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Time of India
17-06-2025
- Automotive
- Time of India
'75% G-Wagons sold in India are personalised': Santosh Iyer explains Mercedes' 'hyper-custom' strategy
Mercedes' R&D head Manu Saale and India head Santosh Iyer with the G63 Collector's Edition. Based on an interaction with Arpit Mahendra. Mercedes-Benz India is focusing on hyper-personalisation as part of its strategy, as seen in the recently launched AMG G63 Collector's Edition. We spoke with Santosh Iyer, Managing Director & CEO of Mercedes-Benz India, and Manu Saale, Managing Director & CEO of Mercedes-Benz Research and Development India (MBRDI), about how customer preferences are changing, the engineering work that goes into these special editions, and how the brand is growing in the electric vehicle space in India. Hyper-Personalisation is more than just a buzzword Mercedes-Benz is betting big on personalisation, both in the physical and digital departments. 'The G63 AMG is the largest selling engine in our portfolio, and 75% of the Gs we sell in India are personalized,' said Santosh Iyer. Taking this a step further, the G63 Grand Edition allows customers to engrave their names (or even those of family members) on the car's grab handle. This is the first time the company has offered such customisation in India. But the idea of hyper-personalisation doesn't end with physical modifications. As Manu Saale explained, 'The word hyper-personalisation also has a digital spin… all the Mercedes cars, with the MB OS architecture, allow you to personalise so many things in the car, just like a consumer electronic device would - except it's done the Mercedes way.' by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Giao dịch CFD với công nghệ và tốc độ tốt hơn IC Markets Đăng ký Undo India-specific design, engineering behind collector's edition The G63 Collector's Edition offers a host of India-specific customized upgrades over the model, including two new colour options. Speaking on how the specific changes were planned and executed, Saale explained 'The brief to the engineering teams was: within a given timeframe, what inspiration can we draw from around us?' 'One of the first ideas was the onset of the monsoon season. The Manufacturer Green and Manufacturer Red colours were inspired by the lush greenery and the colour of Indian soil.' Behind the execution lies Indian R&D. 'The engineering was done out of Pune and Mangalore,' Saale noted, pointing out the collaborative effort of their design and R&D teams in India. On the capability front, Saale spoke about a key update: 'For the first time, we have introduced launch control in the G63 AMG with this edition. It's an addition to the collector's edition, and going forward we may bring more such performance features in future editions.' Demand for customisation highest in G-Class, Maybach models While the brand's ultra-luxury customers continue to demand unique customer-specific touches, some models lead the way. 'The G63 AMG sees the highest level of customisation: over 75% of them are personalised. The S-Class Maybach is around 50%, followed by the GLS Maybach,' said Iyer. However, this level of customisation is largely limited to fully imported (CBU) models like the G-Class and Maybach range. 'For the rest of the lineup, these cars are built to stock. At the top end, customers are willing to pay and wait six to nine months. But as you go lower down the pyramid, customers want quick delivery, and so there is less scope for customisation,' Iyer explained. Mercedes-Benz G 580 Review: Is Electric G-Wagen still iconic? | TOI Auto While the G63 Collector's Edition is a visual and aesthetic upgrade, both Iyer and Saale made it clear that the future could include more technical upgrades. 'MBRDI today is the largest R&D centre for Mercedes outside of Germany,' said Saale. 'There's a bit of India in every Mercedes. It's just up to our imagination what we can do.' With just 30 units planned for India, the Grand Edition isn't for everyone. 'It's not exactly invite-only,' Iyer clarified, 'but customers must own another top-end Mercedes. It's on a first-come, first-served basis, and delivery begins later this year. Once a customer books, we initiate consultations for engraving, font selections, and other customisation details.' G-Class EV reception strong, EV sales soaring Speaking on electrification, Iyer said the company's EV push is seeing strong traction in India. 'The luxury EV segment grew 66% (Jan–May, YoY), and we grew 73%. EV penetration in the luxury segment has gone up from 7% to 11%,' he revealed. While the EQS and EQS SUV are current volume drivers, Iyer also highlighted the success of the G-Class EV. 'India is one of the best-performing markets for it globally,' he said, adding that strong incentives and better price parity between ICE and EVs are helping push sales.
