Mercedes-AMG to Introduce 10 More Models and Open Dedicated AMG Showrooms

By Sam Bendall - March 31, 2016

AMG

Mercedes-AMG’s product line expansion will not be be slowing anytime soon, as there are plans for at least 10 more AMG variants by year-end, as well as the opening of dedicated AMG showrooms worldwide.

“We’re going to expand our portfolio to 48 different models by the end of the year,” Mercedes-AMG boss Tobias Moers told Automotive News at the 2016 New York Auto Show.

Mercedes-AMG currently offers 38 individual models with varied body styles including the arrival of the new “43” series. Mercedes-AMG recently announced the GLC43, GLC43 Coupe and C63 Cabriolet at the New York International Auto Show.

The need for more models, according to Moers, is based on strong demand for AMG vehicles worldwide. Last year AMG sold 68,875 cars, which is a 40-percent increase over the previous year.

Increasing production is not the only goal for Mercedes-AMG; they also hope to expand the brand by opening standalone AMG stores in major markets, while encouraging current dealerships to include dedicated AMG showrooms with their stores.

Dietmar Exler, CEO of Mercedes-Benz USA, said Mercedes sees AMG as a key profit center and wants to maximize its potential. Assessing AMG a few years ago, Exler said, “The cars are awesome. The performance is awesome. We didn’t do much to market them.”

That’s apparently changing. Exler said “about a dozen” U.S. dealers already have dedicated AMG showroom areas with a distinct look. Mercedes hopes that dealers with strong AMG sales will follow suit.

“I don’t think it makes sense to go over 100,” Exler said. “It’s voluntary. If dealers want to participate, we’re working with them. We don’t want to force dealers to do that. For plenty of them, it just makes sense.”