Mercedes 'AMG Sport' sub brand....

[gIzzE]

This sounds promising.....

Mercedes launches AMG Sport sub-brand | Auto Express

New family of more accessible high-performance Mercs will sit below core AMG models and feature 4WD as standard

Mercedes is following the example of BMW's M Performance and Audi's S ranges with a new line-up of AMG Sport models, designed to bridge the gap between the standard cars and the full-blooded AMG vehicles. The sub-brand will launch with two new models, believed to be the C 450 AMG Sport and the GLE 450 Coupe AMG Sport, at the Detroit Motor Show in January, with further models to be added across the range in due course.

Speaking with Tobias Moers, Chairman of AMG, at the recent LA Motor Show, he told Auto Express that “if the C 63 AMG is Batman, then the C 450 AMG Sport is Robin. The dynamics will be completely by AMG, the steering, the front and rear axle, the handling is all us. It’s a way of bringing the brand closer to the customer.”

Performance and specification details on the first two cars are being held back until closer to the Detroit show, but Mercedes has confirmed that every AMG Sport model will feature “uprated engine output, all-wheel drive as standard and special chassis components and brake systems from the classic AMG models.”

• Read our in-depth Mercedes C-Class review

Expect the C 450 AMG Sport and the GLE 450 Coupe AMG Sport to both feature an uprated version of the C 400’s turbocharged 329bhp 3.0-litre V6 engine with in excess of 360bhp. That still leaves a significant gap to the 469bhp C 63 AMG and 503bhp C 63 AMG S.

"The new Sport models represent a convincing proposition for our customers: genuine sports car technology becomes accessible, appealing to an even broader-ranging clientele worldwide," said Moers. "For all our dynamic growth, we remain true to our brand claim of "Driving Performance"."

There’s no word yet on whether Mercedes will take a leaf out of BMW’s book with high-performance diesel models (such as the X6 M50d) bearing the AMG badge, but it would seem a logical extension of the brand. What we do know is that all AMG Sport models will get distinct styling from more powerful core AMG models.

Mercedes AMG Sport comparison
6
As demonstrated in the above picture, showing the C 450 AMG Sport’s front end alongside the C 63 AMG, the less powerful car will get a single-bar across a distinctive pin grille, while the large ‘nostrils’ in the front bumper will be body-coloured rather than blacked-out.

Since the introduction its first range of compact four-cylinder model, including the A 45 AMG, CLA 45 AMG and GLA 45 AMG, AMG is experiencing an unprecedented level of growth and claims it will hit a new sales record of 40,000 units globally in 2014. "We are proud of these successes, as they provide the basis for the next stage of our growth strategy, which we are now launching," explained Moers. "In the next three years we aim to more than double our total sales for 2013."

 

[Red C220]

That sounds great, I'd love an E400 AMG Sport Estate or similar.

I'd really like a decent petrol performance engine but just don't want the power or running costs of an E63.

My business partner is currently looking at a new Audi S4 Avant and it looks a great car. Almost everything the RS4 can do but much easier to live with. Mercedes currently have nothing that competes at that level.

 

[b1g1an]

Explains why they changed to AMG Line for the looky likeys.

 

[def90cars]

You'd think the brand manager would know its not called the C63 AMG any more.... its call the Mercedes-AMG C63.

 

[C36fan]

That sounds great, I'd love an E400 AMG Sport Estate or similar. I'd really like a decent petrol performance engine but just don't want the power or running costs of an E63. My business partner is currently looking at a new Audi S4 Avant and it looks a great car. Almost everything the RS4 can do but much easier to live with. Mercedes currently have nothing that competes at that level.

if the brakes and many other bits are the same where do you save? Sent from my iPhone using MBClub UK

 

[sjmaxwell]

There will be more "AMG" cars on the road than Mercedes Benz at this rate, further devaluing the AMG moniker IMHO :fail

 

[Giantvanman]

There will be more "AMG" cars on the road than Mercedes Benz at this rate, further devaluing the AMG moniker IMHO :fail

Just bought some AMG badges for my van; the outside front, rear and sides. And bought one of these for under the bonnet. 2pcs AMG AFFALTERBACH Emblems Badge Decal Trim for BENZ C CL CLK CLS E G GL ML S | eBay

 

[sjmaxwell]

Just bought some AMG badges for my van; the outside front, rear and sides. And bought one of these for under the bonnet. 2pcs AMG AFFALTERBACH Emblems Badge Decal Trim for BENZ C CL CLK CLS E G GL ML S | eBay

LOL yep you've got an AMG

 

[Red C220]

if the brakes and many other bits are the same where do you save? Sent from my iPhone using MBClub UK

MPG, servicing and probably £15K - £20K on list when new.

But it's more than that, it will probably be more compliant, less hardcore, easier to live with day to day. Yet have 90%-95% of the performance of a full fat AMG.

I buy new, I'm not particularly interested in used cars. In reality the brakes aren't going to be an expense during my ownership, so it's MPG and capital cost up front combined with what will likely be a more comfortable car.

They will sell shed loads of a model line at this level.

 

[Red C220]

There will be more "AMG" cars on the road than Mercedes Benz at this rate, further devaluing the AMG moniker IMHO :fail

This I find interesting.

In what way are you determining "value" in devaluing?

Or lets it put it another way.

Is your 2005 £10K-£15K worth of AMG in some way more "valuable" than a new £40K E class E220 cdi AMG-Line coupe?

It's all about brand and sales. It's a very good marketing exercise and it's working.

You know you own 5.5 litres of AMG's finest, twice, why do you care how other's "value" what you own?

All I can think of is this is a bit of Hyacinth Bucket creeping in.

