Mercedes-AMG Sales Going UP, But Is Exclusivity Going DOWN? Learn How AMG's Boss Will Keep The Brand Strong

With sales almost at 100,000 units in 2016, Moers said he doesn’t believe there is a tipping point where AMG models become undesirable.

“It’s all about the strategy," said Moers. "We have increased the number of 63 models and we can now exploit 43 models too.”

He added that he could now track customer journeys at AMG: “For some customers, the C 63 is a little too much, so they start with the C 43 and then move up to the 63 – which also gives us the chance to give even more focus to the 63 models.”

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MDarringer - 5/15/2017 8:29:57 AM

0 Boost

It's not a brand. It's a trim level. If you ask virtually anyone what brand the AMGGT is, he will say "Mercedes". Making AMG a brand when in effect they "own" Aston Martin is crazy.

jeffy210 - 5/15/2017 1:10:21 PM

+1 Boost

It really is a marketing ploy, the 450s just got renamed to the 43 AMG. No different now than F-Sport or the M packages on current models. I think the disingenuous thing is that with AMG packages, you knew you were getting body styling or certain parts, but the heart of an AMG was always the hand built engine. The 43s are mass produced but "AMG-tuned" engines. That's my biggest gripe about the name shift.

PUGPROUD - 5/15/2017 2:19:36 PM

+1 Boost

Nice while it lasts for Mercedes but no question the brand will suffer longer term unless Mercedes opens stand alone stores with significantly greater styling differences from run of the mill Mercedes. BMW doing same thing with M cars...not liking it at all.

Dexter1 - 5/15/2017 5:11:07 PM

+1 Boost

The simple solution is to keep raising the prices no matter how many "models" come online. There are millions more status-seeking suckers out there. Me being one of them ...

cidflekken - 5/15/2017 5:33:27 PM

+1 Boost

The "43" AMG's are much more dynamic than the previous "Sport" or higher-trim models (i.e., C400, or E500). So, not just a marketing ploy but real, tangible driving distinctions. Because of that, I don't see the "AMG" badge risking any tarnishing as long as the cars live up to the AMG reputation.
If anything, "Benz" runs the risk of becoming obsolete and/or lose its prestige. Almost every Mercedes class now has 2/3 of its models be Mercedes-AMG (i.e., M-B C300, M-AMG C43, M-AMG C63). I'd like to see Mercedes create another M-B variant in each model line focused on luxury.