No indoor cocktail hour for the launch of the W04, the newest chassis built by the Mercedes AMG Petronas Formula One team. Instead, Nico Rosberg and Lewis Hamilton spent a morning in photo and video sessions at the track in Jerez, Spain then paused a moment to introduce the car. The team will want the W04 to demonstrate the World Championship credentials of the team personnel and one of the team drivers, instead of the mostly humble performances we've seen over the past three years.
For a division whose sole purpose is to remove the understatement from its parent company's cars, AMG headquarters in Affalterbach, Germany are nondescript. From the outside it might almost be easier to believe that the small complex makes spatulas or spreadsheets, as opposed to some of the world's most luxuriously brutish automotive machinery.
A 45th anniversary isn't one we're used to breaking out the Perrier-Jouet for, but since the anniversary in question happens to celebrate AMG, we'll get some corks flying. The biggest news this year for the in-house tuning arm of Mercedes-Benz is the A45 AMG, representing not just an unexpected end of the pool for AMG to dive into, but an entirely new – and compact – body of water. More than a makeover of the A-Class, it is the first peek at the makeover of AMG as it prepares for the
Mercedes-Benz and its AMG division wanted to thank the two million viewers of its various videos, so it dropped a C63 AMG at the top of the Corkscrew at Mazda Raceway Laguna Seca and recorded it drifting down. The treat was wasn't as sweet as it should have been due to an editor who got a bit too happy with the "Cut" button, and watchers said as much.
The intricate structure of brands and sub-brands in a consolidating global automotive industry is enough to make your head spin. And each major auto group has its own way of organizing itself. Over at Daimler, each of the automotive divisions is considered a sub-brand of Mercedes-Benz. That's becoming even more true for Smart and Maybach, but AMG has been increasingly differentiating itself as a brand on its own.
The project involves the establishment of AMG Performance Centers, a focused advertising campaign and a product-demonstration road show. An initial pilot project will involve seven dealers in California, Florida and New York, but by the end of the year, Mercedes expects that its top 30 dealerships – representing 80% of AMG sales in the US – will sign on to the program. Mercedes will subsidize dealerships on the cost of setting up separate AMG areas within their dealerships and traini
Owners of a Mercedes-Benz AMG model who have access to the brand's Private Lounge website have been notified that a mystery model from AMG will make its world debut at the New York Auto Show in a couple of weeks. The only hint as to what model it might be are a few detail pics and a profile shot of the car cloaked in a sheet. As for what model it could be, World Car Fans suggests that it's likely the AMG C 63, the high-performance version of the new Mercedes-Benz C-Class that was only officially