As you might expect from a company with engineering at its core, AMG does things in a rather straightforward manner.

Naturally, the launch of the gleaming new Mercedes-AMG GT contained a sprinkling of star dust – Formula 1 championship leader Nico Rosberg made a guest appearance and some fireworks heralded the arrival of the car in question – but there was no disguising the fact that the launch venue was essentially a side road on AMG’s premises in the modest German town of Affalterbach. Earl’s Court this wasn’t.

That’s not to denigrate the event – AMG would rather your focus was purely on the metal. And to reinforce that, it rolled out a collection of its greatest (and most ferocious) cars from the past – the 300 SEL 6.8 AMG racing car that started it all back in 1971, the barnstorming 300 CE 6.0 AMG known as ‘The Hammer’ and the cutting-edge all-electric SLS AMG Electric Drive.

AMG likes to celebrate the employees at the heart of what it does. The company’s founders, Hans-Werner Aufrecht and Erhard Melcher were present and a selection of the current employees were on hand along the road side to savour the moment. The whole 1000-strong work force has been invited to a party this coming Saturday to celebrate the official birth of the Mercedes-AMG GT.