Mercedes Hunts Bentley And Aston With New Bespoke Manufaktur Division

Luxury / Comments

You want gold emblems? You got gold emblems!

Mercedes-Benz is changing the name and going all in on personalization for its most expensive models. It used to be called 'designo,' but will now be known as MANUFAKTUR (all caps, very German) and and Mercedes says it's "another step forward to cater to customers' growing desire for more individuality, by enhancing the existing product portfolio with additional exclusivity and luxury: select materials which are predominantly processed by hand, exclusive paint finishes and high-quality embellishments in the interior offer a wide range of options for an individual appearance." This now sounds a lot more like Bentley's Mulliner and Q by Aston Martin personalization divisions.

The company was already offering the MANUFAKTUR label for the G-Class, the options of which were specially made for the divergent off-road vehicle. Now the program will be available for the CLS-Class, S-Class, AMG GT 4-Door Coupe and Maybach S-Class.

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Mercedes
Mercedes
Mercedes

For paint, Mercedes MANUFAKTUR will offer several signature paint finishes including matte, metallic or non-metallic, some of which are from the company's history. Graphite Grey, which went out in the early '60s, is the one you usually see on the 300 SL Gullwing and will be available. Graphite Metallic and Olive Metallic came in the '80s and will be offered again, as will China Blue, which graced the E-Class in the 1990s. Cote d'Azur Light Blue Metallic is exclusive to the CLS while matte finishes include Cashmere White Magno, Kalahari Gold Magno, and Night Black Magno.

Inside these vehicles will be just as special with contrasting colors like MANUFAKTUR Deep White/Black Exclusive Nappa, Pastel Yellow/Black Exclusive Nappa, which was available for the S-Class until 2012, Nut Brown/Black, Truffle Brown/Black or Yacht Blue/Blac. To be sure, these are just some examples, there are plenty more options to spec, as long as it's not endangered.

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Mercedes
Mercedes
Mercedes
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Buyers also get diamond-stitched seats, additional embroidered cushions and special floormats, and if you're really going for it, gold or platinum emblems. Other accents include a two-tone steering wheel and special animations when you unlock the car and open the doors using four LCD projectors embedded in the front and rear doors.

Mercedes says that the MANUFAKTUR label will be extended to other models soon, including AMG, more Maybachs and the EQ brand of electric vehicles. That last part makes a ton of sense considering these will be the luxury vehicles of the future, and more expensive options make more money for the parent.

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Mercedes

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