Strengthening its AMG strategy in India further, the country’s largest luxury car maker Mercedes-Benz India launched Chennai’s first and India’s seventh AMG Performance Center at Trans Car India. The inauguration of the AMG Performance Center (APC) in Chennai is a part of Mercedes-Benz’s current AMG network expansion plan to newer markets. The inauguration of 2 AMG Performance Centers in 2 days in Kochi and Chennai also marks the celebration of 50 years of AMG, globally. The inauguration of the AMG Performance Centers in Kochi and Chennai takes the total number of the exclusive APCs to 7 in India.

The launch of the AMG Performance Center in Chennai is aimed to strengthen the customer relationship by offering them an exclusive and customised Mercedes-AMG product experience and unmatched service quality. Mercedes-AMG offers an exceptional brand experience; providing luxury car owners and aspirers the preferred exclusivity. These distinct AMG Performance Centers along with an impressive AMG portfolio comprising 12 models, promises a fascinating brand experience for the existing and potential AMG customers.

Roland Folger, Managing Director & CEO, Mercedes-Benz India commented, “India is an emerging market and performance car segment has an immense growth potential in the country. We are experiencing increased interest among the discerning customers for an AMG vehicle, not only from the key metro cities but from the non-metros as well. With the inauguration of the Chennai AMG Performance Center, we further reinforce our commitment to connect with our potential customers, who seek the thrill of performance driving and the unmatched exclusivity that is associated with an AMG. The AMG Performance Center will attract ardent performance car enthusiasts, where they can choose from our vivid AMG car portfolio for the ultimate driving experience.”

Elaborating further Folger said, “With the recent launch of the AMG GT R and the GT Roadster, Mercedes-AMG now has expanded its performance car portfolio in India to 12 products and leads the segment by holding a significant market share. The AMG Performance Center in Chennai will serve as a right place for performance car enthusiasts to experience and discover their much aspired AMG model, concept and accessories for an unparalleled driving and ownership experience. The inauguration of an APC in Chennai also underlines the importance of Chennai market, which has been a key market for both Mercedes-Benz and AMG products.”

Key Highlights of the Chennai AMG Performance Center:

  • Full dry wall construction as per the global standard of AMG Performance Center
  • Dynamically flowing room, integrating free-form dry wall structure to demarcate the spaces with right angles are broken up, constantly producing new visual connection and slight lines along a fascinating spatial choreography
  • The Regupol flooring with tyre marks, kerbs and Pit lane marking immediately bring to mind the world of motor sport
  • The Shagpile carpet to create a pleasant atmosphere and improves the quality of the visit
  • Large textile graphics give an emotional and passionate look to the entire area for passionate enthusiasts
  • The interactive sound module is a guaranteed goosebumps and the passionate performance enthusiasts can experience the distinctive features of the entire AMG vehicle – the sound
  • Exclusive boutique and accessories area with mannequin displays

The Chennai AMG Performance Center is characterized by a consistently applied and unique AMG brand identity. The facility boasts of three exclusive AMG car display and two dream cars display and provides complete AMG Brand Experience by the exclusively trained product specialist & the product display and demonstration. The AMG Performance Centers have their own distinct branding and focus on the AMG performance brand, AMG products and concepts, as well as the individualization options which will create a bespoke and immersive brand experience for the valued customers of Chennai.

AMG Performance Centers

The AMG Performance Centers are the key pillars of the Mercedes-AMG growth strategy in India and offers unique experience to AMG customers and performance driving enthusiasts. The AMG sales and service experts ensure first-class service delivery at every touch-point throughout the customer relationship life-cycle, through a rigorous and uniform global training program. Globally, the AMG Performance Centers are central pillars of the AMG growth strategy. These 400 + touch points, which have been part of the Mercedes-Benz distribution network since 2008, create optimal market reach for the brand.


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