Tradition and the brand: 45 years of performance and exclusivity

Friday, June 15, 2012

Tradition and the brand: 45 years of performance and exclusivity – the AMG story

1:40 AM 45 years, 45th anniversary, amg, brand, mercedes-amg, mercedes-benz, performance No comments

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AMG – around the world, these three distinctive letters embody automotive high performance, exclusivity and dynamic driving pleasure. In 2012 the company founded in 1967 by Hans Werner Aufrecht and Erhard Melcher is celebrating its 45th anniversary. The image of AMG as the successful performance brand of Mercedes-Benz is reflected in its impressive successes in the world of motorsport and its unique vehicles. Today it is a one hundred percent subsidiary of Daimler AG and is the group's technological spearhead in the high-performance car segment. The AMG brand promise of "Driving Performance" stands for state-of-the-art technology and pure driving excitement.

First cooperation agreement in 1990, integration from 1999

The cooperation agreement concluded between what was then Daimler-Benz AG and AMG in 1990 was followed in 1993 by the C 36 AMG as the first jointly developed vehicle. The gradual integration into the Daimler group began in 1999 and was finally completed in 2005. Today the management of Mercedes-AMG GmbH comprises the members Ola Källenius (43 years of age, Chairman) and Tobias Moers (46 years of age).

SLS AMG as the first independently developed vehicle

Today Mercedes-AMG GmbH is firmly anchored in the development processes of Mercedes-Benz and boasts a unique portfolio of high-performance vehicles. As the first vehicle developed independently by Mercedes-AMG, the SLS AMG super sports car unveiled in 2009 proves to impressive effect the competence and passion which exists at the company headquarters in Affalterbach. The spectacular gullwing model was followed in 2011 by the SLS AMG GT3 customer sports racing car as well as the open-top SLS AMG Roadster. In 2013, the SLS AMG E-CELL will celebrate its market launch: following a decision about production, Mercedes-AMG is working hard and with precision on the exciting super sports car with electric drive.

Six SLS AMG models each with individual strengths reflect not only the ongoing innovative strength of Mercedes-AMG GmbH but also its role as a true trendsetter in the super sports car segment.

AMG Performance Studio for unlimited individuality

Anyone looking for something special will also be able to find precisely what they want thanks to Mercedes-AMG: the AMG Performance Studio develops and produces limited numbers of individual AMG vehicles – a trend which is on the increase. Enjoying an almost legendary status in particular are the exceptionally sporty Black Series vehicles. In response to customer requests, the AMG Performance Studio also produces one-off vehicles to a high level of hand-finished craftsmanship, while at the same time observing the strict safety standards of Mercedes-Benz.

"Best in class" in terms of fuel consumption, emissions, maximum performance and torque
Mercedes-AMG GmbH currently employs a workforce of more than 1000 at its plant in Affalterbach. The professionalism of AMG is defined by its pursuit of high performance, precision and efficiency. Every AMG high-performance car promises to provide outstanding performance, exciting driving pleasure and ultimate quality down to the finest detail. As part of the "AMG Performance 50" strategy, every new AMG model strives to be the market leader in terms of fuel consumption and emissions. Many AMG vehicles currently already enjoy "best in class" status when it comes to consumption, emissions, maximum performance and torque. The new SLK 55 AMG is impressive proof of this: it boasts the world's most fuel-efficient V8 engine featuring the AMG Cylinder Management cylinder shut-off system, a technology inspired by Formula 1.

AMG Driving Academy offering unique driver training and events

The AMG Driving Academy is one of the central pillars of the AMG experience. Whether enjoyment-oriented EMOTION tours, special winter driving training sessions in Swedish Lapland or exciting events on legendary racing circuits such as the North Loop of the Nürburgring – the range of unique driver training sessions and events is even more diverse than ever. A particular highlight is the MASTERS programme, at which participants are able to drive the SLS AMG GT3, the racing version of the gullwing model. Training events take place not only Europe, but also in the USA, China and India.

The 270 AMG Performance Centers in 24 countries are designed not only to appeal to potential AMG customers but also to provide high levels of customer care to existing AMG customers. First-class customer support along all contact points with the customer is a key component of the AMG brand claim of "Driving Performance". The sales rooms of the AMG Performance Centers are characterised by a uniform, independent AMG brand presence. Premium materials, exclusive furniture and the world of colours typical of AMG create an exquisite ambience for conversations with customers. Targeted training of AMG sales and service experts by a coaching partner (obeying a worldwide uniform standard) ensures consistently first-class customer care.

Commitment to motorsport through Formula 1, DTM and customer sport

With its roots seated firmly in motorsport, the AMG performance brand has been at home on the race track for decades – from its position as the most successful brand in the history of the DTM, through to its global commitment to customer motorsport at the highest level with the SLS AMG GT3. Having secured 26 victories and the FIA GT3 European championship, the SLS AMG GT3 was the most successful newcomer in the 2011 motorsports season.

With 167 victories in 345 races since 1988 (as at May 2012), as well as 32 driver, manufacturer and team titles, Mercedes AMG is the most successful brand in the history of the DTM. In 2012 Ralf Schumacher and Jamie Green are competing in the DTM Mercedes AMG C-Class Coupé.
The AMG brand is also represented in Formula 1 in the 2012 season by the MERCEDES AMG PETRONAS team and the engine manufacturer MERCEDES AMG High Performance Powertrains. In addition, AMG has been providing both the Formula 1 Safety Car and the Formula 1 Medical Car since 1996.

22 AMG vehicles ranging from 310 kW (422 hp) to 463 kW (630 hp)

As AMG celebrates its 45th anniversary, the model range is now not only larger and more diverse than ever before, but also tailored to the many different wishes and requirements of customers. The range comprises 22 AMG high-performance vehicles with power outputs from 310 kW (422 hp) to 463 kW(630 hp). The selection of models on offer includes saloons, coupés and SUVs as well as roadsters and also the SLS AMG, the first vehicle developed independently by Mercedes-AMG. Each AMG model is an all-round performance vehicle which excites with unique power delivery, tantalising engine sound, excellent handling and a direct driving sensation. The proverbial exclusivity also comes as standard, as do outstanding quality and precise workmanship. In brief: all AMG models embody the levels of engineering and craftsmanship which are typical of the brand.

An attractive AMG Performance package is also available for a variety of models, enabling the vehicle's dynamism and suitability for race track use to be enhanced even further. Exclusive optional extras from the Performance Studio also allow AMG vehicles to be customised even further ex-factory.