AMG Performance Brand Opens 175 Centers

As a commitment to their customers, AMG is redesigning its marketing concept to improve its every stage of customer relationship, thus offering a more personalized service. This improved strategy will be focused on a total of 15 countries, while reaching 175 AMG Performance Centers.

The showrooms will be characterized by AMG unique brand identity obtained through the use of high quality materials, exclusive furnishings and a palette of colors that is representative for AMG, having its main purpose in creating an exclusive atmosphere for the sales discussion.

Reflecting its car personalization program, AMG's Performance Centers will feature design samples of the available customization options through the form of paintwork and leather samples. Employees too will receive new training in order to achieve the AMG Sales and Service expert status, therefore ensuring that every detail of the delivered service reaches first-class standards.

The training for all the 175 centers will be scheduled in two waves, with comprehensive measures already well underway in markets like Germany, the US, Japan and China. Another key fact in the re-marketing of the AMG brand will consist in a series of AMG Performance Roadshows that will allow around 200 potential customers to experience the world of AMG in more detail.

Mercedes-Benz is also planning to open a $30 million dealership in Manhattan, New York, due to replace its current shop in 2011. Other dealerships will also benefit from this new image change, with Mercedes claiming a $1 billion budget only for the US market.