40 years of AMG: Anniversary of the Mercedes Car Group Performance Brand

Evolution from a former car tuning company into the performance brand of the Mercedes Car Group
AMG brand claim focuses on top automotive performance
A wide range of models and a steadily growing customer base

Over the past four decades, Mercedes-AMG GmbH has developed from a simple tuning company for premium automobiles to the performance brand of the Mercedes Car Group (MCG). AMG today stands for extremely dynamic, individualized automobiles with a clear brand focus on performance. As a result, AMG endeavors to provide top automotive technology in each of its vehicles and to express its deep appreciation of its customers. With its portfolio of 18 models and a steadily increasing number of customers, AMG is one of the worlds leading high-performance vehicle brands.
AMG  throughout the world, these three letters embody cutting-edge technology, dynamism and exclusivity. The experience of driving an AMG cannot be compared to anything else. After four successful decades, the brand now more than ever symbolizes a unique driving experience. The individual requirements of our customers provide us with motivation in our daily work and will remain our benchmark when developing new automobiles, says Volker Mornhinweg, head of Mercedes-AMG GmbH.

Individualized to suit every taste

Mercedes-AMG GmbH specializes in unique high-performance sports cars, and its product portfolio sporty convertibles, coupes, roadsters, sedans, SUVs and custom-made vehicles can satisfy every customers wishes. In line with this focus, the company opened the AMG Performance Studio last year, thus launching a new offensive for individualized customer communication. In addition to the AMG high-performance automobiles, which are available through the worldwide Mercedes-Benz sales organization, the Performance Studio develops and produces unique AMG vehicles in exclusive, limited quantities.

Dynamic performance tailored to individual needs

AMGs key area of expertise continues to be the development and production of powerful drive systems. The superbly qualified specialists in AMGs state-of-the-art engine manufacturing facility build the powerful and dynamic V8 and V12 engines in line with the highest standards of quality, while always adhering to the traditional philosophy of One man, one engine.

Authentic, unified creations

In all of its details, an authentic AMG demonstrates that it is a unified whole from the very start of the vehicles creation process. It combines the quality, safety and environmental standards that are typical of Mercedes-Benz with the distinctive properties of AMG. In accordance with the innovative power of Mercedes-Benz, AMGs high-performance automobiles offer an impressive array of beneficial innovations and the highest levels of luxury.

Leading with a competitive edge

Over the past four decades, AMGs corporate philosophy has turned the two-man enterprise into a distinctive and world-famous brand. As a wholly owned subsidiary of DaimlerChrysler, Mercedes-AMG GmbH is integrated early on into the strategy and product creation processes of Mercedes-Benz and has full access to the Groups resources. As a result, AMG is a leader in technological development. AMGs brand definition augments the traditional Mercedes-Benz brand values with AMG-specific attributes. Whats more, the centralized pooling of all automotive functions at Affalterbach ensures quick decision-making processes and the rapid and flexible implementation of a diverse range of customer wishes.

Respect for vehicles and customers

With its highly motivated specialists, AMG fulfills another precondition for meeting customer expectations regarding their vehicles. Mercedes-AMG GmbH currently has about 750 employees working at its headquarters in Affalterbach. Like the vehicles they produce, the employees continuously strive to provide the ultimate in high performance. The professional identity of the AMG workforce is also defined by the values of precision and respect. This encompasses not only respect for the vehicles, but also for the customers, whose individual preferences are the sine qua non of AMG.

Fascination as the measure of all things

Through a unique synthesis of emotional and functional attributes, AMG wishes to continuously fascinate its customers. After all, AMGs decades-long experience with motor sports ensures that each vehicle promises to provide not only top-class details, but also outstanding performance.


The history of Mercedes-AMG GmbH

1967 Hans Werner Aufrecht (A) and Erhard Melcher (M) establish AMG. Aufrechts birthplace, Grossaspach (G), supplies the third letter of the company name. The company is housed in the Old Mill in Burgstall, and is officially designated “Engineering Office for the Design and Testing of Racing Engines.”

1971 The first major sporting triumph for AMG: a Mercedes-Benz 300 SEL 6.8 AMG driven by Hans Heyer and Clemens Schickentanz surprises everyone by coming in second in the 24-hour race at Spa-Francorchamps.

1976 The Old Mill in Burgstall has become too small for the company, which now boasts customers all over the world. AMG and its 40 employees move to Affalterbach.

1980 Clemens Schickentanz and Jürg Denzel win the Touring Car Grand Prix at the Nürburgring with an AMG-Mercedes 450 SLC.

1985 The comeback into auto racing: AMG partners Daimler-Benz in its motor racing comeback in the German Touring Car Championship with a 190 E 2.3-16.

1987 Premiere of the Mercedes-Benz 300 E 5.6 AMG. The midrange model is powered by a 265 kW/360 hp V8 engine with all-new four-valve cylinder heads. For the first time ever, a four-door sedan manages to exceed 300 km/h.