The Hindu
12-06-2025
- Automotive
- The Hindu
Mercedes-Benz unveils AMG G 63 ‘Collector's Edition' priced at ₹4.3 crore
Mercedes-Benz has introduced the first-ever India-inspired Mercedes-AMG G 63 'Collector's Edition' of the luxury off-roader at an ex-showroom price of ₹4.3 crore. Only 30 units for AMG G 63 'Collector's Edition' will be available for customers. Deliveries are scheduled from the last quarter of 2025. 'This vehicle underscores the prowess of local innovation and value add addition by the teams at Mercedes-Benz India and Mercedes-Benz Research and Development India (MBRDI),' said Santosh Iyer, Managing Director and CEO, Mercedes-Benz India. 'This special vehicle not only celebrates the success and the culture-shaping effect of the AMG G 63 in India but also complements the spirit of collaboration and co-creation with our talent at MBRDI,' he said. 'We will continue to offer such rare vehicles listening to our customers' wishes and desires , as our top-end luxury products set new industry trends remaining the most desirable vehicles in the market' he added. 'We are proud to have played a key role in shaping this India-inspired Collector' s Edition of the AMG G 63. With this edition, we aimed to go beyond performance and create a vehicle that resonates with India' s unique identity,' said Manu Saale, Managing Director and CEO, MBRDI. 'Collaborating with Mercedes-Benz India, this is a strong testament of our capabilities in developing market-specific configurations that reflect customer-centricity and regional relevance. We remain committed to introducing more market-relevant solutions with both design and technology inputs,' he added.
Time of India
12-06-2025
- Automotive
- Time of India
Mercedes-Benz India redefines luxury with hyper-personalisation & India-specific innovations
Mercedes-Benz India is betting on hyper-personalisation and electrification, with a focus on Indian technology, to enhance its appeal and drive growth in the country's burgeoning luxury car market , the company's top official said. The Germany-based luxury carmaker is offering a hyper-personalisation programme--the Manufacturer Program , including ' Manufaktur '--which allows buyers to customise their vehicles as per their preferences. 'Under this programme, 75 per cent of the customers who buy a car personalise it through the Manufacturer Program, for which they are willing to pay between ₹60 lakh to ₹1.5 crore,' Santosh Iyer , Managing Director and CEO, Mercedes-Benz India, told ETAuto . India's growing affluent customer base is giving rise to the trend of bespoke luxury vehicles. Beyond physical personalisation, digital features such as 'Routines'—an AI-driven car element based on customer habits—are reinforcing this shift. Following the same philosophy, the luxury carmaker today launched the Mercedes-AMG G 63 'Collector's Edition' at ₹4.3 crore. Only 30 units of the limited edition will be available exclusively to existing customers. Staying ahead with Indian technology This launch also marks the first Mercedes-Benz Research and Development India's (MBRDI)contribution to the Mercedes Benz limited edition model, underscoring the company's growing focus on local product development. MBRDI, headquartered in Bengaluru, is at the forefront of integrating advanced technologies such as AI and Gen AI in car manufacturing--from chip-to-cloud operating systems to customer-facing features. 'From the technical involvement across all aspects of engineering, we believe there's hardly any area of research untouched by Indian engineers today,' said Manu Saale, MD and CEO, MBRDI. With its growing engineering capabilities, India is playing a critical role in global automotive innovation that is expected to impact next-generation vehicles worldwide. Aligning with EVs With thegrowing adoption of electric vehicles in the country, the carmaker has kept pace with the trend. Mercedes-Benz India has reported a 73 per cent growth in luxury EV sales from January to May, outpacing the overall industry growth, said Iyer. This EV momentum is driven by top-end models such as the EQS SUV, EQE, and EQS Maybach. Currently, the company does not compete in the entry-level EV segment. 'The brand aims to maintain the DNA of performance (AMG) while offering the benefits of electrification (EQ), showcasing features like the 'G-Turn' in the electric G-Class,' the management added. On the growth front, the German manufacturer expects to report flat to single-digit growth in 2025, in line with earlier projections. This outlook is influenced by factors such as exchange rates, geopolitical concerns, and more.
India Today
27-05-2025
- Automotive
- India Today
Mercedes-AMG G63 India-inspired Collectors' edition to launch on June 12
The Mercedes-AMG G 63 will be available in a new India-inspired collectors edition, the launch of which is slated for June 12. This version of the SUV intends to celebrate the 'cult status' that it has gained in the country. Read along to know the details of the first India-specific G says that India's love for the G-Class has been well-storied, and the 'Collector's Edition' is a tribute to the rich Indian tapestry and landscape. It is configured and presented by both Mercedes-Benz India and Mercedes-Benz Research and Development India. The AMG 63 Collectors' edition is likely to get special exterior and interior trims. advertisementWhile the firm has not revealed any details yet, we expect the model to get customised upholstery options in the cabin paired with special exterior trims, which might be themed after Indian culture. The SUV will not get any changes on the mechanical front as we expect it to be powered by the same 4.0-litre, twin-turbo V8 engine with 48V mild-hybrid tech found in the standard G 63. This mill churns out 585bhp and 850Nm, while the mild-hybrid system gives an additional boost of 22bhp. Paired to this engine is a 9-speed DCT automatic gearbox with paddle shifters and the 4Matic system that delivers power to all four wheels. Santosh Iyer, MD & CEO, Mercedes-Benz India and Manu Saale, MD & CEO, MBRDI will announce the launch of the AMG G 63 'Collector's Edition' on 12 June 2025 through a virtual press to Auto Today Magazine
