Quick Takeaways
- India becomes Mercedes-Benz’s first market outside the US to locally assemble the ultra-luxury Maybach GLS, unlocking significant pricing and profitability advantages.
- The strategy shows Mercedes-Benz India doubling down on high-margin flagship vehicles while pairing them with electrification and charging infrastructure.
Mercedes-Benz India confirmed that it will make the country the first market outside the United States to locally assemble the Maybach GLS, marking a major milestone in its ultra-luxury strategy. The move around Mercedes-Benz India Maybach GLS local assembly reflects a clear shift toward value-driven growth in a market where top-end vehicles are expanding faster than the broader luxury segment.
Why Mercedes-Benz India Maybach GLS local assembly matters
By bringing the Maybach GLS into its local assembly program, Mercedes-Benz India is strengthening its commitment to the highest end of the luxury market. The Stuttgart-based automaker said this decision supports its global strategy of prioritising profitability and product mix over sheer sales volumes, especially in markets where ultra-luxury demand is rising.
Santosh Iyer, Managing Director and CEO of Mercedes-Benz India, said India will lead this initiative outside the US, highlighting the brand’s confidence in domestic demand for flagship models.
Lower price without cutting features
The locally assembled Maybach GLS will be priced at Rs 2.75 crore (ex-showroom), down from the earlier Rs 3.17 crore for the fully imported version. Mercedes-Benz India has underlined that the price reduction comes purely from localisation benefits, not from trimming equipment or specifications.
According to the company, the CKD version fully matches global standards and regulatory requirements, ensuring customers receive the same premium experience as before.
Ultra-luxury focus reshapes Mercedes-Benz India’s sales mix
Even as overall luxury vehicle volumes faced pressure, Mercedes-Benz India ended 2025 with sales of 19,007 units and achieved its highest-ever revenue. This performance was driven by a stronger share of high-priced vehicles, with models above Rs 1 crore now forming a substantial part of its portfolio.
Key highlights of this shift include:
This premium mix has helped cushion the impact of slower growth in entry-level luxury cars.
Electrification adds to the value proposition
Electric vehicles are becoming an increasingly important part of Mercedes-Benz India’s top-end strategy. Around 20 percent of its high-priced vehicle sales now come from EVs, supported by favourable GST treatment and lower on-road costs compared to comparable petrol or diesel models.
The Mercedes-Maybach EQS SUV, along with other premium electric offerings, is benefiting from this regulatory and cost advantage, making EVs more attractive in the ultra-luxury category.
Charging network strengthens customer confidence
To support its growing electric portfolio, Mercedes-Benz India has rolled out MB.Charge, a nationwide charging platform that connects drivers to more than 9,000 DC fast chargers. This initiative is designed to simplify public charging access and reduce range anxiety, which is critical for premium EV adoption.
By combining a strong product lineup with a wider charging ecosystem, the brand aims to deliver a seamless ownership experience for its most demanding customers.
A long-term bet on India’s ultra-luxury market
The start of Mercedes-Benz India Maybach GLS local assembly signals rising confidence in India’s ultra-luxury segment, even as the wider luxury car market grows only at a modest pace. With currency fluctuations and cautious consumer sentiment affecting lower segments, Mercedes-Benz is focusing on sustainable, profitable growth driven by its most exclusive models.
The company’s strategy is clear: build a strong, high-value business in India by offering the right products to the right customers, rather than chasing volumes at the cost of brand and profitability.
Why Mercedes-Benz India Maybach GLS local assembly matters
By bringing the Maybach GLS into its local assembly program, Mercedes-Benz India is strengthening its commitment to the highest end of the luxury market. The Stuttgart-based automaker said this decision supports its global strategy of prioritising profitability and product mix over sheer sales volumes, especially in markets where ultra-luxury demand is rising.
Santosh Iyer, Managing Director and CEO of Mercedes-Benz India, said India will lead this initiative outside the US, highlighting the brand’s confidence in domestic demand for flagship models.
Lower price without cutting features
The locally assembled Maybach GLS will be priced at Rs 2.75 crore (ex-showroom), down from the earlier Rs 3.17 crore for the fully imported version. Mercedes-Benz India has underlined that the price reduction comes purely from localisation benefits, not from trimming equipment or specifications.
According to the company, the CKD version fully matches global standards and regulatory requirements, ensuring customers receive the same premium experience as before.
Ultra-luxury focus reshapes Mercedes-Benz India’s sales mix
Even as overall luxury vehicle volumes faced pressure, Mercedes-Benz India ended 2025 with sales of 19,007 units and achieved its highest-ever revenue. This performance was driven by a stronger share of high-priced vehicles, with models above Rs 1 crore now forming a substantial part of its portfolio.
Key highlights of this shift include:
- Double-digit growth in the top-end vehicle segment
- An average selling price close to Rs 1 crore
- Maybach GLS and EQS SUV anchoring the ultra-luxury lineup
This premium mix has helped cushion the impact of slower growth in entry-level luxury cars.
Electrification adds to the value proposition
Electric vehicles are becoming an increasingly important part of Mercedes-Benz India’s top-end strategy. Around 20 percent of its high-priced vehicle sales now come from EVs, supported by favourable GST treatment and lower on-road costs compared to comparable petrol or diesel models.
The Mercedes-Maybach EQS SUV, along with other premium electric offerings, is benefiting from this regulatory and cost advantage, making EVs more attractive in the ultra-luxury category.
Charging network strengthens customer confidence
To support its growing electric portfolio, Mercedes-Benz India has rolled out MB.Charge, a nationwide charging platform that connects drivers to more than 9,000 DC fast chargers. This initiative is designed to simplify public charging access and reduce range anxiety, which is critical for premium EV adoption.
By combining a strong product lineup with a wider charging ecosystem, the brand aims to deliver a seamless ownership experience for its most demanding customers.
A long-term bet on India’s ultra-luxury market
The start of Mercedes-Benz India Maybach GLS local assembly signals rising confidence in India’s ultra-luxury segment, even as the wider luxury car market grows only at a modest pace. With currency fluctuations and cautious consumer sentiment affecting lower segments, Mercedes-Benz is focusing on sustainable, profitable growth driven by its most exclusive models.
The company’s strategy is clear: build a strong, high-value business in India by offering the right products to the right customers, rather than chasing volumes at the cost of brand and profitability.
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