Mercedes opens world’s 1st Maybach flagship center in Seoul

Mercedes-Benz Group on Monday opened the world’s first Maybach Brand Center in Seoul, its largest-ever dealership dedicated to the ultra-luxury marque, betting on Korean consumers’ unwavering appetite for premium vehicles.

In 2024, Maybach performed strongly in South Korea, one of the world's top three luxury car markets, according to senior executives at the German automotive group.

In Asia's No. 4 economy, the top-tier brand outpaced other high-end automakers that struggled with mounting economic uncertainty and currency volatility.

The Maybach Brand Center Seoul is the first facility of its kind to integrate sales and after-sales service under one roof.

In 2022, Mercedes-Benz opened its first Maybach flagship store, dubbed Maybach Atelier, in Shanghai, China.

It has since launched showrooms for the luxury vehicle brand, dubbed Maybach Lounge, in global cities, including New York and Vienna, Austria.

Mathias Vaitl, head of Mercedes-Benz’s South Korean operations, said at a press conference on Monday that the Maybach Brand Center Seoul is significantly larger than the ateliers and lounges the brand has opened in other countries.

At the Maybach Brand Center Seoul, it is debuting the “Mercedes-Maybach Silver Lining,” a highly exclusive edition limited to just 12 units, said Vital.

South Korea is the world’s fifth-largest market for Mercedes-Benz, with one in every five cars sold in the country being from a top-end brand.

Mathias Geisen, head of marketing and sales at Mercedes-Benz Group, said that South Korean customers show strong interest in the brand’s top-tier models, making the country one of its strategically important markets. 

The Maybach Brand Center Seoul is a five-story standalone facility spanning 2,795 square meters, located in Apgujeong, a district synonymous with high-end fashion, fine dining and luxury.

The center features four above-ground floors and one underground level and operates by appointment only to provide personalized services. 

Write to Gil-Sung Yang at vertigo@hankyung.com

Yeonhee Kim edited this article.