Posted Apr 24th 2012 10:30AM
The intricate structure of brands and sub-brands in a consolidating global automotive industry is enough to make your head spin. And each major auto group has its own way of organizing itself. Over at Daimler, each of the automotive divisions is considered a sub-brand of Mercedes-Benz. That's becoming even more true for Smart and Maybach, but AMG has been increasingly differentiating itself as a brand on its own.
Not only have the bulk of Daimler's motorsport operations been rebranded as AMG and brought closer to their counterparts, but the SLS stands apart as the first AMG-only product in the company's history. And now the performance brand from Affalterbach has inaugurated its first dedicated dealership.
Situated at the high-end Sanlitun Village shopping mall in northern Beijing, the AMG Performance Center is unique from any of the other 195 AMG dealerships already operating in 18 countries around the world in that it is a stand-alone shop, not a corner of an existing Mercedes-Benz showroom. It encompasses 381 square metres of floor space on two levels, which Daimler chose as the location to unveil the new G63 AMG. Scope it out in the press release beyond the jump and the high-resolution images in the gallery.
Related GalleryAMG Store Beijing
AMG Performance Center in Beijing as first "stand alone" store: AMG shows its colours in the Middle Kingdom
Apr 22, 2012
Affalterbach/Beijing – With the inauguration of the Beijing Sanlitun AMG Performance Center, Mercedes-AMG is breaking new ground. For the first time, the new store represents, exclusively, the AMG brand world; this makes it unique anywhere in the world. The AMG Performance Center in the Sanlitun Village North luxury shopping mall is situated at an exclusive top location in the centre of the Chinese capital and reflects AMG's pioneering role in design and technology in a modern setting. Today, 22 April 2012, the world premiere of the G 63 AMG takes place at the AMG Performance Center Beijing Sanlitun.
Since 2008, 195 AMG Performance Centers have been inaugurated in 18 countries all around the world. Unlike the previous ones, though, the new store in Beijing is not integrated in a Mercedes-Benz dealership as a shop-in-shop. Instead with the so-called "stand-alone" concept, the focus is placed exclusively on products and themes of the AMG high-performance brand.
"With this new AMG Performance Center in Beijing we hope to be able to attract and care for current and potential AMG customers. Here in Sanlitun Village North we enjoy a premium location, one where customers and all those interested can experience our brand claim "Driving Performance" intensely. The new store will act as an example for future "stand-alone" Performance Centers which are planned for other metropolis", says Ola Källenius, chairman of the Board of Management of Mercedes-AMG GmbH.
The AMG Performance Center in Beijing Sanlitun fascinates and captivates through its interior and exterior architectural concepts. The store, designed in an avant-garde style, is absolutely one of a kind and is primarily oriented towards customer contact, customer information and appreciation.
On two levels and a total surface area of 381 square metres, actual and prospective customers can inform themselves about current AMG High-Performance vehicles and their technological achievements, about the AMG Driving Academy, the AMG Collection and AMG's involvement in motor sports. In similar manner to the sample room in the AMG Performance Studio in Affalterbach, they can also experience first-hand the virtually unlimited individualisation possibilities there are: the great wealth of paint finishes and leather trim colours can be experienced both visually and haptically with the help of samples specially created for the store.
Pride of place is taken by the motor sports history of the enterprise, which celebrates its 45th anniversary in 2012. Exclusive AMG cooperation partners are also represented by unique items: Santoni and IWC present their select editions and exhibits. An exclusive Customer Lounge for consultations with customers on the upper level invites visitors to linger.
Flexible possibilities of use for market launches, press and VIP events
Generously-dimensioned, functional surfaces allow for flexible uses, e.g. market launches, press conferences or media-effective VIP events as exclusive highlights. Naturally, it goes without saying that the Center is equipped with the most advanced video and audio technology. A sober, yet highly exclusive material language supports the concept of premium value and elegance: the wall covering on the lower level, for instance, is made of white, high-gloss glass. The AMG themes are presented in a series of niches, while a screen integrated in the wall surface informs or entertains.
The staging window with integrated turntable offers a place for the presentation of highlight vehicles. Floors of highly-polished black granite create an exciting contrast to the shining white wall behind. Customised furniture together with the entire decoration thus combine to create the ideal setting for the AMG brand world. A lift allows customers access to the parking places in the underground garage located directly below the Store. Numerous AMG vehicles are available there for spur-of-the-moment test drives.
Sanlitun Village North, the perfect location in Beijing
There were several convincing reasons to choose Sanlitun Village North as the location for the AMG Performance Center: the luxury shopping mall is seen as a particularly attractive downtown area by the inhabitants of this metropolis and by tourists as well. Numerous automotive and non-automotive brands have established themselves in the direct vicinity of AMG. The great amount of passers-by here means a high visitor flow can be expected. In this lifestyle-and-luxury environment that at night becomes a show mile for trend-conscious, affluent Beijing residents, the first stand-alone AMG Store is sure to be the talk of the town.
The extraordinary architectural concept itself intrigues: the vehicles offered, the exhibitions and the very atmosphere itself invite one to linger and seek information. Thus an impressively eye-catching close-up and remote effect of showroom and show window is created, one which makes the AMG Performance Center Beijing Sanlitun both a business card for the brand and at the same time an exclusive sales point for the high-performance vehicles from Affalterbach.
195 AMG Performance Centers inaugurated in 18 countries
The 195 AMG Performance Centers opened in all the central markets optimise individual customer communication. First-class customer support along all contact points with the customer is a key component of the AMG brand claim "Driving Performance". This commitment to the intensification of customer relations currently extends to 18 countries. A brand experience of a very special kind is made possible by the AMG Performance Roadshow.
The sales rooms of the AMG Performance Centers are characterised by a uniform, independent AMG brand presence. Premium materials, exclusive furniture and the world of colours typical of AMG create an exquisite ambience for conversations with customers. A larger-than-life AMG engine badge communicates to the visitor the "one man – one engine" philosophy, the manufacturing principle of the powerful hand-crafted AMG engines. And in the AMG Performance Centers the individualisation possibilities of the designo programme can be found in colour charts and genuine leather samples.
Targeted training of AMG sales and service experts by a coaching partner (obeying a worldwide uniform standard) ensures consistently first-class customer care. In addition, the hotline to Affalterbach guarantees excellent advice quality for the more demanding AMG customers: every AMG Performance Center can establish a direct communication with an AMG expert to deal with any questions that may arise concerning a product or configuration possibilities.
AMG Performance Roadshow with a particularly exclusive flair
The AMG Performance Roadshow provides a particularly special brand experience: this unique event enables the world of AMG to be experienced by up to around 200 customers in one of 195 AMG Performance Centers. Qualified staff bring customers and those who share an interest in the brand closer to the history of and fascination for all things AMG. The latest AMG High-Performance vehicles are also available for intensive test drives.