Mercedes-Benz India has established a dedicated “Specialist Team” to accelerate its “Retail of the Future” model and increase the output of its ‘MB Atelier’ customisation programme. This move is part of a larger strategy to solidify Mercedes’ direct-to-customer sales format, which eliminates dealership mark-ups and standardises pricing nationwide.
MB Atelier Programme
The newly formed team will focus exclusively on the MB Atelier programme. Under this program, customers can order unique configurations, including special paint shades, interior trims, and optional extras, which are usually not part of standard inventory. Mercedes-Benz India says this model allows access to a wider global inventory, and enables customisation options that were previously unavailable through conventional stock.
Rolling Out Across Tier-1 Cities
This team will initially operate across 10 Tier-1 cities, including Delhi, Mumbai, Chennai, Bengaluru, and Hyderabad. These markets account for most of the company’s high-end car sales, for models like the S-Class, Maybach, and AMG range. The MB Atelier strategy will complement existing inventory by offering tailored configurations with longer delivery timelines. Rising demand for high-end personalisation in models like the GLS Maybach, G-Class, and AMG GT 63 S E Performance encouraged this. These vehicles have seen a growing trend of buyers opting for features such as two-tone paint, individual seat packages, and performance upgrades.
All Atelier orders will be imported as Completely Built Units (CBUs). While this limits local assembly’s involvement, it allows access to international trim and spec packages not available in locally produced models. Mercedes has clarified that the Specialist Team is focused purely on facilitating these imports and managing customer expectations rather than expanding local manufacturing or CKD operations.
Conclusion
Mercedes-Benz is addressing the gap between options and customization available to global customers versus those available to customers purchasing the same vehicles in India. This is a step in the right direction to reduce the gap in service quality between Indian & global customers.
