A German performance offensive in a land down under.
After a record year in 2016, Mercedes-AMG has slated no less than 10 standalone dealerships for Australia to open their doors by the end of year, with Sydney being the first location set to welcome customers. These dealerships will be dubbed AMG Performance Centres, and form part of Mercedes-AMG’s worldwide network of independent dealerships.
Australia is an important market for Mercedes-Benz’s performance arm. Last year, Mercedes-AMG sold more cars in Australia than performance-stalwarts Porsche. That says a lot of the marque’s value Down Under, so it’s no surprise that its expansion included Australia from the outset. And while Porsche maintains 12 dealerships nationwide, Mercedes-AMG’s planned 10 will encroach on their territory. Sydney is slated as the first location, and will likely be followed by Melbourne, Brisbane, Perth, and the Gold Coast.
The first Mercedes-AMG dealership was opened this week in Setagaya, Tokyo, officiated by AMG chief Tobias Moers. He went on to talk about the importance of these dedicated dealerships to the marque’s growth. “The new dedicated store in Tokyo forms the pinnacle of the dealer network and defines the next stage of our sales initiative,” he said. “With it, we ensure exclusive and competent care for existing and potential AMG customers at the point of sale. The store serves as a role model for future stand-alone projects in other major cities, which are already on the drawing board. Another dedicated store will open in Sydney before the year 2017 is out.”
The further expansion of AMG further than what would normally be expected of a performance sub-brand highlights its importance to Mercedes-Benz and Daimler, with the company unafraid to utilise AMG’s know-how on more of their models. The introduction of the AMG Performance Centres in Australia will likely help sales further; And with more AMG performance models on the way (read our previous report here), the AMG Performance Centre experience may just be the final step for AMG to leave a mark that is truly its own.