Click above for a high-res gallery of the AMG Performance Center

In case there was any doubt that demand for big-displacement, high-output machines continues unabated in the face of calls for environmentally-conscious hybrids and a faltering global economy, Mercedes has announced an ambitious expansion of its AMG performance division. Over the course of the next year, AMG will open a whopping 175 new "performance centers" catering to power-mad consumers around the world.

The new outlets will allow an increased level of involvement for AMG customers as Mercedes moves to distinguish the tuning house's offerings as their own brand. Each outlet will be outfitted with matching décor and whatnot, but more importantly, will offer customers a direct line to AMG's performance Mecca in Affalterbach, Germany, and act as a local home base for the AMG Performance Roadshow. The expansion will focus on 15 key markets, including the United States, Japan, China, and of course, its home market of Germany. As if customers needed any more coercion to fall for a fire-breathing Teutonic masterpiece of engineering. Hit the jump for the details.


Affalterbach – AMG, the performance brand within Mercedes-Benz Cars, is establishing 175 new AMG Performance Centers worldwide by the end of next year thus offering a more personalized service to customers. A commitment to first-class service quality at every stage in the customer relationship is one of the key elements of the AMG brand promise of "Performance". This focus on developing an even closer relationship with customers extends to a total of 15 countries. A very special brand experience is also delivered by the AMG Performance Roadshow.

The redesigned sales showrooms of the AMG Performance Centers are characterized by a consistently applied and unique AMG brand identity. Highquality materials, exclusive furnishings and a palette of colours that is representative of AMG create an exclusive atmosphere for sales discussions. An oversized AMG engine badge serves to remind visitors of the company's philosophy of "One Man – One Engine": The assembly of each powerful AMG engine by just one engineer. The individualization options available through the designo programme are also reflected at the AMG Performance Centers in the form of paintwork and leather samples.

The targeted training of AMG Sales and Service experts all over the world through a uniform coaching partner ensures first-class service delivery at every touch-point throughout the customer relationship. A 'hotline' to the home of AMG in Affalterbach also guarantees that the high standards of service expected by AMG customers can be met: Every AMG Performance Center can make direct contact with an AMG expert, should they have any questions about the product or specific configuration possibilities.

AMG Performance Roadshows with exclusive appeal
A special brand experience will be provided by a series of AMG Performance Roadshows. These exclusive events will allow some 200 customers at each of the 175 AMG Performance Centers to experience the world of AMG in more detail. Expert presenters will talk to customers and prospective customers about the history and the fascination of the AMG brand. High-performance vehicles from the current AMG range will be available for intensive test drives; while a display of exclusive vehicles from the AMG Performance Studio, such as the SL 63 AMG "Edition IWC" will serve to underline AMG's expertise in the development and design of extraordinary sports cars.

Training for AMG Performance Centers in two waves
Training for the 175 Mercedes-Benz Sales Partners to become AMG Performance Centers will be undertaken in two waves: While these comprehensive measures are already well underway in the key AMG markets of Germany, the US, Japan and China, AMG is currently preparing the roll-out in further regions.

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