Mercedes-AMG sold more cars than ever in 2017, exceeding six digits. What is the key to success?
Something was happening in Mercedes, they said in an advertising campaign, and I think it was right… Ever since the star’s brand decided to breathe fresh air and redirect its strategy to lower the average age of its customers, the image of Mercedes It has changed remarkably. And, personal opinions aside, the irrefutable truth is that Mercedes is working for him: he sells more cars than ever, not only Mercedes-Benz but also his sports division, Mercedes-AMG. But how many cars did you sell in 2017? And the most interesting: What is the key to its success?
Historical sales record in the 50th anniversary year of AMG
From the beginning of the second decade of this 21st century, Mercedes decided to bet on a more independent AMG division. Thus, in 2010 launched the first car entirely manufactured by AMG, the Mercedes-Benz SLS AMG. His successor, one way or another, would be a wholly new car that also debuted its name: the AMG GT was the first Mercedes-AMG in history.
Mercedes-AMG has broken records, reaching 131,970 units sold. After itself, apart from the product per se, there is a brutal marketing campaign
After this model, and the differentiation between Mercedes-Benz and Mercedes-AMG as different brands, all those that until then had the last name ‘AMG’ became Mercedes-AMG. Now, just two years after that “birth” and coinciding with the 50th anniversary of the genuine AMG, the division has exceeded for the first time in its history the six digits in sales: neither more nor less than 131,970 units worldwide.
Mercedes, which has ensured that 2017 was the best-selling German premium, beat its historical sales record in 2017. And although the AMG just represent 5.6% of the total, the rise of these compared to the previous year is brutal: a 33% more than in 2016. With several of its leading markets exceeding 40% increase (United States, Germany, and Canada). But not everything is as beautiful as it seems, and that is that, even if Mercedes wants to make us believe it, many of these are not AMG as we understood them until now …
The key to success in sales of Mercedes-AMG: Why are so many AMG sold?
No, the roads do not roll lots of C 63, S 63, absurd G 65 and spectacular AMG GT in all its variants. Although Mercedes does not disclose AMG’s sales by models or give more details about it, it only mentions the excellent reception by customers of the AMG range access. What does this mean? That many of those more than 130,000 units that were sold in 2017 are not authentic AMG as we understood so far, those of the philosophy ‘One man, one engine’ with their hand-mounted propellers. We are talking about the Mercedes-AMG ’43’ with the V6 twin-turbo 3-liter (367-401 hp), which are present in the C-Class, C Estate, C Coupé, C Cabrio, E-Class, E Estate, GLC, GLE, and SLC.
AMG has beaten record sales, yes, but many of those that have been sold are the ’43’ range access, whose propellers are not “authentic” AMG with the philosophy ‘One man, one engine’.
In addition to the above, we can not forget the Mercedes-AMG A / GLA / CLA 45 (whose four-cylinder engines are true to the philosophy ‘One man, one engine’). These engines are more affordable than any of the ’43’ mentioned and the first step to get a genuine AMG. The key to success lies therefore in the possibility of obtaining an AMG more affordable (we no longer have to speak only of figures of 150,000 euros or more). Also in a good marketing campaign in which they are sold and accounted for as such AMGs that until recently were only dominant Mercedes-Benz with an aesthetic package.
Although Mercedes does not make any reference to it, an essential aspect that can not be overlooked: marketing related to success in competition. And it is that, apart from the prestige that supposes the victories and to obtain a worldwide championship, the manufacturers look for a return on their investment that is translated in the street. And surely the brilliant image of AMG in Formula 1, with eight world titles (between drivers and constructors) in the last four seasons, also has a good part of the sales success.