Mercedes-Benz to Locally Assemble Maybach GLS in India—First Market Outside US

India will become the only market outside the United States to locally assemble the Mercedes-Maybach GLS, accelerating a sustained push by Mercedes-Benz India to localise more models in the country as it deepens its focus on ultra-luxury vehicles and high-value growth.

The Stuttgart-based luxury carmaker said the decision aligns with the global push towards value over volumes, as the top-end luxury car market is witnessing a higher share and faster growth in India.

“India will be the first market outside the US where we will localise the Maybach GLS,” said Santosh Iyer, Managing Director and Chief Executive Officer of Mercedes-Benz India.

The locally assembled Maybach GLS will see its ex-showroom price reduced to Rs 2.75 crore, compared with Rs 3.17 crore for the fully imported version earlier, improving affordability without diluting equipment levels. Mercedes-Benz said the localisation programme has been executed without removing key features from the vehicle.

“Content-wise, we have not taken anything out of the car. It is not a compromised CKD version,” Iyer said, adding that localisation levels are aligned with regulatory requirements and global standards.

The move underscores Mercedes-Benz India’s deliberate pivot towards higher segments even as overall luxury car volumes remain under pressure. The company closed 2025 with sales of 19,007 units, a marginal year-on-year decline, but posted its highest-ever revenue, driven by a richer mix and higher average selling prices.

The top-end vehicle segment grew in double digits in what was a negative growth year for Mercedes-Benz, underlining the structural shift.

“Our average selling price has now gone up to around Rs 1 crore, which clearly shows the kind of mix we are selling,” Iyer said.

Maybach models, including the GLS and the all-electric Mercedes-Maybach EQS SUV, form a key part of Mercedes-Benz India’s top-end strategy. The company said vehicles priced above Rs 1 crore now account for a substantial share of its portfolio, helping offset slower growth in entry luxury segments.

Electrification is also playing an increasing role at the top end. Mercedes-Benz India said electric vehicles contribute around 20 percent of its top-end sales, supported by favourable taxation and lower on-road prices compared with comparable internal combustion models.

“At the top end, EVs make a lot of sense because of the GST advantage and the value proposition they offer,” Iyer said.

Mercedes-Benz has also expanded its EV ecosystem in India with the rollout of MB.Charge, integrating access to more than 9,000 DC fast chargers nationwide, aimed at easing range anxiety and improving public charging usability.

The localisation of the Maybach GLS signals growing confidence in India’s ultra-luxury market, even as the broader luxury segment grows at low single digits amid currency volatility and cautious consumer sentiment. Mercedes-Benz said it remains focused on sustainable, profitable growth rather than volume-led expansion.

“We are not chasing volume. We are building a strong top-end business with the right products and the right customers,” Iyer said.