50 years of Mercedes-AMG brand val­ues

Kuwait Times - - BUSINESS -

Renowned for its cut­ting-edge tech­nol­ogy and pas­sion for dy­namic, emo­tive prod­ucts, Mercedes-AMG stands world­wide for out­stand­ing en­gine ex­per­tise and devel­op­ment. Its brand pledge of 'driv­ing per­for­mance' il­lus­trates the pas­sion and in­ner drive of all em­ploy­ees to ques­tion the sta­tus quo, push the bound­aries of what is pos­si­ble and to fa­cil­i­tate intensive driv­ing ex­pe­ri­ences for the cus­tomer with dy­namic per­for­mance cars.

Mercedes-Benz and Mercedes-AMG com­ple­ment one an­other per­fectly: AMG ben­e­fits from the clas­sic Mercedes val­ues such as safety and com­fort, and Mercedes gains more sporti­ness from AMG. With the widely ex­tended prod­uct port­fo­lio, Mercedes-AMG is happy to face the com­pe­ti­tion from the per­for­mance brands of ma­jor au­to­mo­tive man­u­fac­tur­ers and from the clas­sic sports car brands alike. The brand pledge of Driv­ing Per­for­mance em­bod­ies much more than the pure power of the ve­hi­cles.

It also de­scribes the in­ner drive al­ways to strive for peak per­for­mances, which makes the em­ploy­ees in Af­fal­ter­bach in­ex­tri­ca­bly linked with the cus­tomers all over the world. The will to go the ex­tra mile and ex­plore the lim­its at any cost ex­em­pli­fies this. That was al­ready the case in 1971, when the 300 SEL 6.8 AMG achieved its unimag­in­able vic­tory at the 24-hour race in SpaFran­cor­champs. And that is still true to­day, as ev­i­denced by mod­els with full-blooded mo­tor­sport tech­nol­ogy, and con­tin­ues into the fu­ture, when AMG will pro­vide a tan­gi­ble ex­pe­ri­ence of For­mula 1 rac­ing for non-rac­ers as well.

Su­pe­ri­or­ity, in­ten­sity and char­ac­ter help shape the Driv­ing Per­for­mance. This also char­ac­terises the ac­tions and can be ex­pe­ri­enced by the cus­tomer - in the ve­hi­cle, dur­ing the brand ex­pe­ri­ence in the Driv­ing Academy or in the com­mu­ni­ca­tion. For the cus­tomer, this re­sults in an intensive ex­pe­ri­ence for all the senses. The stan­dard there­fore is to make in­tense brand ex­pe­ri­ences pos­si­ble that linger.

400 per­for­mance cen­ters

A fur­ther key to the success of MercedesAMG is the par­tic­u­larly intensive cus­tomer care. The more than 400 AMG Per­for­mance Cen­ters in 40 coun­tries play an im­por­tant role in this re­gard. This is where cus­tomers and fans im­merse them­selves in the brand en­vi­ron­ment of Mercedes-AMG. The his­tory of the brand and its DNA can be ex­pe­ri­enced first-hand, for in­stance through the un­par­al­leled qual­ity of the cus­tomer sup­port and ad­vice from the trained AMG sales and ser­vice ex­perts.

An­other cen­tral com­po­nent of cus­tomer sup­port is the online AMG Pri­vate Lounge. Launched in 2006 for US cus­tomers, it was ex­panded in­ter­na­tion­ally in 2009 and brought an in­ter­na­tional di­men­sion to the of­fi­cial AMG Brand Com­mu­nity. The online plat­form in­vites AMG own­ers to share their pas­sion for the brand with other AMG en­thu­si­asts. In­side knowl­edge, di­rect con­tact with Af­fal­ter­bach, exclusive events and op­por­tu­ni­ties to com­mu­ni­cate and ex­change ideas cre­ate a tan­gi­ble brand ex­pe­ri­ence.

The com­mu­nity spirit is fur­ther strength­ened by highly exclusive events only for Pri­vate Lounge mem­bers and the shared brand ex­pe­ri­ence. At present the AMG Pri­vate Lounge Com­mu­nity has an ac­cred­ited mem­ber­ship of 55,000 world­wide. No other car man­u­fac­turer of­fers any­thing com­pa­ra­ble.

AMG driv­ing academy

At the AMG Driv­ing Academy cus­tomers ex­pe­ri­ence the fas­ci­na­tion of the AMG brand in a thrilling way. It of­fers driv­ing ex­pe­ri­ences and train­ing ses­sions for in­di­vid­ual re­quire­ments, giv­ing cus­tomers the op­por­tu­nity to be­come ac­quainted with the po­ten­tial of a Mercedes-AMG and si­mul­ta­ne­ously in­crease their han­dling safety on roads and race tracks.

Dur­ing AMG RACE­TRACK train­ing, the par­tic­i­pants de­velop their driv­ing skills un­der the in­struc­tion of coaches ex­pe­ri­enced in rac­ing and with the aid of data record­ing and video analy­ses. They are coached by top in­struc­tors - in­clud­ing rac­ing greats like Bernd Sch­nei­der and Karl Wendlinger or train­ers ac­tive in mo­tor­sport's long-dis­tance and rally series, such as Jan Seyf­farth and Hannes Danzinger.

Mercedes-AMG Per­for­mance Cen­tre in Kuwait

Driven by high de­mand for AMG prod­ucts and the need to pro­vide a more per­son­al­ized ser­vice for its driv­ers in the re­gion, the Mercedes-AMG Per­for­mance Cen­tre in Kuwait was opened as an ex­ten­sion of Al­bisher and Alka­zemi's MercedesBenz showroom in Shuwaikh. The 550 square me­ters Cen­tre is the first fa­cil­ity cater­ing ex­clu­sively for Mercedes-AMG ve­hi­cles in Kuwait.

Com­ment­ing on the Per­for­mance Cen­tre in Kuwait, Mo­hammed Ab­dul Rah­man Al­bisher, Direc­tor and Michael Ruehle, CEO of A R Al­bisher and Z Alka­zemi Com­pany said: "An AMG ve­hi­cle is not only a prom­ise of first class per­for­mance, but also first class ser­vice. Our AMG spe­cial­ists are fully trained and highly knowl­edge­able, en­sur­ing all cus­tomers re­ceive the per­son­al­ized con­sul­ta­tion they de­serve. It's a great op­por­tu­nity for car en­thu­si­asts to come and see the new col­lec­tions and ex­pe­ri­ence the AMG brand be­yond the en­gine per­for­mance, and we en­cour­age any­one who would like to speak with our team to visit the Cen­tre." The Mercedes-AMG Per­for­mance Cen­tre is linked to Mercedes Kuwait showroom in Shuwaikh.

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