Priced at ₹1.30 crore (ex-showroom, all-India), the ‘Celebration Edition’ is capped at just 50 units.
“This is the all-India debut of the EQS Celebration Edition, which we’re launching to celebrate the growing adoption and penetration of electric vehicles in India—especially in the luxury segment,” said Santosh Iyer, Managing Director & CEO of Mercedes-Benz India.
Boasting an ARAI-certified range of over 800 km, the EQS 580 4MATIC remains India’s longest-range electric vehicle. Key upgrades in the Celebration Edition include a rear seat comfort package with multi-contour seats, massage functions, reclining ‘Executive Seats’ (up to 38°), a chauffeur package with a tiltable front passenger seat, full Nappa leather interiors, premium belt buckles, and MBUX Augmented Reality Navigation.
Mercedes-Benz’s BEV portfolio in India has seen a 73% year-to-date (YTD) growth as of May 2025, outpacing the broader luxury car segment. This surge is led by top-end models including the EQS 580 sedan and SUV, the EQS Maybach SUV, and the G 580 with EQ Technology.
‘Go to Customer’ strategy
The EQS Celebration Edition was launched alongside the grand opening of the brand’s latest retail concept: the ‘Atelier Experience’ Centre in Adyar, Chennai. This marks the fourth new retail facility in two weeks, following openings in Jammu, New Delhi and Mumbai.
“Today’s customers expect hyper-personalization—vehicles that reflect their individual style. Our Atelier concept delivers exactly that,” Iyer said.
“Customers can visit in person to explore physical samples or personalize their car online using our digital configurator. They can even opt to take delivery at the same centre, completing a fully immersive luxury journey.”
The showroom, designed with a flexible layout, allows for rapid transformation into a Maybach-, AMG-, or brand-specific environment—reflecting the MAR20X retail format. All elements, from signage to display panels, can be reconfigured to offer a bespoke brand experience in minutes.
Sundaram Motors partnership
The Atelier was launched in collaboration with long-standing partner Sundaram Motors, further deepening a relationship that began in 2001.
“What started with a modest four-car display and 20 service bays has grown into a network of 11 Mercedes-Benz outlets across six cities in Tamil Nadu and Karnataka,” said Sharath Vijayaraghavan, Executive Director, Sundaram Motors.
“As of 2025, we now have 38-car display capacity and 204 service bays, and have delivered over 15,500 vehicles, servicing more than 286,000 cars. The Adyar facility is a bold new chapter in our journey,” he said.
The new 1S urban concept showroom spans 3,778 sq. ft., offering a boutique-style retail experience. It combines new vehicle displays (including AMG and certified pre-owned), accessories, finance, leasing, insurance, and service programs—all under one roof.
More than infrastructure, the focus is on curated, emotionally rich customer engagement. From personalized car configurations through Mercedes-Benz’s MANUFAKTUR programme to hand-crafted delivery experiences, the Adyar centre embodies the brand’s customer-first philosophy.
Network ramp up
Mercedes-Benz continues to push its ‘Go to Customer’ initiative, expanding into emerging markets such as Kanpur, Patna, Bhopal, Varanasi and Udaipur. The company plans to open 30 new or upgraded touchpoints in 2025, reinforcing its presence in both Tier-I and -II markets. Of the 30, 11 are already operational. The remaining 19 will be completed over the next five months and will include both brand-new locations and modernized upgrades.
