Affalterbach/Geneva (CH) – Mercedes-AMG is embarking on a new era: the A 45 AMG will have its world premiere at the 83rd International Motor Show in Geneva, Switzerland. For the first time in the company’s history extending back over more than 45 years, Mercedes-Benz’s performance brand is offering a fascinating high-performance vehicle in the compact class. In addition to the new A 45 AMG, Mercedes-Benz’s high-performance brand will be presenting four other exclusive AMG high-performance automobiles in Geneva, in the guise of the E 63 AMG S-Model, the CLS 63 AMG Shooting Brake S-Model, the SLS AMG Coupé Black Series and the C 63 AMG “Edition 507.” To tie in with the world premiere of the A 45 AMG, Mercedes-AMG will also be announcing its collaboration with Monster Cable Products, a leading US manufacturer of high-end headphones. The collaboration is to be launched with a special product line by the name of “Monster DNA Headphones Inspired by AMG.”
“We are continuing our unique model initiative with our new AMG high-performance vehicles,” states Ola Källenius, CEO of Mercedes-AMG GmbH. “The new A 45 AMG, our first vehicle featuring a four-cylinder turbo engine in the compact class, is representative of the “AMG Performance 50″ growth strategy which was adopted in 2012 with the aim of expanding the model range from 22 to 30 vehicles by the time of our 50th birthday.”
As part of the ambitious “AMG Performance 50” strategy for the future, Mercedes-Benz’s high-performance brand set itself the clear goal of increasing worldwide sales from around 20,000 vehicles to over 30,000 in the next five years. With this initiative, the company from Affalterbach clearly has its sights set on dynamic growth. Numerous new AMG automobiles with highly efficient drives are to be launched, including the newly developed AMG 2.0-litre turbo engine – the most powerful series production four-cylinder turbo engine in the world. With the new A 45 AMG, the top model of the Mercedes-Benz A-Class, Mercedes-AMG is also appealing to new customers: spanning the age range from 30 to mid-40, the target group is younger than the classic AMG clientele to date.
All-wheel drive will also play an increasingly prominent role at Mercedes-AMG, not only on board the new A 45 AMG but also for other AMG high-performance vehicles. This year, the E 63 AMG and the CLS 63 AMG have also become available for the first time with a performance-oriented AMG 4MATIC all-wheel drive system.
In future, the Affalterbach-based company will additionally be responsible for the development and production of all V12 engines of the Mercedes-Benz brand. A further aim of “AMG Performance 50” is the systematic reduction of fleet fuel consumption, with a CO2 emissions level of 200 grams per kilometre targeted for the entire AMG model range by the time of Mercedes-AMG’s 50th birthday. AMG is already best in class in many segments in terms of fuel consumption, emissions, maximum output and torque. The “AMG Lightweight Performance” strategy will see a further systematic reduction of vehicle weight in future. It is also planned to open up new, dynamic markets. A key role will be played here by the AMG Performance Centers, the number of which is to be increased from the current total of 270 Centers in 24 countries to around 350 Performance Centers by 2017.
Mercedes-AMG as the technological spearhead of Daimler AG
The three letters “AMG” embody automotive high performance, exclusivity and dynamic driving pleasure. Founded in 1967 by Hans Werner Aufrecht and Erhard Melcher, AMG’s image as the successful performance brand of Mercedes-Benz is underscored by impressive successes in the world of motorsport and its unique vehicles. Today it is a fully owned subsidiary of Daimler AG and is the group’s technological spearhead in the high-performance car segment. The AMG brand claim “Driving Performance” stands for cutting-edge technology and a thrilling driving experience.
The current model range is larger and more diverse than ever. The range extends from saloons, coupés and SUVs through roadsters to the SLS AMG – the first vehicle to be developed from scratch by Mercedes-AMG. With the AMG 2.0-litre turbo engine in the top model of the A-Class, the first four-cylinder vehicle from AMG is being launched this year. The E 63 AMG and the CLS 63 AMG are now also available as particularly powerful S-Models with the newly developed, performance-oriented AMG 4MATIC all-wheel drive. The launch of these new model variants will offer Mercedes-AMG customers greater scope for individuality than ever before.
Mercedes-AMG is likewise the right address for those in search of something special. The AMG Performance Studio develops and produces individual AMG vehicles and one-off models in exclusive series. For motorsport enthusiasts, the AMG Driving Academy also organises unique driver training events in which participants are able to hone their skills at the wheel in Lapland/Sweden or on legendary race tracks, for example.
Formula 1, DTM and AMG customer sport
Firmly rooted in motorsport from the outset, the AMG performance brand has been at home on the race track for decades – from its standing as the most successful brand in the history of the DTM, through to its global commitment to customer sport at the highest level with the SLS AMG GT3. The AMG customer teams put in a strong team showing in the 2012 season, claiming 43 victories and nine titles. When it comes to Formula 1, AMG has been an official partner for 18 years, and has been helping to ensure that safety is maintained on the racing circuits by providing the Official F1™ Safety Car and the Official F1™ Medical Car since 1996. The MERCEDES AMG PETRONAS Formula 1 team has been competing since 2012. In the 2013 season, Nico Rosberg and Lewis Hamilton will be vying for the world championship in their Silver Arrows.
New collaboration between Mercedes-AMG and Monster Cable Products
To tie in with the world premiere of the A 45 AMG, Mercedes-AMG will be announcing its collaboration with Monster Cable Products, a leading US manufacturer of high-end headphones. The “Monster DNA Headphones Inspired by AMG” are available in a look to match the new A 45 AMG. Their design is tailored specifically to the high-powered four-cylinder compact car: similarly to the interior appointments of the A 45 AMG, the headphones feature high-quality surfaces in carbon-fibre look. The headphones are furthermore available in various A 45 AMG paint colours. AMG logos on the headband round off the common design features and add a defining exclusive touch.
The “Monster DNA Headphones Inspired by AMG” are truly ‘inspired’ on a technical level, too, with a special multi-driver technology enabling a totally new audio experience. The low weight and the particularly soft ear cushions ensure the necessary wearing comfort, even for extensive listening sessions. The special multi-driver technology results in the authentic rendition of music in all frequency ranges – from deep, full bass to crystal-clear treble. The particularly comfortable Advanced Noise Isolation ear cushions block out interfering ambient noise for pure, unadulterated listening pleasure. The dual port technology enables up to five additional headphones to be interconnected. Particularly robust materials are employed in the precision manufacturing process.
In addition to offering Mercedes-AMG interesting platforms for events in the lifestyle area, the collaboration with Monster Cable Products also opens up the AMG high-performance brand to new, trend-oriented and design-focused target groups.