Mercedes-Benz continues to focus on elevating customer engagement to the highest level of customization for its models. In this regard, it has inaugurated the Manufaktur Studio and announced an expansion of the resources and offerings of its well-known individualization and personalization program.
The Manufaktur program is located in Sindelfingen, Germany, where Mercedes’ headquarters are situated. It now includes the Manufaktur Studio, which allows customers to closely monitor the personalization of their vehicles while the Manufaktur team manually constructs the customized components.
The innovative production matrix at the Manufaktur studio allows for variable individualization of up to 20 vehicles per day, regardless of the model series. The highly flexible production structure has been completely reorganized.
With the help of driverless transport systems that can move in any direction (autonomously driven vehicles, or AGVs), customer vehicles are transported between individual production clusters as needed and independently of fixed sequences.
Each of the nine clusters in the Manufaktur studio can be approached flexibly with AGVs and operates independently of cycle times. This way, the customized equipment of the vehicle can be installed effectively.
An innovative and eco-friendly new process called PixelPaint has been introduced, and Mercedes revealed that the new technology applies paint directly to the vehicle’s body with greater precision, similar to an inkjet printer. This allows for the application of custom patterns with the highest level of accuracy.
Customers can thus request design elements on the vehicle according to their ideas, which are limited only by technical feasibility.
Remember that Mercedes launched the Manufaktur program in 2015, which consists of a constantly growing range of equipment for selected models of Mercedes-Benz, AMG, and Maybach. The Manufaktur portfolio includes an exclusive selection of materials, colors, and finishes that go beyond standard options and create a highly individualized experience. The focus here is on expanding customization options for customers in the high-end segment.
According to Mercedes-Benz, in this regard, the S-Class will be available starting in 2025 with a variety of new exclusive colors and other Manufaktur options. Through this and other continuous product improvements, the S-Class will remain attractive and competitive throughout its entire lifecycle. A similar expansion is also planned for the Mercedes-AMG sports models.
The popularity of the Manufaktur program has been growing in recent years, and according to Mercedes, it already represents over 30% of vehicles sold in the high-end segment in the first half of 2024. The goal is to expand it to include the S-Class, among other models.
