Five decades strong
In celebration of its 50th anniversary, AMG continues to represent the sporting spearhead of the Daimler AG by focusing on the brand promise of “Driving Performance.”
This means uniting the core strengths of the Affalterbach-based company: cutting-edge technology, and a passion for dynamic, emotionally appealing products.
The strong first quarter of 2017, AMG’s dynamic growth, was due to the continuous development of the performance models. The strategic broadening of the portfolio also led the Daimler AG’s subsidiary in developing new groups of customers.
The biggest strategic model initiative in the history of Mercedes-AMG was in 2016: with over ten new models being added to the product portfolio, and from January 2017 performance-minded customers are able to choose from over 50 models.
In each category, Mercedes-AMG boasts a comprehensive and impressive selection: from the most powerful production four-cylinder engine in the compact segment to sporty elegant models with a superior twelve-cylinder engine, from saloons and estates in a wide variety of output classes to a broad range of SUVs and coupés, to cabriolets and different types of roadsters.
At the same time, the sports car and performance brand has won entirely new groups of customers with its recently launched 43 series models, which come with a powerful and efficient six-cylinder engine, a special transmission configuration with shorter shift times as well as discrete axle designs and suspensions, powerful brake components, and other visual interior/exterior distinguishing features. These confirm the models as typical AMG vehicles that fully deliver on the brand claim of “Driving Performance” while authentically representing the brand in the respective segments.
The four-cylinder models not only lead their market segment in terms of performance and driving fun, they have reach the youngest ever AMG clientele, which are from 35 to 45 years.
In less than three years, the second sports car series developed completely in‑house has become a family of seven that includes the Mercedes-AMG GT model series, which once again places itself as a sports car brand. Also worth noting are the AMG GT R and the two open-top variants, the AMG GT Roadster and the AMG GT C Roadster, a family that has been enhanced with fascinating models; and the AMG GT Concept that was premiered in Geneva.
In the past few years, Mercedes-AMG has been responsible not only for the development of the AMG V8 engines, but also for the new eight-cylinder family of the Mercedes-Benz brand, which was first developed in G 500 and was launched in September 2015; and for the upcoming new S-Class, which was developed in Affalterbach, underlining the engine-building expertise of the three-letter brand.
AMG also has an outstanding customer sports season last year with the new Mercedes-AMG GT3 in the 24-hour race on the Nürburgring at the end of May. The GT3 racing car drove home the biggest success thus far since the AMG Customer Sports program was founded: with overall victory, pole position, fastest lap as well as further second, third, fourth and sixth placings now on record in the annals of motorsport.
Also in the customer sports program, Mercedes-AMG will keep its foot on the gas in the coming season, with participation of the successful AMG GT3 being extended to the USA. Renowned teams will contest both the highly popular IMSA Series as well as the PWC, the Pirelli World Challenge. The teams will also benefit from optimal support from Mercedes-AMG Customer Racing in the USA.
As part of the strategic broadening of the portfolio to over 50 models, the number of AMG Performance Centers has also undergone huge expansion with over 400 centers in 40 countries, as customers and fans can immerse themselves in the brand world of Mercedes-AMG. These are places where the history of the brand and its DNA can be experienced first-hand.
The next stage in the development of the AMG Performance Centers are the opening of further AMG sales and service outlets with a distinct architecture in Japan, Australia and the Middle East. Complementing the existing global sales network is an independent location, which opened in Tokyo Setagaya in January 2017, spearheading the dealer network and defining the next step in the sales initiative.
The company founded by Hans-Werner Aufrecht and Erhard Melcher has been fulfilling the dreams of performance enthusiasts for 50 years. With its collaboration with Mercedes-Benz, AMG became a wholly owned subsidiary of Daimler AG in 2009, which saw the introduction of the Mercedes-Benz SLS AMG, the first vehicle to be developed entirely by Mercedes-AMG.
Later on, AMG branched into motor racing with the SLS AMG GT3 in 2011, and followed by the introduction of the Mercedes-AMG GT in 2014 and the launch of the 43 series models in 2015, introducing a broader target group to the brand.