Mercedes-Benz has opened its first Studio in the United States, introducing a new luxury brand space in Beverly Hills that allows visitors to experience the automaker outside of a traditional dealership. The location also serves as the company’s first U.S. Manufaktur Made to Measure hub, where customers can personalize their vehicles with a wide selection of materials, colors, and trim.
Mercedes-Benz Brings Its Studio Concept to the U.S.
Mercedes-Benz Studio Los Angeles is located in Beverly Hills, just steps from Rodeo Drive. The space features an open design that combines modern luxury with coastal-inspired décor, including trees, plants, and abundant natural light.
The Studio is designed as a destination where visitors can explore the brand through vehicle displays, events, local partnerships, merchandise, music displays, and other personalized experiences. Rather than functioning as a traditional dealership, it offers a lifestyle-focused environment centered on Mercedes-Benz.
Mercedes-Benz currently operates Studios in 18 cities worldwide, including Munich, Copenhagen, and Tokyo. The Los Angeles location marks the first time the concept has opened in the United States.
First U.S. Manufaktur Made to Measure Hub
The Beverly Hills Studio is also home to Mercedes-Benz’s first U.S. Manufaktur Made to Measure hub.
Through private one-on-one appointments, customers can compare paint finishes, leather, and trim materials in person instead of relying only on a digital configurator. According to information shared during the tour, customers first purchase their vehicles through a dealership before visiting the Made to Measure hub to finalize their material and color selections.
Customers can choose from a wide variety of customization options, including unique interior color combinations. For those unable to travel to Southern California, Mercedes-Benz said dealerships will receive sample kits representing some of the available colors and trim options so customers can examine the materials locally.
Growing Demand for Vehicle Personalization
Markus Bauer, head of Mercedes-Maybach, said the United States is a particularly strong market for vehicle personalization, with customers seeking the opportunity to see and touch materials before making their final choices.
“You want to see it. You want to feel it. You have to visualize it,” Bauer said. “Customers are willing to invest and pay into that because they really feel they can create something unique.”
Bauer added that Manufaktur offers more than 150 exterior color options along with an even broader selection of interior colors.
Studio Scheduled to Operate Through Early 2027
Mercedes-Benz Studio Los Angeles is expected to remain open through at least February 2027. The automaker said the Studio’s operation could be extended depending on visitor interest.
The opening brings Mercedes-Benz’s global Studio concept to the United States while expanding access to its vehicle personalization program through the country’s first Manufaktur Made to Measure hub.
