HS Hyosung brings Mercedes-Maybach to Seoul Shilla Hotel in premium test-drive push

HS Hyosung The Class, the official Mercedes-Benz partner in South Korea, has wrapped up a Mercedes-Maybach test-drive program at Seoul Shilla Hotel, aiming to deepen luxury car brand experiences among the hotel's upscale clientele.

The company announced Tuesday that it completed the premium Maybach test-drive program, which ran from June 5 to 7 at Seoul Shilla Hotel for Shilla Rewards members and hotel guests.

The program was anchored by a pop-up exhibition space set up at the hotel entrance. HS Hyosung The Class organized the event so customers could explore the vehicles at their own pace within the hotel environment and experience the ride quality and brand value of Mercedes-Maybach firsthand.

Test drives operated on a reservation-only basis, with a professional instructor riding along to explain the vehicle's characteristics and driving feel. Each customer received a one-hour slot, ensuring participants could assess the car's quietness, comfort and interior layout rather than simply viewing a static display.

HS Hyosung The Class has also been rolling out lifestyle programs to strengthen premium customer experiences. On June 4, it held "Masteria Art Tour," a cultural arts program for members of Masteria Club, South Korea's first Mercedes-Maybach membership.

The Masteria Art Tour combined a visit to an exhibition at Hoam Art Museum with a private docent program. Participants responded positively to the format, which brought together art viewing and brand experience, according to the company.

"We designed this program so that customers could experience the unique value of Mercedes-Maybach more deeply within the refined setting of Seoul Shilla Hotel," a company official said. "We will continue to expand premium customer experiences that match the discerning tastes and lifestyles of our clients."

HS Hyosung The Class marks its 23rd anniversary this year. The company currently operates 11 showrooms — including the Maybach Brand Center Seoul and locations in Gangnam-daero, Songpa, Bundang Jeongja, Guri, Anyang Pyeongchon, Yongin Suji, Dongtan, Cheongju, Cheonan and Starfield Hanam. It also runs certified pre-owned vehicle showrooms in Jukjeon, Cheonan and Hanam, and serves customers through 15 service centers nationwide.