First AMG Performance Centre in the UK launches at Mercedes-Benz World

May 03, 2013

First AMG Performance Centre in the UK launches at Mercedes-Benz World

3.5.13

Wheelsology

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The first AMG Performance Centre in the UK has launched at Mercedes-Benz World in fitting style.

Its launch was timed to coincide with Mercedes-Benz World hosting a Pistonheads Sunday Service - with 600 vehicles and over a thousand guests attending in
a diverse range of performance cars.

Former Formula 1 racing driver and current AMG Ambassador, Karl Wendlinger, marked the occasion by setting a blistering pace as he performed dramatic laps of the Handling Circuits in the new E 63 AMG. Meanwhile, the new AMG Performance Centre hosted two UK debuts - the A 45 AMG and the dramatic new SLS AMG Black Series both appearing for the first time.

The setting for the debuts was perfect - the design of the new AMG Performance Centre is intended to develop an even closer relationship with visitors and customers through a personalised showcase characterised by AMG's brand identity.

The opening of the new AMG Performance Centre complements the range of AMG Driving Experiences. Visitors and customers to the brand centre can now see the latest models and more from AMG in an exclusive atmosphere. Beyond the opening weekend, an impressive selection of cars will always be on display, regularly changing to show the athletic range of models over the course of time. Feature cars will also take special position to capture the fascinating stories and performance that AMG has underneath its belt, that has gone on to make it the fastest-growing performance brand in the UK automotive market.

Also on display and making a link from racetrack to road, was the SLS AMG GT3. An imposing reminder that AMG's credentials are built on motor racing success. The GT3 was designed to win races, just like the cars before it from 1971 when the company took its first victory. And now as it was then, the racers are still developed from the road going versions.

Alongside the cars under the spot-light is a relaxing seating area with a larger than life engine badge on the wall to communicate the 'one man - one engine' philosophy; the manufacturing principle of the powerful hand-crafted AMG engines is brought to life on the screen that furthermore fascinates and captivates the essence of AMG.