Gurugram Gets India’s First Mercedes-Benz Studio

Mercedes-Benz is giving the traditional luxury car showroom a rethink with the opening of its first Mercedes-Benz Studio in India, located at DLF One Horizon Center in Gurugram. The new space is part showroom, part lifestyle destination and part community hub; designed around the idea of immersing yourself in the Mercedes-Benz universe. India’s Studio joins a select global network of just 14 cities, making its arrival in Delhi-NCR a notable addition to the brand’s evolving retail experience.

So, what exactly is a Mercedes-Benz Studio? Think “Welcome Home”, but with a three-pointed star. The space brings together automotive design, culture, food and community under one roof, creating an environment where visitors can explore the brand at a more leisurely pace. The Gurugram opening also came with some serious eye candy – the CONCEPT AMG GT XX made its India debut at the Studio, alongside Mercedes-AMG PETRONAS Formula One Team e-bikes developed with EMotorad.

The idea reflects a larger shift in luxury retail, where the experience is becoming just as important as the product itself. Mercedes-Benz India CEO and Managing Director Santosh Iyer described the Studio as a space where customers can engage with the brand without rushing, while also enjoying food and spending time with the cars.

The timing feels perfect. Mercedes-Benz is having a particularly strong run in India in 2026. The German luxury carmaker recorded its best-ever first half, retailing 9,768 cars between January and June, up 9% year-on-year from 9,013 units in H1 2025. The momentum was even stronger in Q2, with 4,637 units sold, a record quarter and a 10% increase over the same period last year. The growth is being fueled not just by its core luxury portfolio but also by its expanding top-end and electric line-up: top-end luxury sales grew 20%, while AMG sales jumped 50% in the first half. EVs also accounted for 14% of sales, helped by demand for models such as the CLA Electric. With the company saying it expects 2026 to be its best-ever year in India, the new Gurugram Studio arrives at a rather opportune moment.