Gurugram: Mercedes-Benz India has opened the country’s first Mercedes-Benz Studio at DLF One Horizon Centre in Gurugram, bringing its new inner-city brand experience format to India while also giving the Concept AMG GT XX its first Indian showing and launching the Mercedes-AMG Petronas F1 Team range of e-bikes.
India is one of 14 markets globally where Mercedes-Benz is introducing the Studio concept, which combines vehicle displays, customer engagement, retail functions, food, merchandise and cultural experiences in an urban setting rather than a conventional dealership environment.
The Gurugram Studio includes an exclusive Lavonne Café, Mercedes-Benz Collection products, Mercedes-AMG Petronas X adidas merchandise, a design and materials library and the option for visitors to arrange test drives of Mercedes-Benz vehicles.
Mercedes-Benz said the format is intended to create a more informal environment where existing and prospective customers can interact with the brand without necessarily beginning their visit with a sales conversation — luxury retail’s version, perhaps, of removing the stopwatch.
“Customer engagement with luxury has been evolving, as they desire specially curated spaces to enjoy spending time; experience the latest products, connect with the brand and immerse in an unmistakably familiar ‘Welcome Home’ feeling synonymous with Mercedes-Benz. Mercedes-Benz Studio presents this unhurried discovery, spending quality time, experiencing elevated culinary delight, making visitors feel welcome and interacting in novel, experimental ways. We are equally excited to showcase our alluring cars in the heart of the city, where customers can experience them in a relaxed and inspiring setting. We are confident ‘Mercedes-Benz Studio’ will create an immersive brand experience for customers, as we plan to expand this concept to other metropolises gradually,” said Santosh Iyer, Managing Director & CEO, Mercedes-Benz India.
Part of a wider global Mercedes-Benz initiative
Mercedes-Benz is establishing Studio locations across four continents and in more than 14 major cities, including Copenhagen, Los Angeles, Tokyo, Singapore, Warsaw, Munich and Bucharest.
The first Mercedes-Benz Studio opened in Copenhagen. While each location is designed to reflect the character of its host city, Mercedes-Benz is following a common global framework for the concept.
The Studios form part of the company’s wider “Welcome home.” brand narrative and coincide with Mercedes-Benz marking “140 Years of Innovation” in 2026, commemorating 140 years since Carl Benz’s original patent.
According to the company, the Studio format is intended to combine customer acquisition, brand engagement and sales functionality while placing Mercedes-Benz in prominent city-centre locations.
The Gurugram opening is also designed to broaden the company’s reach beyond traditional vehicle buyers by attracting enthusiasts, families and first-time visitors who may simply want to explore the space.
Concept AMG GT XX makes India debut
Providing considerably more horsepower than the café equipment, the biggest automotive attraction at the Gurugram Studio is the Concept AMG GT XX, shown in India for the first time.
Mercedes-AMG unveiled the technology programme globally in Affalterbach in June 2025. The concept previews technologies intended for future production vehicles based on the company’s AMG Electric Architecture, or AMG.EA.
Finished in sunset beam orange, the GT XX features a fastback profile, double-bubble roof, steeply raked windscreen and six circular deep-red rear lights. It does not have a conventional rear windscreen.
More significant, however, is what sits beneath the bodywork.
The electric concept uses three axial flux motors generating a combined output of more than 1,000 kW, or 1,360 hp. One motor is mounted in the front High-Performance Electric Drive Unit, while two are positioned at the rear.
Each motor assembly uses its own silicon-carbide DC/AC inverter.
Mercedes-AMG says the GT XX is capable of a top speed exceeding 360 km/h and has a drag coefficient of 0.198.
The company also claims an average DC charging power of more than 850 kW, allowing approximately 400 km of WLTP range to be added in around five minutes under the intended high-power charging conditions.
Its axial-flux motor production process involves around 100 manufacturing processes, of which Mercedes-Benz says 65 are new to the company and 35 are world firsts.
Active aerodynamic wheels and illuminated bodywork
Several of the GT XX’s technologies are considerably removed from conventional production-car engineering.
Its wheels incorporate patented active aerodynamic elements. Each wheel hub contains its own generator, actuator and battery, allowing five aeroblades to open and direct cooling air through the wheel towards the brakes when required.
The concept also uses MBUX Fluid Light Paint, an electroluminescent system that illuminates areas of the body by passing a small current through electrically conductive paint layers.
At the rear, the MBUX Fluid Light Panel contains more than 700 programmable LEDs capable of displaying text, animations, an AMG logo and information such as the vehicle’s state of charge.
External speakers used to generate driving sounds and provide pedestrian alerts have also been incorporated into the headlamp housings, a packaging approach Mercedes-AMG says saves both space and weight.
New biotechnology-based interior materials
The GT XX is also being used to demonstrate alternative interior materials.
