AMG inaugurated first dedicated showroom


AMG Performance Center in Beijing as first “stand alone” store: AMG shows its colours in the Middle Kingdom.

With the inauguration of the Beijing Sanlitun AMG Performance Center, Mercedes-AMG is breaking new ground. For the first time, the new showroom represents, exclusively, the AMG brand world; this makes it unique anywhere in the world.

The AMG showroom in the Sanlitun Village North luxury shopping mall is situated at an exclusive top location in the centre of the Chinese capital.

Since 2008, 195 AMG Performance Centers have been inaugurated in 18 countries all around the world. Unlike the previous ones, though, the new store in Beijing is not integrated in a Mercedes-Benz dealership as a shop-in-shop. Instead with the so-called “stand-alone” concept, the focus is placed exclusively on products and themes of the AMG high-performance brand.

“With this new AMG Performance Center in Beijing we hope to be able to attract and care for current and potential AMG customers. Here in Sanlitun Village North we enjoy a premium location, one where customers and all those interested can experience our brand claim “Driving Performance” intensely.
The new store will act as an example for future “stand-alone” Performance Centers which are planned for other metropolis”, says Ola Källenius, chairman of the Board of Management of Mercedes-AMG GmbH.

On two levels and a total surface area of 381 square metres, actual and prospective customers can inform themselves about current AMG High-Performance vehicles and their technological achievements, about the AMG Driving Academy, the AMG Collection and AMG’s involvement in motor sports. In similar manner to the sample room in the AMG Performance Studio in Affalterbach, they can also experience first-hand the virtually unlimited individualisation possibilities there are: the great wealth of paint finishes and leather trim colours can be experienced both visually and haptically with the help of samples specially created for the store.

Pride of place is taken by the motor sports history of the enterprise, which celebrates its 45th anniversary in 2012. Exclusive AMG cooperation partners are also represented by unique items: Santoni and IWC present their select editions and exhibits. An exclusive Customer Lounge for consultations with customers on the upper level invites visitors to linger.