Click to enlarge.
Mercedes-Benz (MBG.DE, MBGAF OTC U.S.) opened a new Mercedes-Benz Studio in Beverly Hills Los Angeles today.* The latest addition in the Mercedes-Benz Studios network now totals to 18 brand spaces in cities across four continents, “combining emotional brand storytelling with cultural relevance while creating new ways for people to engage with the brand.”**
“As one of the world’s most valuable brands, Mercedes-Benz has always stood for combining engineering excellence with emotional experiences that bring our ‘Welcome home’ promise to life. That is why we are introducing Mercedes-Benz Studios, bringing our brand into the heart of the world’s most iconic cities. Los Angeles is an important part of this global network, creating new ways for people to experience Mercedes-Benz in everyday life and making our brand feel even more accessible, personal, and welcoming,” claimed Mathias Geisen, Member of the Board of Management of Mercedes-Benz Group AG Sales & Customer Experience.
For the first time in the United States, the brand introduces a dedicated MANUFAKTUR Made to Measure Hub, strengthening its presence in the program’s “most important market for individualization and offering personalized one-to-one appointments for top-end customers seeking custom vehicles.” [The U.S. saw 40% of MANUFAKTUR sales in 2025 – AutoCrat.]
Click to enlarge.
New MANUFAKTUR Made to Measure for SL and GT
Mercedes-Benz also announced the expansion of its MANUFAKTUR Made to Measure portfolio in July to include additional top-end models, starting with the Mercedes-AMG SL and Mercedes-AMG GT Two-Door Coupe. Customers will have access to hundreds of exterior paint finishes, in a one-to-one consultation with a MANUFAKTUR Made to Measure product expert.
MANUFAKTUR and Mercedes‑Maybach
Where available, almost every Mercedes‑Maybach customer selects an average of three MANUFAKTUR options for the brand’s most exclusive vehicles and its personalization program. The extended MANUFAKTUR portfolio is available for the new Mercedes-Maybach GLS from launch, including exclusive leather interior packages with full leather appointments extending to the roof liner.
Crafted in Sindelfingen, the roof liner is the largest MANUFAKTUR component and is completed entirely by a single craftsperson using up to 20 precisely cut leather sections. It is currently one of the most requested features among Mercedes-Maybach customers, underscoring the importance of craftsmanship and attention to detail in this highly specialized segment.
Mercedes-Maybach GLS World Premiere at Studio Los Angeles
Debuting at Mercedes-Benz Studio Los Angeles, the new flagship SUV underscores the Studio’s role as a platform for exclusive brand moments and highly personalized experiences. “Its distinctive character blends expressive design, state-of-the-art digital intelligence and extensive personalization options,” Mercedes said.
“Mercedes-Benz Studio Los Angeles is designed to further complement the strength of our incredible retail network by adding an impactful brand experience touchpoint in one of the world’s most influential luxury markets. As a city that shapes global trends across design, culture and entertainment and attracts visitors from around the world, Los Angeles provides the perfect environment to engage existing and new customers, strategically placing the brand in the heart of the renowned Beverly Hills shopping district and enabling robust storytelling and personalization opportunities for customers outside of a more traditionally sales focused dealership setting,” said Adam Chamberlain, President and CEO of Mercedes-Benz USA.
*AutoInformed on
**“With Los Angeles joining locations including Munich, Budapest, Bucharest, Copenhagen, Delhi, Prague, Seoul, Singapore, Stockholm, Tokyo, Toronto and Warsaw, the rollout continues to gain momentum across key international cities. As physical brand spaces, they all combine customer proximity, cultural relevance and immersive brand experience within a single platform. Each Studio is tailored to the unique character of the region following a clearly defined global framework. While many Studios are created as unique, limited-time experiences, selected locations may establish a more permanent presence. Across the network, Mercedes-Benz Studios translate the “Welcome home” brand promise into inviting experiences embedded in customers’ everyday environments. Through carefully curated programming and displays, cultural collaborations and personalized interactions, the concept strengthens brand perception and builds lasting relationships with customers and brand enthusiasts,” Mercedes said.
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Annals of Marketing – Mercedes-Benz Studio Los Angeles
Click to enlarge.
Mercedes-Benz (MBG.DE, MBGAF OTC U.S.) opened a new Mercedes-Benz Studio in Beverly Hills Los Angeles today.* The latest addition in the Mercedes-Benz Studios network now totals to 18 brand spaces in cities across four continents, “combining emotional brand storytelling with cultural relevance while creating new ways for people to engage with the brand.”**
“As one of the world’s most valuable brands, Mercedes-Benz has always stood for combining engineering excellence with emotional experiences that bring our ‘Welcome home’ promise to life. That is why we are introducing Mercedes-Benz Studios, bringing our brand into the heart of the world’s most iconic cities. Los Angeles is an important part of this global network, creating new ways for people to experience Mercedes-Benz in everyday life and making our brand feel even more accessible, personal, and welcoming,” claimed Mathias Geisen, Member of the Board of Management of Mercedes-Benz Group AG Sales & Customer Experience.
For the first time in the United States, the brand introduces a dedicated MANUFAKTUR Made to Measure Hub, strengthening its presence in the program’s “most important market for individualization and offering personalized one-to-one appointments for top-end customers seeking custom vehicles.” [The U.S. saw 40% of MANUFAKTUR sales in 2025 – AutoCrat.]
Click to enlarge.
New MANUFAKTUR Made to Measure for SL and GT
Mercedes-Benz also announced the expansion of its MANUFAKTUR Made to Measure portfolio in July to include additional top-end models, starting with the Mercedes-AMG SL and Mercedes-AMG GT Two-Door Coupe. Customers will have access to hundreds of exterior paint finishes, in a one-to-one consultation with a MANUFAKTUR Made to Measure product expert.
MANUFAKTUR and Mercedes‑Maybach
Where available, almost every Mercedes‑Maybach customer selects an average of three MANUFAKTUR options for the brand’s most exclusive vehicles and its personalization program. The extended MANUFAKTUR portfolio is available for the new Mercedes-Maybach GLS from launch, including exclusive leather interior packages with full leather appointments extending to the roof liner.
Crafted in Sindelfingen, the roof liner is the largest MANUFAKTUR component and is completed entirely by a single craftsperson using up to 20 precisely cut leather sections. It is currently one of the most requested features among Mercedes-Maybach customers, underscoring the importance of craftsmanship and attention to detail in this highly specialized segment.
Mercedes-Maybach GLS World Premiere at Studio Los Angeles
Debuting at Mercedes-Benz Studio Los Angeles, the new flagship SUV underscores the Studio’s role as a platform for exclusive brand moments and highly personalized experiences. “Its distinctive character blends expressive design, state-of-the-art digital intelligence and extensive personalization options,” Mercedes said.
“Mercedes-Benz Studio Los Angeles is designed to further complement the strength of our incredible retail network by adding an impactful brand experience touchpoint in one of the world’s most influential luxury markets. As a city that shapes global trends across design, culture and entertainment and attracts visitors from around the world, Los Angeles provides the perfect environment to engage existing and new customers, strategically placing the brand in the heart of the renowned Beverly Hills shopping district and enabling robust storytelling and personalization opportunities for customers outside of a more traditionally sales focused dealership setting,” said Adam Chamberlain, President and CEO of Mercedes-Benz USA.
*AutoInformed on
**“With Los Angeles joining locations including Munich, Budapest, Bucharest, Copenhagen, Delhi, Prague, Seoul, Singapore, Stockholm, Tokyo, Toronto and Warsaw, the rollout continues to gain momentum across key international cities. As physical brand spaces, they all combine customer proximity, cultural relevance and immersive brand experience within a single platform. Each Studio is tailored to the unique character of the region following a clearly defined global framework. While many Studios are created as unique, limited-time experiences, selected locations may establish a more permanent presence. Across the network, Mercedes-Benz Studios translate the “Welcome home” brand promise into inviting experiences embedded in customers’ everyday environments. Through carefully curated programming and displays, cultural collaborations and personalized interactions, the concept strengthens brand perception and builds lasting relationships with customers and brand enthusiasts,” Mercedes said.
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.