Mon, April 16, 2012
Business > Industries

Mercedes-AMG hailed for excellence

2012-04-16 07:37:07 GMT2012-04-16 15:37:07(Beijing Time)  China Daily

Executives and guests of Mercedes-Benz (China) Ltd unveil the new model C 63 AMG at the Shanghai Expo. Photos Provided to China Daily

Nico Rosberg (right, second) from the Mercedes AMG PETRONAS Formula One Team triumphs at the F1 China Grand Prix.

Luxury carmaker celebrates 45th anniversary in style with F1 team win in Shanghai

On April 15, 2012, F1 fans were thrilled as young racing sensation Nico Rosberg took the first pole position and made his debut victory at the Formula One China Grand Prix in Shanghai.

Rosberg's outstanding win was a triumph for the Mercedes-Benz F1 racing team, which has from this year officially adopted the new name of Mercedes AMG PETRONAS Formula One Team, fusing the proud traditions of AMG and the Mercedes-Benz Silver Arrows at the peak of motorsports. The victory also marked the first pole win for Mercedes-Benz since 1955.

"Nico Rosberg and the Mercedes AMG PETRONAS Formula One Team gave the perfect present to AMG to celebrate their 45th anniversary this year with a convincing win in the Shanghai Formula 1 race on Sunday," said Klaus Maier, president and CEO of Mercedes-Benz (China) Ltd.

"Starting from pole position, with flawless driving, a perfect race strategy, and the most powerful engine on the F1 circuit, the Silver Arrows are now the team to beat this season," Maier said.

"Since its entry into the China market in 2007, Mercedes-AMG has won acclamation from enthusiasts of high-performance vehicles as well as social elites."

In 2011, sales of AMG in the China market witnessed a year-on-year increase of 48 percent, making China AMG's third largest market worldwide.

The comprehensive and diverse AMG lineup further cements its leadership position in the high-performance luxury car market.

Night of celebration

As a prelude to the 2012 Formula One China Grand Prix, the city of Shanghai on the night of April 14 held celebrations for Mercedes-AMG as a tribute to the brand's history in world motorsport and the waves it has made to the auto industry.

At the Case Joint Pavilion of Shanghai Expo, the spotlight was on the launch of the new C 63 AMG and C 63 AMG Coup, presented to China for the first time and each underscoring the AMG brand's engineering excellence.

During the "AMG Speed Factory" presentation, guests traveled back in time to relive AMG's legacy and experience the high performance brand's passion and untiring sports spirit.

At the event, special recognition was given to the new F1 W03 - the new Silver Arrow racing car this year, the newly named Mercedes-Benz F1 racing team, as well as the "Gullwing" SLS AMG for demonstrating its reliability and performance for the 17th time on the F1 racetrack as the appointed Official Safety Car.

Today, AMG's legacy and brand philosophy continues to be shared with audiences in China and the rest of the world. Its extensive portfolio, together with an expanding sales and service network and an unchanging dedication to precision and quality, crowns the AMG as the world's leading high-performance luxury vehicle brand.

On the racetrack

Founded in 1967, AMG was named after founders Hans Werner Aufrecht and Erhard Melcher, and Aufrecht's birthplace, Groaspach.

In the early years, Aufrecht and Melcher concentrated on building racing cars and competing in European touring car races.

Their breakthrough came in 1971, when the Mercedes-Benz 300 SEL 6.8 AMG racing car finished a surprising second overall at the Spa 24 Hours endurance in Belgium and won top honors in its class.

This historic victory was followed by countless successes in all forms of motor sports arenas, which set the stage for AMG's voyage into the world beyond professional racing.

By the 1970s, people were beginning to acquire a taste for more exclusivity and individuality in their cars. AMG's experience in racing meant it could deliver outstanding technological achievements and first-class quality, which helped the company quickly make a name for itself and become highly respected.

As demand for refined and tuned Mercedes-Benz vehicles grew, AMG began to receive a steady backlog of orders. As the company continued to grow incessantly, it began attracting customers from all over the world, many of whom were royalty and prominent figures from film, music, sports and business.

The highly specialized requirements of these discerning customers brought about some remarkable challenges that AMG was able to meet by virtue of its expertise.

The signing of the cooperation agreement with Daimler-Benz AG in 1990 marked a key milestone in the history of AMG. This meant that AMG products could now be sold and maintained through Mercedes-Benz's worldwide network of sales and service outlets, further boosting customer demand and recognition of the company.

In 1993, the company unveiled to the world the Mercedes-Benz C 36 AMG, the first jointly developed vehicle made in cooperation with Daimler-Benz AG. In that same year, AMG was recognized by the German patent office as a trademark for its expertise in technology.

A majority stake of the steadily growing AMG was transferred to DaimlerChrysler AG in 1999. In 2005, Daimler acquired 100 percent of AMG's shares, allowing the newly founded Mercedes-AMG GmbH to benefit more from the group's resources and global positioning.

'One man, one engine'

Even after 45 years, second best has never been good enough for the AMG brand, whether on the racetrack or when developing sports cars for consumers.

As an ultra-performance, ultra-luxury and ultra-sporty vehicle brand, AMG lives up to the expectations of every car bearing the Mercedes-Benz logo. During development and production, all AMG products meet the same high quality, safety and environmental benchmarks as every Mercedes vehicle.

From the very beginning, AMG embraced a single philosophy of "One Man, One Engine", which means a single master mechanic handcrafts every AMG V8 or V12 engine according to the strictest standards. This shows an approach of individuality that is perfectly tailored to a discerning clientele of elite achievers and their wish for exclusivity.

Every AMG vehicle exemplifies dynamism, with outstanding power delivery and braking performance, agile handling and vibrant designs. Because AMG drivers truly appreciate the comfort of luxury and the adrenaline rush of acceleration, the brand exudes an effortless air of sportiness.

AMG radiates an unmistakable zest for life, epitomizing a matchless, perfect synthesis of emotion and function that satisfies even the most discriminating tastes.

zhuanti@chinadaily.com.cn

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