Mercedes-Benz is prepared to elevate customer interaction and vehicle customization to new heights.
On Thursday, Mercedes unveiled the Manufaktur Studio and announced enhancements to the personalization program’s customization potential and options.
Mercedes-Benz Manufaktur Studio
The Manufaktur program is situated in Sindelfingen, Germany, the home of Mercedes’ headquarters, and now incorporates the Manufaktur Studio.
Housed within the main Sindelfingen facility, the Manufaktur Studio enables customers to be part of the process. This space allows customers to observe and engage in the customization of their vehicles, as the Manufaktur team handcrafts tailored components.
The Manufaktur Studio is divided into four distinct sections: logistics, vehicle preparation, matrix production, and the customer experience area.
Mercedes initiated the Manufaktur program in 2015, initially branded as the Designo Manufaktur program. The Designo name was later removed. By 2021, the Manufaktur initiative had expanded to encompass the S-Class, CLS-Class, and AMG GT.
The extensive program covers a variety of options, including leather upholstery, embroidery, and tailored trim finishes. For 2025, the S-Class Manufaktur options will offer new exclusive colors, expanding the palette to 80 choices and additional features. Customers can even have their seats custom-made by modifying the width or length of the seating surfaces by up to 2.0 inches.
Mercedes has indicated that it intends to implement a similar range of options for its AMG-branded sports models. Additionally, customers can select any color they desire for their vehicles through the Made to Measure program.
A new PixelPaint technology has been implemented, described as a resource-efficient method. This innovative process applies paint directly onto the vehicle’s structure with heightened precision, much like an inkjet printer.
This advancement allows for more intricate patterns and greater accuracy in multi-colored vehicles, now limited only by feasible technology, as stated by Mercedes.
Although efforts toward digitalization have been adopted to accelerate the manufacturing process, human oversight remains crucial in production and finishing. Cars and component carts navigate the Manufaktur Studio autonomously to optimize time efficiency. Mercedes reports that it can now produce up to 20 vehicles daily through the Manufaktur program, contributing to its growth. This initiative accounted for 30% of the vehicles sold in Mercedes’ premium segments during the first half of 2024, though specific segments and vehicles were not detailed.
Image Source: Sergio Rojo / Shutterstock
