One In Ten Mercedes Sales Are High Performance AMG Models

The AMG badge has typically been reserved for the most hardcore, expensive versions of Mercedes-Benz's best models. However, AMG cars have always been pretty expensive, so Mercedes wanted to give normal people a taste of the AMG life by expanding the brand with a ton of new models. Some AMG diehards think that this model expansion has diluted the brand, and they may have a point. Automotive News reports that AMG sales have continued to go up, and don't show any signs of slowing down. Mercedes will keep pumping out AMGs.
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malba2367 - 12/18/2017 12:43:17 PM

+2 Boost

Not surprising now that what used to be the highest engine variant of each class is labeled AMG. The “real” one man one engine AMG is still a lot more exclusive.

PUGPROUD - 12/18/2017 2:17:42 PM

+3 Boost

Status sells. However M-B's AMG and BMW M's are line extending and watering down the mark to make quick profits. AMG E43, AMG E50 (coming) and AMG E63... come on man, there is only one true AMG amongst this trio!

qwertyfla1 - 12/18/2017 4:56:51 PM

+3 Boost

The best AMG product was the mid 80's Hammer back when AMG was a non-factory rogue builder. Now soccer moms everywhere are driving these things as a blingy status symbol and not for the performance that they were meant to muster. Poserism.

AMG and M cars have become so homogenized and diluted in the pursuit of market cap.

MDarringer - 12/19/2017 7:49:59 AM

+1 Boost

I've had the opportunity to drive an AMG Hammer and it was tremendous.

MDarringer - 12/18/2017 8:09:10 PM

+6 Boost

Translation: AMG has been diluted.

TauronB2G - 12/19/2017 10:26:33 AM

+4 Boost

IMO it’s kinda diluting the brand. Soccer moms are riding around in murdered out matte painted AMG poser mobiles that never go over 70mph. That doesn’t make me want to buy one. At this point I’d take a new E Class with a 6 not a 4 cylinder turbo. With some nice wheels. The AMG suspensions are a little hard for me. Just a Little sport without all that boy racer alcantara and red stitching. Just a nice Benz with good power.

cidflekken - 12/19/2017 11:41:49 PM

+2 Boost

Eh. I don't think it's diluting the brand. It's tough to dilute a brand when 98% of your buyers never knew and still don't know what "AMG" or "M" mean in the first place. To the 2% that do, do you really think that an AMG badge on a "lesser" car would prevent them from buying a true, full-on AMG car? I doubt it.

No matter what you do to try to diversify your product mix, you're going to be accused of diluting the brand. Lamborghini is getting accused of exactly that with the Urus. Benz and BMW were accused of just that decades ago when they first introduced cars like the C-Class and 3 Series hatchbacks (god, those were awful). And even today, Benz and BMW are accused of it with the CLA, 320i, 2 Series, etc. Porsche was accused of it with the Cayenne and Panamera. If I recall correctly, there was plenty of chatter when Ferrari introduced the California.