Mercedes-Benz Opens India’s First Studio in Gurugram; AMG E-Bikes Launched From ₹4.20 Lakh
- Team Autopunditz
- 1 hour ago
- 3 min read
Mercedes-Benz India has opened its first Mercedes-Benz Studio at DLF One Horizon Centre in Gurugram, introducing a new urban brand experience format to the country. Announced on September 3, 2026, the opening also marked the first Indian showcase of the CONCEPT AMG GT XX and the launch of Mercedes-AMG PETRONAS F1 Team e-bikes, priced from ₹4.20 lakh.
The Studio brings together vehicle displays, test-drive opportunities, lifestyle merchandise and a Lavonne Café. Designed as an open, walk-in destination, it allows customers, enthusiasts and families to explore the brand in a relaxed setting.
A new way to experience Mercedes-Benz
The Gurugram facility forms part of a global Studio initiative spanning major cities across four continents, following the first such location in Copenhagen.
Visitors can explore a curated vehicle display, a design and material library, Mercedes-Benz Collection products and Mercedes-AMG PETRONAS x adidas merchandise. Test drives can be booked through the Mercedes-Benz India website before visiting.
The Lavonne Café collaboration adds a culinary element, with 16 exclusive creations comprising eight petit gâteaux and eight viennoiserie and bakes. Their presentation draws inspiration from Mercedes-Benz design themes, including sculpted lines and a black, silver and gold palette.
Mercedes-Benz India Managing Director and CEO Santosh Iyer indicated that the company plans to gradually expand the Studio concept to other metropolitan markets. The format aims to build awareness among new audiences and strengthen long-term customer relationships.
CONCEPT AMG GT XX makes its India debut
The Studio’s opening display features the CONCEPT AMG GT XX, a technology demonstrator first unveiled globally in June 2025. It previews technologies intended for future production models based on the AMG Electric Architecture, or AMG.EA.
Its drivetrain uses three axial flux motors, with one at the front and two at the rear. Mercedes-Benz quotes combined peak output exceeding 1,000 kW, or 1,360 hp, and a top speed above 360 km/h.
Specification | CONCEPT AMG GT XX |
Electric motors | Three axial flux motors |
Peak drivetrain output | Over 1,000 kW / 1,360 hp |
Drive system | AMG Performance 4MATIC+ all-wheel drive |
Claimed top speed | Over 360 km/h |
Average DC charging power over a wide state-of-charge range | Over 850 kW |
Claimed range replenishment | Approximately 400 km, on a WLTP basis, in around five minutes |
Drag coefficient | 0.198 |
The charging figures describe the concept’s stated technology capability. Its India showcase does not constitute a production-car launch, and the release provides no
India price or sale timeline for the GT XX.
Finished in sunset beam orange, the concept features a fastback silhouette, a double-bubble roof and six circular rear lights. Other highlights include active aerodynamic wheel elements, illuminated bodywork sections and a rear display containing more than 700 programmable LEDs.
Mercedes-AMG e-bikes: prices and variants
Alongside the Studio opening, Mercedes-Benz introduced its AMG PETRONAS F1 Team electric bicycle range in partnership with EMotorad. Three editions are available, with prices quoted as MRP inclusive of GST.
Edition | Price | Key equipment |
City Edition | ₹4.20 lakh | Shimano CUES 9-speed drivetrain, chain drive and rigid alloy fork |
Track Edition | ₹5.70 lakh | Shimano 9-speed drivetrain, Pirelli Angel Urban GT semi-slick tyres and additional battery included |
Rallye Edition | ₹7.60 lakh | Pinion C1.9 gearbox with electric Smart.Shift, Gates carbon belt drive, 80 mm front suspension and additional battery included |
All three use a 250W rear hub motor with Comfort, Sport and Sport Plus assistance modes. Motor assistance is available up to 25 km/h.
The quoted range of up to 100 km requires an additional seat-tube battery. This battery is included with the Track and Rallye editions and is optional on the City Edition.
Shared equipment includes a 5.5-inch full-colour display integrated into a custom one-piece handlebar and hydraulic disc brakes. Each bicycle comes with a charger and a Smart Bluetooth helmet. Small and Medium sizes are offered at identical prices.
Pre-orders are open, with deliveries scheduled to begin in mid-September 2026.
EMotorad to handle assembly and after-sales support
EMotorad is the exclusive India partner for the range and will assemble the e-bikes in India. Its responsibilities cover product supply and distribution to Mercedes-Benz franchise partners, warranty registration and coordination, repairs, spare parts and
after-sales assistance.
Support will be provided through EMotorad’s service network across 55 locations in India.
Auto Punditz Take
The Gurugram Studio gives Mercedes-Benz another way to reach potential customers before they enter the vehicle-buying process. A café, merchandise and an accessible city location can encourage repeat visits and introduce the brand to a wider audience.
The AMG GT XX supplies the technology headline, while the e-bikes create an additional purchase opportunity for enthusiasts. At ₹4.20 lakh to ₹7.60 lakh, these bicycles occupy a premium lifestyle niche, with brand appeal and specialist equipment central to their positioning.
For Mercedes-Benz, the larger opportunity is turning that interest into lasting customer relationships. The planned expansion to other metros will show how this experience-led format develops within its Indian retail presence.
