The family of high-performance Mercedes-Benz AMG models is likely to become an even bigger part of the German carmaker’s model offering in Ireland, according to Ciaran Allen, Sales Manager for Passenger Cars, Mercedes-Benz Ireland.

AMG models are designed based on Mercedes-Benz sporting pedigree and successful involvement in Formula 1 and include the AMG43, AMG63. AMG65 and halo models like the AMG GT Coupé, Roadster and GTR.

Demand for models carrying the Mercedes-Benz AMG badge continues to grow with the increase in manufacturing output running in excess of 100,000 units per annum.

Appealing to what Allen says is a ‘younger, sportier market’, the AMG range constitutes one of three ‘sub brands’ being developed by Mercedes-Benz  – others being the Maybach ‘super luxury’ models and a new eco-friendly EQ Electric range. Each one will increasingly develop its own individual and distinctive brand persona.

A four-tiered product programme is planned for AMG, beginning with an AMG Style Line Package. Here in Ireland, this gives E-Class customers an entry into the AMG family with these models costing just €3,000 above the standard E-Class model price.

In line with the trend internationally, Mercedes-Benz Ireland is experiencing what Allen calls ‘a good enquiry level’, reflecting what he claims is ‘the improving situation within our economy generally’. He expects this situation to be reflected in the introduction of an AMG area within dealer showrooms where prospective customers can view models and be dealt with by AMG-trained sales personnel.

Caroline Kidd