 

[nick mercedes]

There will be more "AMG" cars on the road than Mercedes Benz at this rate, further devaluing the AMG moniker IMHO :fail

Almost every new Mercedes seems to be an AMG one, even if it is just the bumpers and the wheels, pile them high and sell (cough) them cheap...

Tescos Value style motoring.

 

[sjmaxwell]

This I find interesting.

In what way are you determining "value" in devaluing?

Or lets it put it another way.

Is your 2005 £10K-£15K worth of AMG in some way more "valuable" than a new £40K E class E220 cdi AMG-Line coupe?

It's all about brand and sales. It's a very good marketing exercise and it's working.

You know you own 5.5 litres of AMG's finest, twice, why do you care how other's "value" what you own?

All I can think of is this is a bit of Hyacinth Bucket creeping in.

Thank you for putting it in purely financial terms, a discussion I wont get into on the forum I'm afraid as that is a completely different discussion and not for a public place to be discussed with strangers!

I was referring to the perceived "brand value" which could be placed on any product and why some are perceived to be higher quality than others, regardless of whether they are or not, such as Sony TV's against LG or Rolls Royce against Ford

 

[sjmaxwell]

Almost every new Mercedes seems to be an AMG one, even if it is just the bumpers and the wheels, pile them high and sell (cough) them cheap...

Tescos Value style motoring.

Not necessarily with the AMG badge on the back (and I've owned a few sport models with the body kits) which is what is proposed now

 

[nick mercedes]

I think they just want to sell more cars, and don't really care about AMG as a exclusive brand, I suppose M-Power and S-Line are sold in the same way, after all the UK car market is just about monthly payments now and pretend brands - Renaults in disguise...

 

[renault12ts]

I think they just want to sell more cars, and don't really care about AMG as a exclusive brand, I suppose M-Power and S-Line are sold in the same way, after all the UK car market is just about monthly payments now and pretend brands - Renault's in disguise...

No I'm not.

 

[Red C220]

Thank you for putting it in purely financial terms, a discussion I wont get into on the forum I'm afraid as that is a completely different discussion and not for a public place to be discussed with strangers!

I was referring to the perceived "brand value" which could be placed on any product and why some are perceived to be higher quality than others, regardless of whether they are or not, such as Sony TV's against LG or Rolls Royce against Ford

I think the main issue is that the vast majority of people can't tell and are not aware that there is a difference between say an E350Cdi E class estate and an E63 AMG estate. More so, they simply don't care.

Those that do understand the difference are on the whole, a small minority or petrol heads. In which case, does it actually matter? Those that know, know.

When AMG started out it was a bespoke shopping list of add on's done as aftermarket bolt on goodies.

You could buy a 560 SEC and have the full widebody kit and Recaro C's fitted and no mechanical modification other than lowering springs.

Or you could also add a 6.0 DOHC V8.

Both were AMG.

Did the car with no engine mods devalue the brand?

Maybe I look at this different as a business owner. Mercedes have bought a brand name and developed it to a degree that it makes their cars more desirable. Something that Mercedes Benz alone used to mean.

IMO the AMG "Brand" was "devlaued" the moment it was bought by Mercedes and commericalised, since then it hasn't changed.

If you want to be special or individual these Brabus now, is what AMG used to be.

As Nick will happily point out, you can "rent" any exclusive AMG car these days after negotiating a hefty discount even an SLS or GT. That's why there are so many of them on the road.

The Brand isn't "devalued" it's been "diluted" but that has more to do with the way the cars are sold, not the way they are labelled or built.

From the outside looking in, It appears Mercedes business model is not to make money from building cars, but rather to make money as a financial institution, lending money to people to buy the car they make.

That makes sound business sense to me, if slapping some AMG badges on the car sells more, who in their right mind wouldn't do it?

It's basically the Louis Vuitton school of marketing. A company that produces plastic bags with price tags that boggle the mind. Do they make most of their money from selling half a dozen £10,000 suitcases to the Beckhams of this world or selling 10,000 £700 shoulder bags to people who see the Beckhams wheeling their £10,000 suitcases through the airport (no doubt which they've probably been gifted by LV for the advertising opportunity).

People want a bit of brand AMG, Mercedes are all too happy to oblige and arrange for you to enjoy it at a very reasonable monthly fee.

Want be exclusive, stand out from the crowd? Well you need to look to another brand these days.

 

[def90cars]

Almost every new Mercedes seems to be an AMG one, even if it is just the bumpers and the wheels, pile them high and sell (cough) them cheap...

Tescos Value style motoring.

"Tesco Value" doesn't exist any more.

 

[nick mercedes]

"Tesco Value" doesn't exist any more.

Just like AMG...

 

[Palmball]

There is definitely some argument in the brand getting diluted, but I wouldn't say 'devalued'. Here's why...

Only today did my neighbour come over to tell me how impressed he was with AMG's new diesel The '220' version at that! Apparently much faster than his remapped 520d (not chipped you understand....as I made the mistake of asking if he'd chipped it).

Now bless him, I didn't have the heart or energy to explain what makes a trim variation different from the two bona fide AMG's he was looking at on my drive. But in all honesty, I don't care. I'm very happy knowing what my car is and I save my enjoyment and meaningful conversations for when I engage with like-minded people who really understand.

So, does my neighbours' view dilute the brand. Well, yes....because as more people are exposed to it, the higher the percentage of general populous that don't understand it. Where before, such people wouldn't have thought twice about those three random letters. Whilst you could argue it's less 'exclusive', to those that really matter (i.e. those who understand and have genuine interest) nothing has changed therefore I can't see how any of this has caused the brand to devalue. I'm sure some may argue otherwise, but I suspect Ferrari isn't deemed a lesser brand as a result of their merchandise sales to the wider population?

 

[markjay]

Everyone's at it... M-Sport, S-Line..