HS Hyosung The Class holds a private delivery ceremony for the first customer of the new Mercedes-Maybach S-Class at the Maybach Brand Center Seoul in Gangnam-gu, Seoul, on Friday. [HS Hyosung The Class]
HS Hyosung The Class holds a private delivery ceremony for the first customer of the new Mercedes-Maybach S-Class at the Maybach Brand Center Seoul in Gangnam-gu, Seoul, on Friday. [HS Hyosung The Class]

The world's only dedicated Mercedes-Maybach showroom — the Maybach Brand Center Seoul in Apgujeong — has delivered its first new Maybach S-Class to a customer. HS Hyosung The Class plans to go beyond vehicle sales by expanding into dining, culture and travel services to retain ultra-luxury car buyers.

HS Hyosung The Class, the official Mercedes-Benz partner, announced Monday that it held a private delivery ceremony for the first customer of the new Mercedes-Maybach S-Class at the Maybach Brand Center Seoul in Apgujeong-dong, Gangnam-gu, Seoul, on Friday.

The Maybach Brand Center Seoul is a dedicated Maybach hub that brings together vehicle display, sales and maintenance services under one roof. HS Hyosung The Class invited the customer separately ahead of the official delivery to hand over the vehicle.

The first customer also receives benefits from Masteria Club, the exclusive membership program HS Hyosung The Class operates for Maybach owners. The program offers golf and sports activities, members-only dining and exhibition access, and travel and hotel services.

A dedicated concierge center handles membership reservations, inquiries and emergency support. The initiative aims to keep the company in contact with customers even after the sale of an ultra-luxury vehicle.

The new Mercedes-Maybach S-Class now being delivered to customers has undergone the most significant product improvements since the current model's launch.

The most striking exterior change is at the front. The Maybach-exclusive illuminated radiator grille has been enlarged by about 20 percent compared with the previous version. The model also features twin-star headlamps with rose-gold accents and exclusive forged wheels.

The rear-focused interior has also been upgraded, with Maybach Exclusive Nappa leather and dedicated trim, along with power-operated rear comfort doors, executive seats, massage functions and adaptive rear ambient lighting.

Mercedes-Benz Korea officially launched the new Mercedes-Maybach S-Class alongside the new S-Class on Tuesday. The Maybach lineup comprises three models — the S 580, S 580 Manufaktur and S 680 — priced from 317 million won ($228,000) to 407 million won. The full new S-Class range has secured more than 2,500 orders in roughly three months since pre-orders opened in May.

"This ceremony is especially meaningful because it marks the birth of the first new Mercedes-Maybach S-Class customer at the Maybach Brand Center Seoul," an HS Hyosung The Class official said. "We will continue to create special stories with each and every customer — so they can enjoy not just choosing a car, but the entire process of completing their own Maybach, tailored to their personal taste."

Meanwhile, HS Hyosung The Class, which marks its 23rd anniversary this year, operates 11 showrooms including the Maybach Brand Center Seoul, as well as locations on Gangnam-daero, Songpa, Bundang Jeongja, Guri, Anyang Pyeongchon, Yongin Suji, Dongtan, Cheongju, Cheonan and Starfield Hanam. The company also runs three certified pre-owned vehicle showrooms and 15 service centers nationwide.


kwater@heraldcorp.com