Mercedes Celebrating 50 Years of Mercedes-AMG Success - OLD and NEW AMG

Celebrating 50 years of Mercedes-AMG success - Footage
Models: Mercedes-Benz 300 SEL 6.8, Mercedes-Benz 300 E 5.6 AMG, Mercedes-Benz SL 73 AMG, Mercedes-Benz CLK DTM AMG Cabriolet, Mercedes-AMG SLS, Mercedes-AMG SLS GT3, Mercedes-AMG A 45 4MATIC, Mercedes-AMG CLA 45 4MATIC, Mercedes-AMG GLA 45 4MATIC, Mercedes-AMG SLC 43, Mercedes-AMG GLC 43 4MATIC, Mercedes-AMG GT, Mercedes-AMG GT R, Mercedes-AMG GT C Roadster, Mercedes-AMG GT Roadster

AMG – these three letters stand worldwide for supreme automotive performance, exclusivity, efficiency and high driving dynamics. The company founded by Hans-Werner Aufrecht and Erhard Melcher in 1967 is celebrating its 50th anniversary in 2017. In the course of this half century, Mercedes-AMG has further consolidated its position as an extremely successful sports car and performance brand with numerous successes in motorsport and the development of unique road-going vehicles. Today, as a wholly owned subsidiary of Daimler AG, the Affalterbach-based company represents the sporting spearhead of the Group. For each of the now around 1600 employees, the focus will be on the brand promise of "Driving Performance", which unites the core strengths of AMG: cutting-edge technology and a passion for dynamic, emotionally appealing products. The basis for this is the phenomenal engine technology of Mercedes-AMG. And the company from Affalterbach has lastingly underpinned its high development capabilities with the two in-house designed sports cars, the SLS AMG and the AMG GT. AMG started into the anniversary year with record figures under its belt, delivering almost 100,000 vehicles in 2016 and thus growing by more than 40 percent while being in the middle of the biggest strategic model initiative in the company's history.

The strong first quarter of 2017 suggests that the barrier of 100,000 units will fall in the anniversary year. This dynamic growth was made possible by continuous further development of the performance models, which are in greater demand than ever. However, the strategic broadening of the portfolio in past years has also resulted in the successful development of new groups of customers. Today, sports car enthusiasts can choose from a large selection of the AMG GT family. Another factor is the worldwide success of the popular eight-cylinder models in the 63 series, and the 45 series models in the compact segment. Because the 43 series models launched on a broad front captivate very many customers and put the modern product range of Mercedes-AMG on a broad, sound basis. The biggest sales markets were again the USA, Germany and China.

"Our strategic expansion of the product range has put us on course for success around the world. With more than 400 Performance Centres, we have also continued our expansion at the point of sales. The 63 series models still constitute our core model series, and delight car enthusiasts around the world. In addition, our sports car series, which was developed entirely in-house, is now available as a broad-based family, to which we will add a four-door variant next year, once more demonstrating our competence as a sports car brand. We will further expand our broad product range with a new product line in the compact segment. In this way we have set the course for continued sustainable growth. It is up to us to not only celebrate the success story of Mercedes-AMG now, but to help shape the performance of the future during one of the most exciting periods of automotive history," says Tobias Moers, Chairman of the Board of Management of Mercedes-AMG GmbH.

Development of new categories of customers through portfolio expansion

2016 saw the biggest strategic model initiative in the history of Mercedes-AMG: with over ten new models being added to the product portfolio, 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. The available technology is among the best on offer in the respective vehicle categories, ranging from optimised rear-wheel drive to state-of-the-art all-wheel drive, as well as from a dual-clutch transmission to a sporty nine-gear automatic transmission.

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