Press Release
AMG, the performance brand within the Mercedes Car Group
AMG - around the world, these three evocative letters embody individuality, dynamism and exclusivity. Over the last four decades, Mercedes-AMG GmbH has evolved from a tuning firm specialising in premium cars to a performance brand within its own right under the umbrella of the Mercedes Car Group.
"Performance" is at the essence of the AMG brand. The workforce delivers top performance, AMG models are the quintessential high-performance cars - and performance shines through in every single aspect of customer relations. AMG's own specific brand values are derived from the brand essence of "performance": "Individual" and "Dynamic", two values which are mirrored in each and every AMG product:
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"Individual": the development and production of new AMG models, technologies and components draws on the wealth of experience and the innovations of fine German handcrafting and engineering - as can be witnessed in the AMG engine manufacturing facility, for example. Here, the powerful V8 and V12 engines are hand-built to the highest standards of quality by highly qualified specialists, whilst adhering to the traditional philosophy of "One man, one engine". The AMG PERFORMANCE STUDIO produces exclusive, small-scale model series such as the CLK 63 AMG Black Series or the CLK DTM AMG Cabriolet, and is capable of accommodating even the most fanciful customer requests, including custom-built one-off models. The brand value "Individual" thereby denotes an approach that is perfectly tailored to a discerning clientele of elite achievers and their wish for exclusivity and exceptionality.
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"Dynamic": every single AMG high-performance vehicle exemplifies outstanding power delivery and braking performance, dynamic handling that thrills, vibrant design, as well as a memorably sonorous acoustic experience. The brand value of "Dynamic" therefore stands for self-assured enjoyment of effortlessly superior sportiness.
AMG's own interpretation of the Mercedes-Benz brand values of "Authentic", "Leading", "Respectful" and "Fascinating" is likewise expressed in its products:
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"Authentic": the singular combination of Mercedes genes and the AMG "DNA" ensures genuine everyday practicality and long-distance comfort despite the supremely dynamic performance. As every AMG is, at the same time, a Mercedes-Benz too, ride and acoustic comfort are subject to the very highest standards, as are the vehicle's endurance and guaranteed long-term performance. The superior performance potential of all AMG products is the direct result of this.
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"Leading": in keeping with the innovative flair of Mercedes-Benz, the high-performance cars from AMG are made to excel by meaningful innovations and perceived quality of the highest order. In doing so, AMG endeavours at all times to live up to the expectations of all vehicles bearing the three-pointed star in terms of robustness and value retention.
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"Respectful": both the AMG high-performance vehicles themselves and the full range of customer services offered satisfy the needs and expectations of the brand's highly discerning clientele. The deepest respect for every customer goes without saying - establishing lifelong customer relations is the much sought-after goal.
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"Fascinating": AMG inspires an air of enthralment with its pre-eminent sportiness and its workshop-built character. Civilised dynamism combined with aesthetic design radiates vitality and a zest for life. AMG epitomises a matchless, perfect synthesis of emotion and function which serves up a genre of motoring indulgence that satisfies even the most scrupulous tastes. These traits all add up to secure lasting enthusiasm for the Mercedes Car Group's performance brand.
Mercedes-AMG has a far-reaching responsibility
Mercedes-AMG GmbH specialises in unique, high-performance vehicles; its sporty saloons, SUVs, coup??????????????????s, cabriolets, roadsters and specially built one-off models constitute a product portfolio which meets its customers' every wish. The highly specialised subsidiary company has overall responsibility for developing the design, aerodynamics, interior as well as the powertrain, engine, suspension, brakes and electronics - right up to granting final approval for production of the complete AMG vehicle. Mercedes-AMG GmbH is also in charge of all marketing and sales-related activities for its products, too.
Early integration in the strategy and product phases
Since its incorporation into DaimlerChrysler AG on January 1, 1999 - and even more so since it became a fully owned subsidiary on January 1, 2005 - Mercedes-AMG GmbH has been able to ensure that it is integrated in the strategy and product phases at an early stage and make optimum use of the Group's resources when needed. New AMG high-performance models are included in the specifications book from the very start of the concept phase and run through all the steps of the development process leading to series-production maturity in parallel to the Mercedes-Benz vehicles. In addition to its own high-tech test rigs, Mercedes-AMG also has access to all Mercedes Car Group test facilities. Furthermore, Mercedes-AMG has its own testing centre at the N??????????????????rburgring race circuit where particularly demanding AMG-specific development and test programmes can be conducted on the circuit's legendary "Nordschleife" - the world's most challenging stretch of racetrack. The end product of the company's development process is always an AMG vehicle that is perfectly tuned in every respect.
During their development and production, all AMG products must meet the same high quality, safety and environmental standards that apply to every Mercedes vehicle. And because every AMG sports car is a genuine Mercedes-Benz too, the comprehensive Mercedes service and warranty cover also applies in full to vehicles with the AMG logo.
Some 750 AMG employees work at the company's Affalterbach headquarters
The strength of Mercedes-AMG lies in its highly motivated employees and the consolidation of all automotive functions in a very compact organisation. This ensures fast decision-making and the ability to quickly and flexibly implement the steps needed to satisfy all manner of customer requests, as proven by the rapid growth of the company's model range. Mercedes-AMG also offers an extensive range of accessories and optional equipment for almost all Mercedes-Benz models.
Some 750 employees currently work at the Mercedes-AMG GmbH headquarters in Affalterbach. All are highly qualified specialists whose commitment to providing the ultimate in high performance and precision is central to their own sense of professional integrity. They are motivated by performance, meaning that they experience every day the essence of the AMG brand at its very purest.
