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 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.