Mercedes-Benz is expanding its MAR20X retail concept across its sales and service network in Turkey. Introduced in 2020, the concept has received increased investment since 2023 and brings sales, customer service, digital tools, and showroom design together in a more flexible, personalized experience.
MAR20X is designed to make each customer’s visit more seamless, whether they arrive for a vehicle consultation, a service appointment, or a new-car handover. Mobile advisory services and private meeting spaces support this approach, while digital applications help staff coordinate customer interactions.
How the MAR20X showroom experience works
MAR20X adapts showroom spaces to customers’ interests rather than relying on a single fixed layout. Private meeting rooms can be transformed at the touch of a button into spaces inspired by models such as AMG, Maybach, and the G-Class. Vehicle displays can also be arranged in response to customer preferences, creating a more focused setting for discussing specific models.
The concept combines these physical spaces with digital coordination. Welcome Assistant tracks customers who arrive with or without an appointment, helping staff manage waiting times and consultations. When a customer with a service appointment arrives, the relevant advisor and Star Assistant can see the information immediately and prepare to welcome them.
Mercedes-Benz targets 70% MAR transformation by the end of 2026
Mercedes-Benz Otomotiv Executive Board Chairman Şenol Bayrak described MAR20X as a broader transformation of the customer experience, rather than simply a renovation of retail locations. The approach brings together physical environments, digital technology, and customer communication under one service concept.
Bayrak said the company aims to reach a 70% transformation rate across its MAR investments by the end of 2026. He cited Koluman Göztepe as a prominent example of the vision, with the site combining updated retail spaces and specialized brand experiences.
Koluman Göztepe brings AMG and Maybach together
Koluman Göztepe is Turkey’s first MAR Luxury Plus transformation. It brings AMG and Maybach together under one roof, houses the country’s second AMG Performance Center, and is the first sales location in Turkey to include a Maybach Lounge.
Both areas follow a “Shop-in-Shop” format, with distinct designs that reflect each brand’s identity. The AMG Performance Center features video walls made up of at least eight screens and sound systems selected to complement the character of AMG engines. The Maybach Lounge uses dedicated flooring, wall finishes, furniture, and interior design to create an environment tailored to the brand.
As the MAR20X rollout continues across Turkey, Mercedes-Benz aims to establish a total of three Maybach Lounges and 10 AMG Performance Centers.
A personalized handover for new Mercedes-Benz vehicles
Koluman Göztepe’s Handover Experience area gives customers a dedicated place to get acquainted with their new vehicle. Rather than treating delivery as a routine transaction, the space allows customers to explore their vehicle’s features as part of a tailored brand experience.
Delivery details can be personalized according to the vehicle model, and digital screens display welcome messages created for each customer. These touches make the handover a distinct part of the ownership journey, connecting the showroom visit with the customer’s first experience of the new car.
What makes the MAR20X concept distinctive?
MAR20X combines adaptable meeting spaces, model-specific brand areas, digital arrival coordination, and personalized vehicle delivery. At Koluman Göztepe, the concept also brings AMG and Maybach experiences together while preserving the separate design character of each brand. Mercedes-Benz plans to continue expanding this integrated retail approach as it works towards its 2026 transformation target.
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