Mercedes-Benz Debuts Exclusive L.A. Studio for Custom Dream Car Design

Mercedes-Benz has inaugurated its first Studio in the United States, a unique luxury brand space in Los Angeles designed to offer an immersive experience outside traditional dealerships. Opened on July 23, 2026, the Studio also houses the brand's first U.S. Manufaktur Made to Measure hub, empowering customers to extensively personalize their dream vehicles by selecting materials, colors, and trim.

Located in the prestigious Beverly Hills, just steps from glamorous Rodeo Drive, the Mercedes-Benz Studio Los Angeles blends modern luxury with coastal-inspired décor. The open and airy environment, enriched with natural light, trees, and plants, serves as more than just a showroom. It is conceived as a lifestyle destination, featuring vehicle exhibits, merchandise, music displays, and hosting events, providing diverse avenues for visitors to engage with the Mercedes-Benz brand outside a conventional dealership setting.

A cornerstone of the new L.A. Studio is its Manufaktur Made to Measure hub. This dedicated space facilitates private, one-on-one appointments where discerning customers can move beyond digital configurators. Here, they can physically compare an extensive array of paint finishes, leather options, and interior trim materials, enabling them to make highly informed and tactile customization choices for their vehicles.

The customization journey typically begins with customers purchasing their vehicle through a traditional dealership. Subsequently, they visit the Made to Measure hub to finalize bespoke material and color selections. This hands-on approach allows for truly unique creations, such as specifying orange seats with yellow stitching or designing an entirely purple interior, with Mercedes’ employees offering guidance. For those unable to visit Southern California, Mercedes-Benz is also equipping its dealerships with sample kits to showcase a selection of available customization options.

The decision to open such a hub in the U.S. underscores the country's significance as a particularly strong market for vehicle personalization. Markus Bauer, head of Mercedes-Maybach, emphasized that customers investing a significant premium for a highly individualized vehicle demand the opportunity to physically interact with materials before making final decisions. He articulated this need, stating, "You want to see it. You want to feel it. You have to visualize it," highlighting that customers are willing to invest and pay into that because they truly feel they can create something unique.

While Mercedes currently operates 18 Studios globally in cities like Munich, Copenhagen, and Tokyo, the Los Angeles location marks a pivotal expansion, bringing this distinctive brand experience concept to the United States for the very first time. Some of these international Studios are temporary, while others, like the L.A. location, are intended for longer-term presence, reinforcing Mercedes-Benz's commitment to delivering unparalleled luxury and bespoke automotive experiences worldwide.