Mercedes-Benz has opened a new Mercedes-Benz Studio in Los Angeles, adding a flagship location to its growing global Studios network. The site is the first in the United States to house a MANUFAKTUR Made to Measure Hub, the brand’s personalisation programme. The company calls the opening an important milestone for its retail and brand-experience strategy.
Mercedes-Benz has opened a new Mercedes-Benz Studio in Los Angeles, a space the company describes as a milestone in its wider Mercedes-Benz Studios network. The grand opening was announced from Los Angeles and Stuttgart, and it brings the brand’s global studio concept to the United States.
A brand space rather than a traditional showroom
Mercedes-Benz Studios are conceived as experience-led locations where the public can engage with the brand, rather than conventional dealer showrooms focused purely on sales. According to the manufacturer, the Los Angeles opening extends this concept internationally and gives the network a flagship presence in a major U.S. market.
The company has not, in this announcement, detailed the specific vehicles on display, the size of the site or its opening hours.
MANUFAKTUR Made to Measure Hub
The headline feature of the new location is a MANUFAKTUR Made to Measure Hub. MANUFAKTUR is Mercedes-Benz’s individualisation programme, offering customers bespoke paint finishes, materials and trim options on selected models. Locating a dedicated hub in Los Angeles allows U.S. buyers to configure and experience these personalisation choices in person.
What it means
Placing a global-concept studio and a personalisation hub in Los Angeles signals where Mercedes-Benz sees demand for high-end customisation and brand engagement. The city is a significant market for premium and luxury cars, and a physical space dedicated to made-to-measure options fits a broader industry move toward experience-driven retail alongside online sales.
Mercedes-Benz has framed the opening as part of the continued build-out of its Studios network. Further details on the location and its offering are available through the brand’s media channel.
Source: mailing.mercedes-benz.com