a Glance 
 

Mercedes-AMG PETRONAS F1 Team Range of E-Bikes: Performance on Two Wheels

Mercedes-Benz also launched the Mercedes-AMG PETRONAS F1 Team e-bikes in partnership with EMOTORAD.

The e-bikes will be available in three editions, each built for a different kind of rider.

The City Edition is a premium urban commuter with a Shimano CUES 9-speed drivetrain and two-piston hydraulic disc brakes.

The Track Edition is engineered for riders seeking a sportier and more dynamic urban ride, featuring Pirelli Angel Urban GT semi-slick tyres, sharper handling characteristics, and enhanced road-focused performance.

The Rallye Edition, the range flagship, pairs a German-built Pinion C1.9 gearbox with electric Smart.Shift and a Gates carbon belt drive with an 80mm front suspension fork and Pirelli Scorpion eMTB tyres, for touring and mixed terrain.

All three editions share a 250W rear hub motor with three selectable power modes: Comfort, Sport, and Sport Plus, with a top assistance speed of 25 km/h and a range of up to 100 km with an additional seat-tube battery.

Specially profiled tube shapes increase stiffness, enhance ride quality, and improve aerodynamics, delivering a racing-inspired bicycle chassis. A 5.5-inch full-colour display is nested into a bespoke one-piece handlebar, placing telemetry and controls at the rider’s fingertips.

Each e-bike carries a custom Mercedes design and is supplied with a charger and a Smart Bluetooth helmet, with the Track and Rallye Editions also including a range extender battery.

Front and rear fenders, a side stand, and a bottle cage are available as accessories.

Since each edition of the e-bikes operates within a 250W motor output and a 25 km/h assistance speed, the AMG e-bikes ‘require no registration, driving licence or insurance’ in India.

The AMG e-bikes are available in two sizes, Small and Medium, at identical pricing. Pre-orders are open, with deliveries commencing from mid-September 2026.

EMotorad and Mercedes-Benz India Partnership
 

EMotorad is the exclusive India partner for the EMotorad x n+ Mercedes AMG PETRONAS Official E-bike Range, assembling the e-bikes fully in India.
 

In addition to assembling the e-bikes, EMotorad will be responsible for product supply, warranty registration and distribution to Mercedes-Benz Franchise Partners, as well as warranty coordination, repairs, spare-parts management, and complete after-sales assistance, supported through EMotorad’s service network across 55 locations in India.
 

Mercedes-AMG PETRONAS F1 Team Range E-Bikes: Technical Specifications