2027 Mercedes-Maybach GLS revealed
Mercedes-Maybach CEO Markus Bauer talked about the 2027 Mercedes-Maybach GLS, an ultra-luxury SUV.
Mercedes-Benz has opened its first studio in the U.S., a luxury brand space designed for people who want to experience everything the automaker has to offer without stepping into a traditional dealership. The studio also features the first Manufaktur Made to Measure hub in the U.S., where customers can customize their vehicles by selecting materials, colors and trim.
The Mercedes-Benz Studio is a physical space where visitors can explore the brand through vehicle exhibits, events, community partnerships and personalized experiences. Each location follows the same general concept but is tailored to the host city. Some are temporary, while others remain open for long periods of time.
Mercedes-Benz Studio Los Angeles is located in Beverly Hills, just off the glitzy Rodeo Drive. The open, airy space we toured during the grand opening combines modern luxury with coastal-inspired decor, including trees, plants, and plenty of natural light.
The studio is a place where you can display your vehicle, but we also offer other ways to experience Mercedes-Benz outside of the dealership, such as exhibiting merchandise and music. Think of it as a brand-centric lifestyle destination.
Mercedes currently operates studios in 18 cities around the world, including Munich, Copenhagen and Tokyo, but this is the first time the concept has opened in the United States.
In addition to hosting events, the studio also houses the brand’s first U.S. Manufactured to Measure hub. Rather than relying solely on a digital configurator, customers can physically compare the paint finishes, leather and trim on their vehicles through private one-on-one appointments.
During our tour, we heard that customers first purchase their cars through a dealership, then visit the Made to Measure hub to make final material and color choices. Here you can choose orange seats with yellow stitching or create an all-purple interior. Don’t worry, Mercedes employees won’t judge. Those who can’t travel to Southern California can also inspect the materials in person at retail stores. At your dealership, you can receive a sample kit representing some of the color and trim options available.
The US is a particularly strong market for vehicle personalization. Mercedes-Maybach boss Markus Bauer said customers who are paying a hefty premium for highly personalized cars want the chance to see and feel the materials before making a final decision.
“You need to see it, you need to feel it, you need to visualize it,” Bauer said. “Customers are willing to invest and pay because they feel they can create something unique.”
He added that Manufaktur offers more than 150 color options and an even wider selection of interior colors.
Mercedes-Benz Studio Los Angeles is scheduled to remain open until at least February 2027, but the period of operation may be extended depending on visitor interest.
