Mercedes-Benz is in the midst of a major increase in luxury vehicle traffic. The company invested €10 million ($10.57 million) in its Manufaktur customization business this year, expanding its order options. The individualization program is intended for a growing number of selected Mercedes-Benz, Mercedes-AMG and Mercedes-Maybach models.

Clients with the option of personalization will now be able to experience Manufaktur in the Manufaktur Studio, a new operations center that gives clients a behind-the-scenes look at the finishing process of their car.

This is on top of the new Maybach Atelier locations in Shanghai (opening 2022) and New York City (coming soon), with additional locations scheduled to open by 2030. The Maybach is the ultimate expression of the company’s luxury vehicle brand.

“When you buy a special watch, you can often marvel at how the watchmaker built it. With the new Manufaktur studio here, we now offer a customized experience where you can really get up close and personal with our experts,” he said.

At Factory 56 in Sindelfingen, Germany, specialized skilled workers complete Manufaktur’s client vehicles in areas such as textile finishes, interior fittings, fabrication, embroidery and personalized paint. It’s a job Mercedes has been doing for a hundred years, dating back to the company’s bodybuilding at the dawn of the automotive era.

“We have more than 120 years of experience when it comes to fulfilling customer wishes and, of course, exceeding our customers’ dreams,” Schiebe said.

The Sindelfingen plant has long been known as the home of Mercedes craftsmanship, and this investment signals a commitment to continue this well into the future, with a host of modern technology to aid skilled workers in their trades.

Today, more than 90 percent of G-Class sales are equipped with at least one Manufaktur customization. Germany, the US and China are Manufaktur’s largest markets, while Japan, the Middle East and Eastern Europe are expected to grow significantly in the coming years.

The company recently created a new Popemobile from the current generation G-Class.

An old-school approach to bespoke luxury is combined with modern technology at various stages of the Manufaktur process. The company changed the traditional workstation approach to its process by digitizing individual work steps and optimizing them with artificial intelligence. This has accelerated the operation of the Manufaktur and ensures the top quality of the production process.

While Manufaktur Mercedes’ operations are not at the level of Rolls-Royce’s bespoke program, they are capable of accommodating some extravagant client requests. The Manufaktur Atelier is tucked away in a small corner of the Manufaktur company premises, where engineers and designers work hand in hand to develop vehicles based on special client requirements, such as the large sunroof for the bespoke GLS.