India's affluent consumers are increasingly opting for ultra-luxury vehicles, with Mercedes-Benz's Maybach sub-brand experiencing phenomenal growth. According to Santosh Iyer, MD and CEO of Mercedes-Benz India, Maybach variants now account for almost 50% of all S-Class sales in the country, underscoring a significant shift towards high-end luxury.
Maybach's Strong Performance and Market Position
The demand for Maybach models has propelled India into the top five global markets for the exclusive brand. This is a remarkable achievement given India's relatively smaller luxury car market compared to more established economies. Specific models like the EQS SUV Maybach have demonstrated strong momentum, growing 68% year-on-year between January and September 2026. India also exceeded its allocations for the Maybach SL, highlighting intense local demand.
Mercedes-Benz currently offers four Maybach vehicles in India: the Maybach GLS, Maybach S-Class, Maybach SL 680, and the EQS SUV Maybach.
Personalisation and Sustained Demand Despite Price Hikes
A key driver of this success is the strong appetite for personalisation among India's wealthiest buyers. Mercedes-Benz's bespoke MANUFAKTUR programme, which offers extensive customisation options, contributed to approximately 75% of all top-end luxury vehicle sales in India. Iyer noted that three-quarters of cars sold in this premium segment are customised and individualised.
This robust demand persists even after Mercedes-Benz implemented three price hikes in 2026. The latest increase in October was attributed to currency fluctuations, rising input costs, and shipping expenses. Despite these adjustments, customers continue to gravitate towards higher-specification models, demonstrating strong brand loyalty and a willingness to invest in top-tier luxury.
Overall Sales Growth and EV Momentum
Mercedes-Benz India reported its highest-ever quarterly sales in Q3 2026 and achieved its best-ever January-September sales performance. The company delivered 15,190 new vehicles from January to September 2026, marking an 8% growth over the previous year. Quarterly sales between July and September 2026 reached 5,422 vehicles, a 6% increase from Q3 2025.
The top-end luxury portfolio, including Maybach, accounted for over 25% of total sales penetration and registered a 13% year-on-year growth up to September 2026. The company's electric vehicle (EV) sales also saw a 16% year-on-year increase during the same period, driven significantly by the new electric CLA. Demand for the CLA has outstripped supply, with over 1,000 pending customer orders unable to be fulfilled until March of the following year.
While entry-luxury and core luxury segments also contributed to overall growth, the ultra-luxury Maybach surge stands out as a defining trend in the Indian automotive market.