Tomorrow Comes Today: Mercedes-AMG Evolving Yet Still Unleashed
Mercedes-AMG brand looks to the hottest rides of the past as it blazes new paths to a new future; with a distinctly new edge and attitude.
Mercedes recently launched a promotional and advertising campaign to kick off new brand positioning and new image for Mercedes-AMG. In one spot, they show a stunning and vivid selection of AMG cars and SUVs. These sharp rides represent mouth-watering eye candy from the 1980s to today. And you hear that rumbling V8. You see the precision of performance in action. And each shot of high-revving, tire-screeching, corner-carving action just jolts your adrenaline. Then they ask: “Are you AMG ready?”
After watching and listening to these dream machines, the answer is obvious: Yes. Always! But, first a follow-up question; ready for what?
The “what” of it all is Mercedes-AMG’s continued commitment and passionate pursuit of exceptional automotive performance. is a look at how Mercedes-AMG is planning to not only stay relevant in the rapidly changing market–but to dominate it.
Mercedes-AMG has evolved. Accordingly the brand’s identity is being modified to meet its needs.
“‘Are you AMG-ready?’ sums up our transformation into a performance luxury brand,” says Philipp Schiemer, CEO of Mercedes-AMG. “We are ready to redefine driving Performance and open up our brand to new target groups. We combine the AMG spirit with the luxury of tomorrow’s lifestyle and will thus further strengthen the fascination for the Mercedes-AMG brand”
It is clear that Mercedes-AMG is deeply dedicated to honoring its heritage. And by that, we mean to continue building high-quality and innovative rides as they always have; yesterday, today, and tomorrow. However, “status-quo” is not really how Mercedes-AMG rolls. When it comes to Mercedes-AMG, they have always been at their best they are when playing to their strengths, pushing limits, and generally shaking things up.
Especially compelling is how M-B showcases some the the brand’s most ambitious, most exciting vehicles; and how these cars and SUVs will inform Mercedes-AMG’s future.
A handful of rides featured in the campaign nicely reinforce this bridge from past to future. Each vehicle varies in model type and era. However, all were groundbreaking for different reasons. And all embody the perfect union of Mercedes-Benz and AMG at their most audacious.
The proof? Here’s the pudding: The e-luxe AMG SLS Electric Drive, the wild Mercedes-AMG G 63 wagen, sleeper agent 1986 Mercedes 300E 5.6 AMG (aka “The Hammer”), and the track-inspired but street legal Mercedes-AMG GT Black Series.
AMG SLS Electric Drive demonstrated that e-mobility could be sexy and savage with a 721 hp sports car. On the other end of the spectrum, the Mercedes-AMG G63 brought versatility, luxury, style, and power to the SUV scene.
Back in 1986, AMG made noise–literally and figuratively–when they dropped a V8 in a midsized E-Class. The Mercedes-AMG 300 E became the revolutionary Hammer. And the Mercedes-AMG GT Black Series houses most powerful AMG V8 production engine of all time.
Tapping into their inherently rebellious side, AMG isn’t going to be tamed anytime soon. Whether it is behind the wheel of an ICE or an electric powertrain, the goal is the same: performance, driving dynamics, and luxury.
While the spot features some of the same old–fabulous people, fast cars, beautiful locales–there is a noticeable pivot to expand their base. By leaning into what makes the cutting-edge Mercedes-AMG so desirable; they are courting a new, younger, and more diverse demo. Mercedes knows that if the new rides are going to be a hit, they need this demographic engaged.
Mercedes-AMG has always been driven by speed, performance, power—and just the right dash of decadence. And that isn’t changing.
Redefining the future of driving performance what compels the brand forward. Whether that is behind the wheel of an ICE or an electric powertrain, the goal is the same. Performance, progress, luxury, and a visceral connection. It is what drives Mercedes-AMG forward. And tomorrow looks really promising through their new point of view.
Photos: Mercedes-Benz/Mercedes-AMG
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