CHENNAI/PUNE, 20th June 2025: Mercedes-Benz has solidified its leadership in the domestic luxury electric vehicle (EV) segment by unveiling the EQS 4MATIC ‘Celebration Edition’, highlighting its growing dominance in the battery-electric vehicle (BEV) market.
With an impressive 73% increase in BEV sales year-to-date through May—far outpacing the overall luxury market—the German luxury brand is committed to expanding its presence in the premium electric segment through innovative products and tailored customer experiences.
The limited-edition ‘Celebration Edition’, priced at Rs 1.30 crore (ex-showroom) and restricted to just 50 units, celebrates the success of Mercedes-Benz’s high-end BEV lineup, as well as the company’s aggressive strategy for luxury retail expansion. Key models such as the EQS sedan and SUV, the Mercedes-Maybach EQS SUV, and the G 580 with EQ Technology are driving the brand's leadership in the luxury EV category.
India's domestic luxury EV market is experiencing significant growth, with sales increasing by 66% in the first five months of 2025 compared to the same period in 2024. Specifically, 2,027 units were sold in the first five months of 2025, up from 1,223 units in the same period in 2024. This growth is fuelled by a combination of factors, including increased consumer interest in sustainable mobility, the introduction of new models, and the expansion of charging infrastructure.
Mercedes-Benz, which is the leader with close to 77 per cent market share, is hoping that its ‘Celebration Edition’ will further help to consolidate its market dominance.
The luxury EV features exclusive enhancements designed specifically for India’s chauffeur-driven luxury market. Notable features include executive seats that recline up to 38 degrees, multi-contour massage seats, Seat Heating Plus, and neck and shoulder heating for rear passengers.
Additionally, it boasts premium Nappa leather upholstery, designer belt buckles, chrome accents, and an upgraded Chauffeur Package, which includes an electronically tiltable front passenger seat for improved rear legroom. The comfort experience is complemented by the MBUX Augmented Reality Navigation system, which integrates real-time visuals with digital guidance to make navigation intuitive in Indian traffic conditions.
“The launch of the EQS ‘Celebration Edition’, along with our strategic network expansion in Chennai, exemplifies Mercedes-Benz’s commitment to product excellence and customer experience,” stated Santosh Iyer, Managing Director & CEO, Mercedes-Benz India. “Our BEV growth is primarily driven by high-end demand, and this new offering demonstrates our focus on continuous improvement for discerning luxury customers.”
Network Expansion Aligns with Product Ambitions
Mercedes-Benz is not only focusing on its products but also revamping its customer touchpoints to meet the luxury expectations of India's elite buyers. The brand inaugurated 11 new luxury touchpoints in 2025, with plans to open 19 more in the next five months. This includes boutique experiences tailored to meet the needs of India’s most sophisticated clientele.
A significant milestone is the opening of the Atelier Experience in Chennai’s Adyar neighbourhood, where customers can hyper-personalise their vehicles through the MANUFAKTUR customisation programme. This “physi-digital” experience combines physical samples with digital configurators, marking what Mercedes-Benz describes as a new era of bespoke luxury retail.
“Hyper-personalization is the emerging trend in high-end luxury,” Iyer remarked. “Our goal is to create a space where craftsmanship, technology, and personal taste converge. We are not merely selling a product; we are curating a unique ownership experience.”
Sharath Vijayaraghavan, Executive Director of Sundaram Motors, added, “With both Sundaram Motors and Mercedes-Benz having legacies spanning over 100 years, this partnership brings unmatched trust and commitment to our customers.”
Luxury EVs Become Mainstream
As Indian luxury EV buyers increasingly prefer chauffeur-driven setups, Mercedes-Benz’s strategy of emphasising rear-seat comfort and customised luxury retail aligns perfectly with local preferences. The brand remains the only luxury automaker to locally assemble two BEVs in India and is expanding its direct-to-customer sales model to eliminate dealer markups, added an industry analyst who tracks the luxury EV space
With plans to establish 30 luxury touchpoints by the year's end and enter emerging markets like Kanpur and Patna, Mercedes-Benz is positioning itself not just as a luxury carmaker but as India’s leader in luxury electric mobility.
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