Mercedes-AMG Aims to Expand Portfolio to 48 Models This Year
Giancarlo Perlas April 3, 2016
Mercedes-AMG targets to expand its portfolio to 48 models. The performance brand aims to achieve that by the end of 2016. Tobias Moers, chairman of Mercedes-AMG, also expects further growth in sales this year.
Currently, Mercedes-AMG has 38 models under its portfolio according to the interview of Moers with Autonews. So that means adding at least 10 to the existing models to achieve the goal. However, the AMG boss hinted that there might be more to that number.
Last year, Mercedes-AMG raised its global sales by 40 percent. That’s 68,875 vehicles sold in 2015 bearing the badge of the Mercedes performance division. Last March, the brand carried on the momentum by increasing its sales to 60.2 percent based on a year-on-year comparison.
The huge demand for Mercedes-AMG vehicles made Mercedes urge dealers to make dedicated showrooms for them. Moers revealed that they are starting to test the idea of stand-alone stores for AMG as well. Due to the feasibility of the concept, he said they are about to open a store in Japan. He added they are already discussing about expanding that strategy in Australia.
Moers claimed a dozen of US dealers have dedicated showrooms for AMG. He is hoping that other dealers, especially those who have strong AMG sales, will adopt the idea too.
Dietmar Exler, the CEO of Mercedes-Benz USA, reminded everyone that having a dedicated showroom for AMG products is non-compulsory. He understands that while the strategy may work with plenty dealers, others might fight it unfeasible.
“It’s voluntary. If dealers want to participate, we’re working with them. We don’t want to force dealers to do that. For plenty of them, it just makes sense,” Exler stated.