Mercedes-AMG has used Labfiber Biotech Leather Alternative, a material made using vegetable proteins, bio-based polymers and material from a recycled AMG GT3 racing tyre.
According to Mercedes-Benz, the material has the look and feel of leather while being twice as strong and offering low thermal conductivity.
The concept’s orange interior door handles use Labfiber Biotech Silk Alternative, a material designed to replicate spider silk. Mercedes-Benz says the fibre is produced from silk proteins harvested from genetically modified bacteria and is lighter and stronger than conventional nylon or polyester while being biodegradable.
The technologies remain part of a concept programme, although Mercedes-AMG says a number of the solutions are intended for future series-production vehicles using the AMG.EA platform.
Mercedes-AMG Petronas F1 e-bikes launched in India
Alongside the electric performance concept, Mercedes-Benz India has also entered a rather slower — though substantially more accessible — form of electrified mobility.
The company launched the Mercedes-AMG Petronas F1 Team range of e-bikes in partnership with EMotorad, with three versions available: City Edition, Track Edition and Rallye Edition.
Prices start at ₹4.20 lakh for the City Edition, rising to ₹5.70 lakh for the Track Edition and ₹7.60 lakh for the Rallye Edition. The prices are MRP and include GST.
Pre-orders have opened, with deliveries scheduled to begin from mid-September 2026.
“The Studio opens with a distinct AMG flavour for enthusiasts. The Concept AMG GT XX showcases Mercedes-AMG redefining standards of performance with groundbreaking technologies and innovations, underlining an entirely new dimension of a sustained electric future for customers. The launch of AMG F1 Petronas e-bikes in India is a natural extension of the AMG brand. These world-class F1 e-Bikes will enable more AMG enthusiasts to connect with the brand’s unique DNA of performance, design and craftsmanship,” Iyer said.
Three versions for different types of riding
The City Edition is aimed primarily at urban commuting and uses a Shimano CUES nine-speed drivetrain with two-piston hydraulic disc brakes.
The Track Edition receives Pirelli Angel Urban GT semi-slick tyres and is intended to offer sharper handling and a more road-focused riding setup.
At the top of the range, the Rallye Edition combines a German-built Pinion C1.9 gearbox with electric Smart.Shift, a Gates carbon belt drive, an 80 mm front suspension fork and Pirelli Scorpion eMTB tyres for touring and mixed-terrain use.
All three models use a 250W rear hub motor offering Comfort, Sport and Sport Plus assistance modes.
Maximum electrical assistance is limited to 25 km/h, while Mercedes-Benz claims a range of up to 100 km when using an additional seat-tube battery.
A 5.5-inch full-colour display is integrated into a custom one-piece handlebar, while the bicycles use a 6061 aluminium alloy frame and forks, Tektro hydraulic disc brakes and Pirelli tyres.
Each e-bike is supplied with a charger and a Smart Bluetooth helmet. The Track and Rallye Editions additionally include a range-extender battery.
Mercedes-Benz says that because the bicycles operate with a 250W motor and assistance limited to 25 km/h, they “require no registration, driving licence or insurance” in India.
The e-bikes are available in Small and Medium frame sizes, with no difference in price between the two.
EMotorad to assemble e-bikes in India
EMotorad is the exclusive Indian partner for the EMotorad x n+ Mercedes AMG Petronas Official E-bike Range and will assemble the bicycles in India.
The company will also handle product supply, warranty registration and distribution to Mercedes-Benz franchise partners.
After-sales support, including repairs, spare-parts management and warranty coordination, will be provided through EMotorad’s service network across 55 locations in India.
Lavonne Café brings pâtisserie into the showroom equation
A central feature of the Gurugram Studio is Mercedes-Benz India’s collaboration with Lavonne Café and Lavonne Academy of Baking Science.
The café will offer 16 exclusive creations, comprising eight petit gâteaux and eight viennoiserie and baked items.
Mercedes-Benz says their presentation will draw inspiration from the brand’s design language, using sculpted forms, metallic finishes and a colour palette centred on black, silver and gold.
It is an unusual extension of automotive design into pâtisserie, but it fits the wider purpose of the Studio: keeping visitors inside a Mercedes-Benz environment even when the subject at hand is more croissant than crankshaft.
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 ahead of a visit.
Luxury brands rethink the conventional showroom
The opening illustrates how luxury carmakers are increasingly looking beyond traditional dealership formats to build relationships with customers in high-footfall urban locations.
For Mercedes-Benz, the Gurugram Studio is therefore less about replacing its existing retail network and more about adding another point of contact — one that combines cars, design, merchandise, technology and hospitality within the same space.
With further Mercedes-Benz Studios planned for other Indian metropolitan cities, the Gurugram location will serve as an early test of whether customers want their next encounter with a luxury car brand to begin behind a steering wheel, over a cup of coffee, or perhaps somewhere conveniently between the two.