1989 AMG is the most successful team in the German Touring Car Championship: Klaus Ludwig and Johnny Cecotto score seven wins.

1990 Plant III is opened in Affalterbach. The company now has a staff of 400 and a cooperation agreement with Daimler-Benz that extends beyond the motor racing sphere.

1991 AMG-Mercedes wins in the team ranking; the most successful driver is Klaus Ludwig. Mercedes-Benz comes out on top in the brand ranking. The DTM has reached the high point in its history, and the races are watched by more than 153 million viewers.

1992 Klaus Ludwig wins the German Touring Car Championship for AMG in a 190 E 2.5-16 Evolution II. AMG-Mercedes is once again at the top in the team rankings, and so is Mercedes-Benz in the brand rankings.

1993 The first vehicle jointly developed on the basis of the cooperation agreement with Daimler-Benz comes onto the market: the Mercedes C 36 AMG. The name AMG is so widely known that the Patent Office registers it as a trademark.

1994 Klaus Ludwig once again wins the German Touring Car Championship for AMG in an AMG-Mercedes C-Class. The U.S. version of Mercedes C 36 AMG is developed and type-approved.

1995 An AMG driver takes the German Touring Car Championship title for the third time, as well as winning the first-ever ITC series. In both cases the driver is Bernd Schneider.

1996 AMG is the runner-up in the International Touring Car Championship with Bernd Schneider. At the Geneva Motor Show, AMG unveils the E 50 AMG and makes the transition from a component plant to a component and vehicle plant.

1997 AMG enjoys an unbroken series of new production milestones: 5,000 units of the C 36 AMG and almost 3,000 units of the E 50 AMG. The successor models, the C 43 AMG and E 55 AMG, are launched following the International Motor Show in Frankfurt. Bernd Schneider in the Mercedes CLK-GTR is the champion driver and AMG Mercedes takes the team title.

1998 A road-going version of the CLK-GTR is built in a limited edition of 25 units. AMG-Mercedes wins all ten races in the FIA GT Championship. Klaus Ludwig and Ricardo Zonta take the championship title.

1999 On January 1, 1999, Mercedes-AMG GmbH commences operations. Some 5,000 vehicles are sold worldwide.

2000 Sales reach a record level of 11,500 vehicles, the most popular model being the ML 55 AMG with over 4,500 units sold. The company participates in the newly established German Touring Car Masters (DTM) with the Mercedes-Benz CLK. Bernd Schneider takes the championship. Mercedes-Benz wins in the manufacturers’ rankings.

2001 18,700 Mercedes-AMG vehicles are sold. The most popular model is the C 32 AMG with around 3,800 vehicles sold. Market launch of the SL 55 AMG. Bernd Schneider defends his title in the DTM; the AMG team is at the top of the constructors rankings.

2002 The number of staff increases to around 580. Market launch of the CLK 55 AMG, E 55 AMG, C 30 CDI AMG, S 55 AMG and CL 55 AMG. AMG-Mercedes comes in first in the DTM team rankings.

2003 Market launch of the CLK 55 AMG convertible, E 55 AMG station wagon, S 65 AMG and CL 65 AMG. Mercedes-Benz wins nine out of ten DTM races. Bernd Schneider wins his fourth DTM championship title. Mercedes-Benz also wins in the team and manufacturers rankings. AMG sells more than 20,000 vehicles in 2003, setting a new record.

2004 Mercedes-AMG now has around 650 employees. Market launch of the models C 55 AMG, G 55 AMG KOMPRESSOR, SL 65 AMG and SLK 55 AMG. A limited edition of 100 CLK DTM AMG units is produced. AMG starts in the DTM with the new C-Class touring car racing models. Gary Paffet becomes the runner-up.

2005 Market launch of the CLS 55 AMG. World premiere of the ML 63 AMG, CLK DTM AMG convertible and Vision R 63 AMG at the 61st IAA in Frankfurt/Main. Two-time Formula 1 champion Mika Häkkinen joins AMG-Mercedes DTM team. Gary Paffet wins the championship; AMG-Mercedes takes the top spot in the team rankings. Mercedes-Benz takes the manufacturers title.

2006 Mercedes-AMG model offensive: presentation of the new high-performance AMG vehicles CL 63 AMG, S 63 AMG, E 63 AMG, CLS 63 AMG, CLK 63 AMG, S 65 AMG, SL 55 AMG, SL 65 AMG, R 63 AMG, and SLK 55 AMG Black Series. Official opening of the AMG Performance Studio. AMG once again wins three titles in the DTM, Bernd Schneider takes the champion title for the fifth time.

2007 AMG celebrates its 40th anniversary. To mark the occasion, the company introduces the CL 65 AMG 40th Anniversary. Market launch of the CL 65 AMG and the CLK 63 AMG Black Series. Mercedes-AMG has around 750 employees. The new AMG-Mercedes C-Class takes part in the DTM.

Related Articles

Back to top button