Sydney – Mercedes-AMG has this week opened a stunning new stand-alone, full-service showroom to showcase its performance vehicle range in Sydney. To be known as AMG Sydney, it is the first dedicated sales-and-service showroom for Mercedes-AMG vehicles in the world, and just the second stand-alone AMG showroom along with a facility opened in Tokyo earlier this year.
The new showroom represents the sports car and performance brand in a discrete architecture for the first time in Australia, and will present customers with an immersive yet approachable brand experience.
Prominently positioned adjacent to the Kingsford Smith Airport domestic terminals, it is well placed to capitalise on the strategic expansion of the Mercedes-AMG product range in recent years and marks another milestone in the performance brand’s sales strategy.
Mercedes-AMG understands the passion Australians have for the performance brand, says Tobias Moers, Chairman of the Board of Management of Mercedes AMG GmbH.
“We are very proud to open our second stand-alone store here in Sydney. It is a great chance to underline the importance of the Australian market to our brand and to ensure that our customers can experience the AMG spirit as well as the ideal service for their car – everything of course Affalterbach approved.”
It is the first time in Australia that customers can peruse both new and pre-owned Mercedes-AMG vehicles alongside a complete vehicle workshop offering full servicing for all AMG models.
Customers will experience the brand universe of Mercedes-AMG across two storeys, with the focus exclusively on the models and themes of the sports car and performance brand. AMG Sydney Dealer Principal Vaughan Blackman promises “a benchmark AMG centre that will offer the best in AMG sales, service, parts and finance”.
A dedicated team has been selected to deliver on this promise and includes an AMG Brand Manager, sales specialists and AMG technicians – all of whom are graduates of the Mercedes-AMG training academy in Affalterbach, Germany.
The opening of the flagship showroom fittingly celebrates Mercedes-AMG’s 50th Anniversary. “AMG Sydney is the result of the vision, hard work, and dedication of a team of people from Australia and around the world,” Blackman says.
He also paid tribute to Australian AMG customers – “without their passion for the brand, this opportunity would not exist.”
The stand-alone Sydney and Tokyo Setagaya AMG centres define the next stage of the globally successful AMG Performance Centres, says Tobias Moers, Chairman of the Board of Management of Mercedes AMG GmbH. These number more than 500 in 40 countries since being launched in 2008 as shop-in-shop showrooms within a Mercedes-Benz dealership.
“Based on the strategic expansion of the product range, we have vigorously pushed ahead with the advancement of the AMG Performance Centres in the last three years. We create an approachable brand experience and establish a link to our motorsport DNA in the 500 retail outlets around the world,” Moers says.
“AMG Sydney defines the next stage of our sales initiative. With it, we ensure exclusive and competent care for existing and potential AMG customers at the point of sale.
“This facility serves as a role model for future stand-alone projects in other major cities, which are already on the drawing board.”
Car dealership architecture with industrial design
The design of the enclosed structure is modelled upon the architecture of the modern AMG building in Affalterbach, Germany, and on the AMG “Driving Performance” brand claim. The highlight of the exterior is an LED façade. During daytime, the white louvres and the diagonal structure provide a dynamic appearance. At night, eye-catching white-red exterior lighting is activated.
Customers and prospects can learn about the latest AMG Performance models and their technological features, the AMG Driving Academy, the AMG Collection, and the involvement of AMG in motorsport on two storeys with a total area of almost 1000 square metres.
A deliberately simplified interior design and focused lighting provide the perfect stage for the sports car and performance models from Affalterbach. The new retail outlet features lounges, a boutique, motorsport exhibits, and consultation areas to provide several appealing places for conversations with customers. The vehicle hand-over area is integrated into the showroom and can be flexibly separated to provide customer privacy if needed.
Flexible use for market launches, media and VIP events
Generous, functional areas permit flexible uses; for example, for market launches or VIP events. State-of-the-art video and audio technology are a given. Customers can configure Mercedes-AMG vehicles to their personal preferences, while a sound counter lets them experience different engine sounds. Large-scale graphics create a close link to motorsport.
The vehicles on display sit on asphalt. The black colour creates an intriguing contrast to the white “arena” on the upper storey. Various road markings transport the racetrack into the showroom and reference the racing roots of the sports car and performance brand.
In 2017, Mercedes-AMG celebrates the company’s 50th anniversary, and focuses on the “Driving Performance” brand promise. This promise and the brand values of Mercedes-AMG are reflected in every aspect of AMG Sydney.
The fascination of motorsport comes to life
The showrooms of all AMG Performance Centres are characterised by a uniform and discrete AMG brand appearance. High-quality materials, exclusive motorsport feeling and the hallmark AMG colours create a special consultation atmosphere.
For example, the fascination of motorsport is expressed in a pit lane scenario with authentic look and feel. An interactive module offers interested visitors the chance to experience the unmistakable engine sound of the AMG models. Targeted training of the AMG sales and service experts conducted by employees from Affalterbach ensures consistent first-class customer consultation and care worldwide.
“The mission of the sales network development at Mercedes-AMG is to bring the fascination of motorsport to the customers’ daily life,” Moers says.
“The aim is to make the wishes of the target group come true in every aspect with vehicles that are thought-out in every detail, and with an equally fascinating brand universe. The perfect customer approach is an increasingly important success factor in this regard. The store based on a stand-alone concept represents a new dimension in the customer approach.”
AMG Sydney opened with a spectacular launch event on Saturday, December 2 – cars on display will include the AMG GT Concept, an AMG GT3 race car and the new king of the Mercedes-AMG performance range, the Mercedes-AMG GT R.
AMG Sydney will open for business on Monday, December 4.