AMG sales reached 98,235 units in 2016, but boss Tobias Moers insists the performance sub-brand will retain its desirability

AMG will retain its exclusivity despite its flourishing sales, according to boss Tobias Moers.

With sales almost at 100,000 units in 2016, Moers said he doesn’t believe there is a tipping point where AMG models become undesirable.

“It’s all about the strategy," said Moers. "We have increased the number of 63 models and we can now exploit 43 models too.”

He added that he could now track customer journeys at AMG: “For some customers, the C 63 is a little too much, so they start with the C 43 and then move up to the 63 – which also gives us the chance to give even more focus to the 63 models.”

Mercedes-AMG GT C Roadster review

Mercedes sales and marketing boss Britta Seeger referenced the growth of the mainstream Mercedes family including the compact A-Class as an example of ongoing exclusivity despite more sales. “At the end of the day, I think opening the brand to more customer segments makes us more desirable.

“We are offering the A 43, which has fantastic driving performance for a driver not quite ready for a 63 model.”

Moers is predicting double-digit growth in 2017, having grown by 44% in 2016 over the previous year. In 2016, it sold 98,235 AMG models.

AMG to launch standalone showrooms in Britain

Our Verdict

Mercedes-AMG C 63 Black Series Coupé

The Mercedes C 63 AMG coupé is turned into a Black Series. It’s good, but how good?

Join the debate


15 May 2017
Well if you want to keep exclusivity Moers then you need to start by getting rid of the dreadful, brand devaluing "AMG Line" trim range...

Truly awful. Nothing to do with AMG and appears on every rep C220....

15 May 2017
I didn't bother to change my C250 to a new one as every other car is a C or A class. So I'm loving my new Alfa Romeo Giulia.
Also agree that the AMG Sports pack is ridiculous, it's nothing to do with AMG.

15 May 2017
What the above two just said. With news that the S class is now going to be exclusively AMG line, the letters AMG are becoming meaningless marketing guff

15 May 2017
M sport, ST line and R line pretty devaluing too. Silly really. Although I suppose it adds some much needed cachet to boggo products. But it does devalue the "real thing". Bit like all special editions, done to shift the bulk.

20 May 2017
Wow, the AMG is a powerful brand, just sad about the exchange rate to my local currency

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week

  • Skoda-Karoq 2.0 TDI 4x4
    First Drive
    16 October 2017
    Diesel version of Skoda’s junior SUV is unobtrusive and undemanding, but we’d still go for the silkier petrol version of the Karoq
  • Audi Q7 e-tron
    First Drive
    16 October 2017
    Expensive and flawed but this understated diesel-electric Audi Q7 has a lot to offer
  • Citroën C3
    First Drive
    16 October 2017
    Is the third gen Citroën C3 ‘fresh and different’ enough to take on its supermini rivals? We spend six months with one to find out
  • BMW X3
    First Drive
    15 October 2017
    A satisfying rework of the X3 that usefully improves its handling, cabin finish, space and connectivity to make this BMW a class front-runner again
  • Vauxhall Insignia Country Tourer
    First Drive
    13 October 2017
    Off-road estate is now bigger, more spacious and available with torque-vectoring all-wheel drive, but is it enough to make its German rivals anxious?