Exterior of the Maybach Brand Center Seoul (Photo provided by Mercedes-Benz Korea)
SEOUL, July 15 (Korea Bizwire) — Mercedes-Benz Korea on Monday unveiled the world’s first standalone brand center dedicated exclusively to its ultra-luxury Maybach line, highlighting South Korea’s growing importance as a key market for the German automaker.
Located in Apgujeong-dong, Gangnam District, the newly opened Maybach Brand Center Seoul serves as both a showroom and service facility for the brand’s elite clientele. This marks the first time globally that Mercedes-Benz has launched a dedicated facility solely for Maybach vehicles.
“South Korea is one of the top three global markets for Maybach and ranks fifth overall for Mercedes-Benz,” said Matthias Geisen, a board member of Mercedes-Benz Group AG. “Launching the first Maybach center here is not only appropriate, but we also believe Korea can become a global role model for luxury automotive retail.”
Maybach, which began sales in South Korea in 2004, surpassed 10,000 cumulative units sold in the country last year.
HS Hyosung, an official Mercedes-Benz dealer, invested 42 billion won ($30 million) in the construction of the center, with an additional 5 billion won allocated for operations. “We expect this facility to significantly elevate our performance beyond current levels,” said No Jae-bong, CEO of HS Hyosung The Class.
First Floor of the Maybach Brand Center Seoul (Photo provided by Mercedes-Benz Korea)
The four-story standalone building, designed in collaboration with Mercedes-Benz Chief Design Officer Gorden Wagener, incorporates traditional Korean aesthetics. The rippled façade mimics the flowing silhouette of a hanbok skirt, while the dynamic roofline evokes the eaves of a hanok.
The center includes a first-floor showroom and customer lounge, a second-floor delivery area, and a third-floor “Salon Privé” consultation suite along with the “Manufaktur Studio” for vehicle customization. Visits are by appointment only and clients are assigned a dedicated sales consultant and product expert.
To commemorate the opening, Mercedes-Benz Korea unveiled The All-New Mercedes-Maybach SL for the first time in the country and launched a limited edition “Silver Lining” series under its bespoke Manufaktur program.
The exclusive Silver Lining edition—limited to 12 units—will include the S-Class, GLS, and EQS SUV models and will be available only in South Korea.
The All-New Mercedes-Maybach SL (Photo provided by Mercedes-Benz Korea)
Kevin Lee (kevinlee@koreabizwire.com)
