The South Korea Mercedes-Maybach Brand Center has officially opened in Seoul, marking a global first for the German luxury automaker. This exclusive space highlights the importance of South Korea as a key market for Mercedes-Benz’s high-end brand.
Mercedes-Benz board member Mathias Geisen emphasized the brand’s vision during the opening ceremony. He said, “With the first Maybach Brand Center, we redefine customer experience at the highest level. Korea’s appreciation for modern luxury inspired us to create a place where exclusivity, craftsmanship, and personal connection meet uniquely.”
Located in Apgujeong, Gangnam-gu, the five-story, 2,795-square-meter building reflects South Korea’s cultural heritage. Its pleated surfaces and curved roofline draw inspiration from traditional Hanbok clothing and Hanok housing. Inside, a cathedral-like high ceiling creates an atmosphere of grandeur on the first floor.
In addition, the South Korea Mercedes-Maybach Brand Center operates on a reservation-only basis. Customers are greeted by dedicated consultants and product experts. Exclusive services include professional valet parking, signature food and beverages, and personalized programs tailored to each Maybach owner.
Nevertheless, to celebrate its launch, Mercedes-Benz unveiled three Korea-only limited edition Silver Lining models: 10 units of the S-Class, a GLS, and an EQS SUV. The all-new Mercedes-Maybach SL, an ultra-luxurious two-seater convertible, also made its Korean debut at the center.
Mercedes-Benz Korea CEO Mathias Vaitl highlighted Maybach’s strong presence in the country. He shared, “Since 2004, Mercedes-Maybach has become the preferred choice for Korea’s distinguished leaders and cultural icons. With over 10,000 units sold, Korea is one of Maybach’s top global markets.”
In 2023, Korea ranked third worldwide in Maybach sales, trailing only the US and China. The company sold a record 2,596 vehicles last year, contributing significantly to the brand’s growth.
However, unlike the Maybach Atelier concept center in Shanghai, the South Korea Mercedes-Maybach Brand Center is unique. It stands as the world’s only dedicated building entirely focused on the Maybach brand. This milestone reflects Mercedes-Benz’s commitment to offering unparalleled luxury experiences.
