India in The Race to Be Among Mercedes-Benz Maybach’s Top 5 Markets: Daniel Lescow

Mercedes-Benz's ultra-luxury division Maybach views India as a strong contender to enter its top five global markets. Daniel Lescow, Head of Mercedes-Maybach at Mercedes-Benz Group AG highlighted the immense potential of the Indian market, emphasizing its rapid expansion and evolving customer base.

Speaking about Maybach’s growing footprint in India, Lescow noted that the brand experienced a remarkable 140% growth in sales, reaching approximately 500 units in 2024. This surge has propelled India into the top ten global markets for Maybach, and there are clear indications that the momentum will continue.

“India’s luxury car market is maturing at a rapid pace. The knowledge, understanding, and appreciation for luxury brands here are extremely high. Given the country’s growing economy, increasing number of high-net-worth individuals, and evolving luxury preferences, I firmly believe India has the potential to be among our top five global markets in the coming years,” Lescow told Autocar Professional.

Speaking at the Maybach SL 680 Monogram Series launch, Daniel Lescow highlighted India’s long-standing association with the brand, its role in shaping the ultra-luxury automotive segment, and its efforts to expand its presence there.

Lescow emphasized India’s deep-rooted history with Maybach, dating back to the 19th century when Indian royalty was among the brand's first discerning customers. This legacy, he noted, continues today, with India now playing a pivotal role in Maybach’s global growth strategy.

“Maybach has been exceptionally well received in India, and at the same time, India has emerged as one of the most important markets for the Maybach brand globally,” said Lescow. “I deeply admire the Indian customer’s taste for luxury, which is rooted in a long-standing tradition of excellence, quality, and craftsmanship.”

India’s luxury automotive sector has traditionally lagged in market penetration compared to its Western and Chinese counterparts. However, a shift in consumer preferences and an increasing appetite for ultra-luxury and bespoke experiences are changing the landscape.

Globally, Maybach sold over 21,000 units in 2024, reflecting steady demand across key markets. While China and the United States remain the largest markets for Maybach, the company sees emerging economies, including India, as crucial drivers of future growth.

Brand Building and Experiential Expansion
To strengthen Maybach’s presence in India, the company has adopted a multi-pronged strategy focused on brand building, experiential engagement, and expanding its portfolio. The recent launch of India’s first Maybach Lounge in Hyderabad reflects this commitment, offering a dedicated space for customers to engage with the brand beyond automobiles.

“We are creating dedicated brand spaces worldwide, and India is a key part of this vision. Our Hyderabad lounge is just the beginning. By providing personalized experiences and emphasizing Maybach’s heritage of craftsmanship and exclusivity, we aim to elevate the brand’s stature in India further,” Lescow added.

Additionally, Maybach recently introduced its ‘Icons of Luxury’ boutique in Bangalore, showcasing high-end accessories that embody the brand’s signature elegance. Such initiatives are designed to deepen customer engagement and enhance brand desirability.

Young and Tech-Savvy Customer Base
One of the defining factors of India’s luxury car market is its young and technology-driven customer base. Unlike traditional luxury car buyers in Western markets, Indian customers are relatively younger and seek a blend of cutting-edge innovation and personalized luxury.

“We are seeing a new generation of luxury car buyers in India who are highly connected, informed, and aspirational. They appreciate modern technology but also value craftsmanship, heritage, and exclusivity. This dynamic shift aligns well with Maybach’s brand philosophy,” Lescow remarked.

Maybach’s portfolio expansion, including the launch of the Mercedes-Maybach SL 680, a model aimed at self-driven customers, also caters to this evolving demographic. The introduction of the first all-electric Maybach has further reinforced the brand’s commitment to sustainable ultra-luxury mobility.

Future Roadmap and Electrification
While Lescow remains optimistic about India’s growth trajectory, he acknowledges that long-term success hinges on brand awareness and continuous innovation. Mercedes-Benz has set a global target to achieve net carbon neutrality by 2039, and electrification will play a pivotal role in Maybach’s future.

“Electrification is not just about sustainability; it enhances the luxury driving experience by offering a quieter, smoother ride. We will continue to expand our electric offerings based on customer preferences, and India will be an important part of this journey,” he stated.

While no immediate plans for additional models have been announced, Maybach remains committed to studying market demand and responding accordingly.

Maybach’s Global Expansion and India’s Role
India’s growing affinity for ultra-luxury vehicles aligns with Mercedes-Maybach’s global expansion strategy, which includes opening dedicated brand spaces and luxury centers worldwide. Maybach has established exclusive brand spaces in Shanghai, Europe, Germany, the Middle East, China, and South Korea in the past two years.

Leskow also announced that a Maybach lounge in New York City will open in the coming weeks, followed by the first-ever Maybach brand center in Seoul, South Korea, by mid-2025.

“For nearly a century, India has played a pivotal role in the Maybach legacy,” Leskow concluded. “With a growing appetite for luxury and a deep appreciation for craftsmanship, India is not just a key market for Maybach—it is a cornerstone of our global vision for the future of ultra-luxury mobility.”

Challenges and Opportunities
Despite its immense potential, India’s luxury car market faces challenges such as high import duties, evolving regulatory frameworks, and infrastructure limitations for electric mobility. However, Lescow believes that the opportunities outweigh these obstacles.

“When I look at India, I see more opportunities than challenges. The aspiration for luxury is growing, and we are committed to playing a significant role in this transformation,” he concluded.

With an aggressive brand expansion strategy, a growing customer base, and a focus on electrification, Maybach is poised to strengthen its foothold in India. As the country continues its march toward becoming a global luxury hub, it may not be long before it secures its place among the top five Maybach markets worldwide.

Additionally, Maybach recently introduced its ‘Icons of Luxury’ boutique in Bengaluru, showcasing high-end accessories that embody the brand’s signature elegance through a third party. Such initiatives are designed to deepen customer engagement and enhance brand desirability, says Lescow

Personalization: A Key Differentiator
In India, 75% of all Maybach vehicles include at least one feature from the brand’s exclusive Manufaktur personalization program, allowing customers to tailor their cars to their preferences. 

 In 2024, Mercedes-Benz India posted its highest-ever annual sales, with 19,565 units sold, marking a 12.4% increase from 17,408 units in 2023. Notably, the Top-End Vehicle (TEV) segment, comprising models priced above Rs. 1 crore, experienced a 30% growth year-on-year. This segment accounted for one in every four Mercedes-Benz cars sold in India during the year, reflecting a growing consumer preference for luxury vehicles. The robust performance in the TEV segment underscores the brand's strong positioning in the Indian luxury automotive market and how Maybach has a strong potential to grow.

 Mercedes-Benz has expanded its Maybach brand footprint in India, launching dedicated brand spaces and luxury experiences. In late 2024, the company inaugurated India’s first Maybach brand space in Hyderabad. “Our goal is to strengthen the profile of Maybach by creating dedicated spaces that showcase not just our vehicles but the entire luxury ecosystem surrounding them,” Lescow stated. “The Hyderabad brand space is a key step in this journey, and we plan to expand further in the coming years.”