Mercedes-Benz Korea Opens Maybach Brand Center in Apgujeong, Gangnam
South Korea Becomes Third-Largest Maybach Market After China and the US
HS Hyosung The Class Invests 42 Billion KRW
Mercedes-Benz has opened the world’s first Maybach Brand Center in South Korea. This move is a strategic effort to target Korea’s high-end automobile market, which ranks as the third-largest market for Maybach after China and the United States. At this location, Mercedes-Benz plans to offer a differentiated brand experience by providing exclusive Maybach vehicle displays, consultations and sales, as well as after-sales (A/S) services tailored to customers.
On July 14, Mercedes-Benz Korea held a press conference at the ‘Maybach Brand Center Seoul’ located in Apgujeong-dong, Gangnam-gu, Seoul, officially announcing its opening. This center serves as a dedicated showroom and service center for Maybach customers, housed in a standalone five-story building with a total floor area of 2,795 square meters. The official Mercedes-Benz Korea dealer, HS Hyosung The Class, invested 42 billion KRW in its establishment.
Exterior of the Maybach Brand Center Seoul located in Apgujeong-dong, Gangnam-gu, Seoul. Provided by Mercedes-Benz Korea
The building’s exterior was developed through close collaboration with Gordon Wagener, Chief Design Officer of Mercedes-Benz Group AG, and draws inspiration from traditional Korean hanbok and hanok architecture. The pleated outer wall elegantly embodies the flowing curves of a hanbok skirt, while the dynamically rising roofline of the building’s right pillar evokes the eaves of a hanok.
The interior features a meticulously designed space reminiscent of a cathedral. The first floor includes a dedicated exhibition area for Maybach vehicles and a customer lounge where service reservations can be made. The second floor is reserved for vehicle delivery, while the third floor offers private consultation spaces and a Manufaktur studio for bespoke personalization. The basement level houses a dedicated Maybach service center.
The brand center operates on a reservation-only basis, with each visitor assigned a dedicated sales consultant and product expert. In addition to exclusive membership services, professional valet parking, and food service, a variety of tailored programs for Maybach owners are available. Customers are supported in creating personalized vehicles through a wide range of editions and Manufaktur options catering to diverse tastes.
Mercedes-Maybach S-Class Silver Lining displayed at the Maybach Brand Center Seoul. Provided by Mercedes-Benz Korea
As of 2024, South Korea has rapidly emerged as the third-largest market for Maybach, following China and the United States. In the domestic market, various models such as the S-Class, GLS, and EQS sport utility vehicle (SUV) are currently available. To commemorate the opening of the Maybach Brand Center Seoul, Mercedes-Benz Korea unveiled the Mercedes-Maybach SL in Korea for the first time.
Additionally, the ‘Mercedes-Maybach Silver Lining’ was introduced as a limited edition of only 12 units, available exclusively at this location. This vehicle is a high-end, bespoke model developed with the highest level of Manufaktur individualization options, applied for the first time in Korea. The limited edition features a Silver Lining badge and silver pinstripes to emphasize its distinctive identity.
Matthias Veitl, CEO of Mercedes-Benz Korea, is speaking at the press conference for the opening of the Maybach Brand Center Seoul. Provided by Mercedes-Benz Korea
Matthias Veitl, CEO of Mercedes-Benz Korea, stated, “At the Maybach Brand Center Seoul, all services from consultation and sales to vehicle management are provided in one place. All services are holistically connected, embodying the brand’s philosophy, and not only are they differentiated from dedicated showrooms in other countries, but they also deliver even greater value.”
Ahn Sung-hoon, CEO of HS Hyosung, said, “HS Hyosung has maintained a special partnership with Mercedes-Benz, focusing on advanced materials and imported car distribution, which are the foundations of the automotive industry. We will continue to support our subsidiary, HS Hyosung The Class, in becoming a global luxury automobile distributor beyond Korea.”
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