Mercedes plans to open about a dozen “studios” in major cities, including in North America, to showcase its latest models.
The initiative, which started with the first studio in Copenhagen, marks the German automotive brand’s 140th anniversary, a history that started with Carl Benz’ patent filing for the first modern automobile.
The brand and retail studios will open in Europe, North America, Asia and Australia this year in an urban location. Along with vehicle displays, the spaces will also house “exclusive” events and vehicle sales.
Mercedes said each studio will be tailored to the location and that its opening will be “optimized to local market conditions.”
“Our Mercedes-Benz Studios are meant to make visitors feel welcome,” said company Vice President Digital Communications and Investor Relations Christina Schenck, alluding to Mercedes’ “Welcome Home” brand campaign.
“We’re bringing our newest and most exciting cars right into the heart of the city, so customers can experience them up close, in a relaxed and inspiring setting,” she continued. “It’s about creating places people enjoy spending time in; discovering our products, connecting with the brand, and feeling at home with Mercedes-Benz.”
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