Nam Hyun-woo has worked as a staff writer at The Korea Times since 2013, mostly covering business and politics. He currently belongs to the Business Desk where he covers topics such as emerging tech, AI, ICT and Korea's chaebol community. Prior to joining the team, he was the paper's correspondent for the presidential office of Korea during the Yoon Suk Yeol and Moon Jae-in administrations.
Mercedes opens world's 1st dedicated Maybach center in Seoul
The Maybach Brand Center Seoul in Apgujeong / Courtesy of Mercedes-Benz Korea
By Nam Hyun-woo
Mercedes-Benz’s high-end brand, Mercedes-Maybach, has opened the world’s first dedicated showroom and service center for the brand at a luxury street in southern Seoul's affluent Gangnam District, making a compelling appeal to luxury mobility fans here.
“Korea has grown into Maybach’s most important market, and it is a clear reflection of the deep affection and appreciation that Korean customers have shown,” Mercedes-Benz Korea CEO Mathias Vaitl said during the opening ceremony for the center, Monday.
“And I believe this brand center is a heartfelt tribute to a country that has embraced Maybach with such an unwavering affection.”
Located along Apgujeong-ro, a street where a slew of top high-end brands’ boutiques are nestled, the 2,795-square-meter, five-story building serves as a dedicated showroom and service center for the brand.
Mercedes-Benz Korea CEO Mathias Vaitl speaks during the opening ceremony of the Maybach Brand Center Seoul, Monday. Courtesy of Mercedes-Benz Korea
The exterior of the Maybach Brand Center Seoul was developed in close collaboration with Mercedes-Benz Group’s Chief Design Officer Gorden Wagener, and was inspired by traditional Korean elements such as the hanbok, traditional Korean clothing.
The first floor features an exhibition space and a customer lounge for reservations, while the second floor is an exclusive handover zone for clients. The third floor houses a private consultation space and a Manufaktur studio for personalized customizations. A dedicated Mercedes-Maybach service center is located on the basement level.
The first floor of the Maybach Brand Center Seoul / Courtesy of Mercedes-Benz Korea
HS Hyosung The Class, a Mercedes-Benz dealership unit of HS Hyosung group, will run the showroom as the official dealer. HS Hyosung The Class said it invested a total of 47 billion won ($34 million) to build and operate the center.
“Since becoming an official dealer in 2003, HS Hyosung The Class has grown into one of the largest Mercedes-Benz dealerships in Korea, and now we are offering a new customer experience worthy of the Maybach name,” HS Hyosung CEO Ahn Sung-hoon said. “HS Hyosung will spare no effort in supporting HS Hyosung The Class to become a benchmark for luxury car dealerships, not only in Korea but also globally.”
Mathias Geisen, a board member of Mercedes-Benz Group, speaks during the opening ceremony of the Maybach Brand Center Seoul in Apgujeong, Monday. Courtesy of Mercedes-Benz Korea
Mathias Geisen, Mercedes-Benz Group board member, stressed that Korean customers are focusing on excellence, citing every fifth car sold here being a top-end vehicle.
“There’s a remarkable share that underlines Korea’s unique appreciation for craftsmanship, quality and prestige,” Geisen said. “It’s here that we are bringing the Maybach brand to life like never before, offering an experience for our customers that goes beyond the car itself.”
The new Mercedes-Maybach SL is displayed at the Maybach Brand Center Seoul in Apgujeong, Monday. Korea Times photo by Nam Hyun-woo.
During the opening event, Mercedes showcased the new Mercedes-Maybach SL and a number of limited edition Maybach vehicles available only at the Seoul center.
The Mercedes-Maybach SL is based on the Mercedes-AMG SL63 sports car and underwent a Maybach-style luxury makeover. Dubbed as the sportiest Maybach vehicle, it generates 585 horsepower through the combination of a 4.0-liter bi-turbo engine and a nine-speed Multi-Clutch Technology transmission.
According to Mercedes-Benz Korea, the country ranks alongside China and the United States as one of the top three global markets for Maybach as of 2024. A wide range of Mercedes-Maybach models, including the S-Class, GLS and EQS SUV, are available in the country, as well as an extensive selection of limited editions and customizable options.