Mercedes Puts MANUFAKTUR on the Formula 1 Grid at the United States Grand Prix

Mercedes-Benz is bringing its MANUFAKTUR personalization program to the 2026 United States Grand Prix, connecting its factory tailoring options with the Mercedes-AMG PETRONAS F1 Team through a special race-car livery, driver-selected colors and individualized road cars. The October 23–25 activation will extend beyond the circuit to public displays and experiences throughout Austin.

The appearance gives MANUFAKTUR a prominent platform in its most important market. According to Mercedes-Benz, one in every two Mercedes-Benz Cars vehicles sold in the United States is equipped with at least one MANUFAKTUR option. Austin offers an opportunity to introduce that audience to the program’s broader capabilities, including the more extensive personalization available through Made to Measure.

Driver-Selected Colors

The Mercedes-AMG F1 W17 E PERFORMANCE will feature a dedicated MANUFAKTUR livery, accompanied by coordinated team-garage branding. George Russell and Kimi Antonelli will wear race suits inspired by their preferred colors from the MANUFAKTUR range.

Antonelli selected Steel Blue, while Mercedes-Benz USA identifies Russell’s choice as China Blue (a.k.a. Vintage Blue). Each driver will also receive an individualized Mercedes-AMG GT 4-Door Coupe finished to match his race suit for travel to and from the circuit.

The pairing provides a direct connection between the Formula 1 appearance and the road-car personalization program. Mercedes has not released complete specifications for the driver cars, including their interior combinations or additional bespoke details.

Personalization in the Paddock and Downtown

Guests in the team’s Paddock Club suite will be able to explore MANUFAKTUR colors, materials and tailor-made options. Downtown, the Mercedes-AMG PETRONAS F1 Team Fan Hub will offer a more public introduction, with AMG GT 4-Door Coupes in several MANUFAKTUR colors and live demonstrations of the personalization process.

These displays give the program a physical presence beyond branding on the race cars. For prospective customers, the opportunity to examine finishes and materials should provide a clearer understanding of the choices available when specifying a vehicle.

MANUFAKTUR Across Austin

The citywide program includes South Congress appearances at Joe’s Coffee and Amy’s Ice Cream, where MANUFAKTUR-themed facade treatments will accompany Mercedes-AMG vehicle displays. Amy’s will serve special ice cream flavors in exclusive MANUFAKTUR cups.

At Tecovas, visitors can enjoy a MANUFAKTUR-inspired mocktail and personalize their own hat or a new purchase. Further vehicle displays are planned at the W Austin and through an adidas retail activation at SCHEELS.

The local partnerships extend the personalization theme into settings outside the automotive world. The AMG displays remain the most direct expression of the program, showing different factory configurations on the same model throughout the city.

Building the U.S. Tailoring Business

The Austin activation follows the opening earlier this year of the first U.S. MANUFAKTUR Made to Measure Hub at Mercedes-Benz Studio Los Angeles. It is the second location of its kind worldwide, following the Center of Excellence in Sindelfingen, Germany.

The Los Angeles hub offers individual consultations with product experts, allowing customers to explore materials, finishes and design combinations. It gives the more extensive end of the program a dedicated U.S. setting, complementing the MANUFAKTUR options already offered across the Mercedes-Benz range.

The distinction matters when considering the company’s adoption figures: a vehicle with one MANUFAKTUR option is not necessarily a comprehensive bespoke commission. The Formula 1 weekend brings both levels of personalization into view, using Russell’s and Antonelli’s color selections as an accessible starting point for a broader discussion of what the factory can offer.