50 years of Mercedes-AMG brand values
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.