Mercedes-Benz opens world's first Maybach brand center in South Korea

On July 14, 2025, Mercedes-Benz Korea inaugurated the world's first brand center specifically dedicated to Maybach, its ultra-luxury vehicle line, in southern Seoul. This five-story facility aims to increase Mercedes-Benz's market share in one of its top five global markets. The center operates on a reservation basis and is staffed by product experts and sales consultants, providing visitors with personalized services. Maybach vehicles commence at about $200,000 and can exceed $300,000 based on the chosen model and features, illustrating the exclusive nature of the brand. The opening aligns with a broader strategy to enhance customer experience and engagement. By offering a customized service approach, Mercedes-Benz Korea aims to cater more effectively to the preferences of its luxury customers. HS Hyosung The Class will manage the facility, emphasizing a tailored, one-on-one experience for guests throughout their visit. Since the debut of Maybach in South Korea in 2004, over 10,000 vehicles have been sold, indicating significant demand for ultra-luxury cars in the region. Data from Carisyou shows that in the first half of 2025, Mercedes-Benz sold 32,562 units in South Korea, a notable increase of 8.5% compared to the previous year. The expansion of the Maybach brand center is particularly relevant as South Korea has become a vital market for luxury brands. In 2024, the country ranked third in Maybach sales worldwide, with 2,596 units sold, trailing behind the United States and China. Industry experts, such as Daelim University automotive professor Kim Pil-soo, have highlighted the significance of the new brand center for both Maybach and the luxury car market in South Korea. The country is known for its affluent consumers and is also a key market for other high-end brands, which leads to frequent visits from executives of premium automakers. The opening of the Maybach center serves as a clear signal of the brand's commitment to grow its presence within the competitive South Korean automotive landscape.