Walk into a usual car showroom and you already know what to expect. Cars on the floor, sales staff around and a quick look at the models. Mercedes-Benz has tried something different in Gurugram.
The company has opened its first Mercedes-Benz Studio in India at DLF One Horizon Centre. The space has cars, design items, food, merchandise and even an electric performance concept. India is now one of 14 countries to get this Mercedes-Benz Studio format.
The opening also brought two interesting things for Indian customers. The CONCEPT AMG GT XX was shown here for the first time, while the Mercedes-AMG PETRONAS F1 e-bikes were launched in India with EMotorad.
A new kind of Mercedes space
The Gurugram Studio is not just about buying a car. Visitors can look at Mercedes-Benz Collection products, check different materials and designs, have food at the Lavonne Café and explore the cars. The space also features exclusive Mercedes-AMG PETRONAS F1 merchandise created with adidas.
Customers can book test drives as well. The Studio includes:
- Mercedes-Benz cars
- Design and material library
- Mercedes-Benz Collection
- AMG PETRONAS F1 merchandise
- Lavonne Café
- Test-drive booking
- Special events and brand activities
The Studio concept is already present in cities such as Tokyo, Singapore, Munich, Copenhagen and Los Angeles.
AMG GT XX makes its India appearance
The main attraction at the opening is the CONCEPT AMG GT XX. Mercedes-AMG first showed the car globally in June 2025.
The electric concept has a very low body and a fastback shape. Its unusual rear features six round red lights, while the roof gets a double-bubble design.
Some key numbers are:
| Specification | CONCEPT AMG GT XX |
|---|---|
| Electric motors | 3 axial-flux motors |
| Power | More than 1,360hp |
| Drive | AMG Performance 4MATIC+ AWD |
| Top speed | Over 360kmph |
| Battery voltage | Over 800V |
| Charging power | Over 850kW |
| Range added | Around 400km in 5 minutes |
| Length | 5,204mm |
| Width | 1,945mm |
| Width with mirrors | 2,130mm |
| Height | 1,317mm |
| Drag coefficient | 0.198 |
The three electric motors produce more than 1,000kW. One motor sits at the front, while two are placed at the rear.
The car also uses active aerodynamic parts around the wheels. These can move to help direct cooling air towards the brakes.
A very quick charging system
Charging is one of the most interesting parts of the AMG GT XX.
Mercedes-AMG says the car can take more than 850kW of average DC charging power across a wide battery charge range. Under suitable conditions, around 400km of WLTP range can be added in roughly five minutes.
The car also uses an 800V-plus electrical system.
Its cabin has some unusual technology too. More than 700 LEDs are used in the MBUX Fluid Light Panel at the rear. The display can show different graphics and information, such as the battery charge level.
Mercedes-AMG has also tested new materials for the car. These include a leather alternative made using vegetable proteins, bio-based polymers and material from a recycled AMG GT3 tyre.
Three AMG F1 e-bikes launched
Mercedes-Benz has also brought its Mercedes-AMG PETRONAS F1 Team e-bike range to India.
There are three versions:
- City Edition: ₹4.20 lakh
- Track Edition: ₹5.70 lakh
- Rallye Edition: ₹7.60 lakh
All prices include GST.
All three use a 250W rear hub motor and offer three riding modes: Comfort, Sport and Sport Plus. The assistance speed is limited to 25kmph, and the range can reach up to 100km with the additional battery.
The three versions have different uses:
- City Edition: Daily riding
- Track Edition: Sportier road use
- Rallye Edition: Touring and mixed-terrain riding
The Rallye Edition gets an 80mm front suspension fork, a Pinion C1.9 Smart.Shift gearbox and a Gates carbon belt drive.
A 5.5-inch colour display is fitted into the handlebar. Buyers also get a charger and a Smart Bluetooth helmet.
Pre-orders have started, and deliveries are scheduled to begin from mid-September 2026.
Food gets a Mercedes touch
The Gurugram Studio also has a dedicated Lavonne Café. The partnership has created 16 special food items, including eight petit gâteaux and eight viennoiserie and baked products.
The presentation takes inspiration from Mercedes-Benz design, with sculpted shapes and black, silver and gold details.
This gives visitors another reason to spend time at the Studio, even if they are not there to look at a car.
Mercedes-Benz plans more Studios
Mercedes-Benz sees the Studio format as a way to bring its brand experience into busy city locations. The company plans to take the concept to more Indian cities gradually.
For now, the Gurugram location gives Indian customers a different place to see Mercedes products, explore the lifestyle range and get a first look at some of the brand’s latest technology.