50 Years of Driving Pleasure
February 28, 2017 | BY Philippine Tatler
In 2017, Mercedes-AMG celebrates its 50th anniversary
Over the course of a half-century, Mercedes-AMG has recorded numerous achievements in motorsport—repeatedly underlining its position as a successful sports car and performance brand. Let’s take a look at how Mercedes-AMG has grown from its founders’—Hans-Werner Aufrecht and Erhard Melcher—humble beginnings as workers at Daimler-Benz, to the expansion of its portfolio.
For each of the company’s 1500 employees, the focus is on the brand promise of "Driving Performance", which unites the core strengths of AMG: cutting-edge technology and a passion for dynamic, emotively appealing products. Because of this, AMG is known for its outstanding engine expertise, which includes the "one man, one engine" philosophy where each engine is handcrafted by one engine builder.
Mercedes-AMG expanded significantly in 2016 as a whole and, at 44.1 per cent growth, it exceeds the best previous-year figures. With 99,235 vehicles delivered, the success story of Mercedes-Benz's sports car and performance brand reached a new level. Unit sales have more than tripled since 2013.
This dynamic growth was made possible by continuous development of the performance models. The strategic broadening of the portfolio in recent years has also led to the successful development of new groups of customers. Now, the company's global success is not solely based on the popular eight-cylinder models of the 63 series. The compact 45 series models, along with the wide range of 43 series models, are also finding favour with many customers.
2016 saw the biggest strategic model initiative in the history of Mercedes-AMG. With over 10 new models added to the product portfolio, starting January 2017 customers are able to choose from over 50 models.
In each category, Mercedes-AMG boasts a comprehensive and impressive product offering: from the most powerful standard-production four-cylinder compact to the sportily elegant S 65 with a superior twelve-cylinder engine, from saloons and estates in many different output classes, to a broad range of SUVs and coupés, to cabriolets and variously configured roadsters.
Its latest release, the 43 series models, has won over a new segment of drivers. The first such vehicles were unveiled by Mercedes-AMG at the Detroit Auto Show two years ago. The 43 series models come with a powerful and efficient six-cylinder engine.
With the Mercedes-AMG GT series, the brand has cemented its status as a highly dynamic sports car company. Following the SLS AMG, the GT models are the second sports car family to be developed entirely in-house. The front mid-engine concept with transaxle and the intelligent aluminium lightweight construction form the basis for a highly dynamic driving experience.
In 2016, AMG added particularly fascinating models to the GT family in the form of the GT R and the two open-top roadster variants, the GT Roadster and the GT C Roadster. That's not all: following the AMG GT C Roadster, the Coupé is also available this year with th e same next-level performance and technology. It is positioned between the AMG GT S and AMG GT R. At the same time, the Mercedes-AMG GT and AMG GT S benefit from visual and technical enhancements.
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