Mercedes-Benz's luxury brand Maybach is synonymous with high-end vehicles for the top 0.1% of society. In Korea, Maybach holds an even more special status. This is because Korea is one of the three major markets where Maybach sells well, alongside China and the United States. Yet until now, there was no dedicated exhibition space for Maybach in Korea. For years, over 60 Mercedes-Benz showrooms across the country have jointly managed Maybach sales.
This sense of regret was resolved when the 'Maybach Brand Center Seoul' opened last July in the urban hanbok district of Apgujeong-dong, Gangnam-gu, Seoul. This is the world's first and only dedicated exhibition space for Maybach. Operated by Mercedes-Benz official dealer HS Hyundai Class, it has taken root in Gangnam's hanbok district, where numerous luxury lifestyle brands are lined up. Within a 10-minute walk, one can find showrooms for Bentley and Rolls-Royce.
The moment one opens the heavy doors of the showroom and steps inside, the flow of air changes. A subtle scent of citrus and woody musk brushing against the nose quickly makes one forget the noise of the bustling city. Even the fragrance within the showroom is special. This scent, paying homage to 'Oud Parfum Collection', Maybach's first perfume launched in April last year, is the signature scent exclusive to the Maybach Brand Center Seoul.
But the real surprise began from there. "Have I ever received such dense hospitality in my life?" That was the feeling upon visiting this showroom. From the moment of entry until the final farewell while taking a dedicated elevator to leave the center, every movement path was accompanied like a shadow by a dedicated manager who provided the highest level of courtesy. A distinctive feature is the meticulous response system built so that even waiting time for maintenance could become a complete rest. Operating on an appointment-only basis with only four sessions per day, it offers private consultations exclusively for one team per session.
Hospitality for customers was also perfected through taste. Mercedes-Benz collaborated with premium coffee brand 'Lisa Lee Coffee' to develop the 'Maybach Two-Tone Set', available only here. The espresso menu visualizing Maybach's exclusive colors, 'Kalahari Gold' and 'Rose Gold', offered more than just a beverage; it provided an experience of drinking the brand's identity. In other words, it conveys Maybach's elegant worldview through all five senses.
Tenacious details are also hidden in the process of selecting a vehicle. In fact, an Eastern-style central courtyard where natural light filters through is located at the center of the showroom. This was done to prevent color distortion caused by indoor lighting, allowing customers to check vehicle colors under light similar to driving conditions. Even in the heart of Apgujeong's urban area, customers can feel a quiet sense of isolation. The dedicated lounge, engraved with Maybach's symbol, the 'Double M' emblem, created an atmosphere like a private club.
It is human power that fills this special space. The staff here are composed of top-performing employees who have recorded high sales volumes at Mercedes-Benz branches nationwide. Even during the process of handing over vehicles to customers, dedicated personnel responded in ways that went beyond simple functional explanations, allowing customers to directly experience Maybach's philosophy and technological prowess. In terms of maintenance, all technicians hold Mercedes-Benz's highest certification qualifications. To ensure seamless service until customers return home, a new job title called 'Customer Master' has also been created.
In particular, it is achieving results commensurate with its symbolic significance as the world's first dedicated space established for this purpose. Since the center opened, HS Hyundai Class's share of domestic Maybach sales has increased. Within HS Hyundai Class's total sales, the center occupies a significant portion. It is explained that this shows positive results in strengthening existing customer loyalty while also attracting new customers.
Center Director Park Hong-kyu said, "We aim to approach customers not as commercial entities but as advisors who help them make choices." He added, "Other showrooms sell various car classes, but since this center handles only Maybach, we must have a distinct color of our own."
in INDUSTRY
