Last week, Mercedes-Benz Maybach opened its so-called “Atelier” in Shanghai, China.
This is the latest in a series of stores by the Maybach brand, but unlike the existing stores, focus on fashion and in some cases saddles for riding, Atelier, a French word means “an artist’s studio”, which makes it possible to buy a vehicle Maybach. An expert is on hand to guide customers through the ordering and personalization processes.
A Maybach vehicle is also present in the Atelier, although customers can also get a feel for all that Maybach has to offer through digital settings, including configurations with 3D and tactile elements, home car manufacturer said.
Mercedes-Benz Maybach Atelier in Shanghai
For customers on a budget, the store will allow buyers to add options from Mercedes’ Manufaktur personalization department. The Maybach currently at the Atelier is a special edition built by Manufaktur, 2023 Maybach S680 by Virgil Abloh.
Maybach said it plans to add more locations for the Atelier concept by 2030, though the automaker hasn’t said where.
The launch of the Atelier is part of Mercedes’ strategy to develop the Maybach range in the coming years, while adding more personalization options and special edition models. Two more Maybachs are in production, based on SL . sports car and EQS SUV SUV large electric SUV.