AMG plotting volume increase

AMG boss Tobias Moers is plotting a significant increase in the Mercedes-Benz owned performance-car builder’s volume. The details of the initiative are not public but Moers says more will be clear soon. Perhaps as soon as next week.

Moers talked about AMG’s growth at last week’s launch of the new Mercedes-AMG GT S at Laguna Seca in California (USA) last week. In introducing the car, he drew reference to AMG’s growth and its potential to expand further.

In 2013 the company built around 32,000 cars. In 2014 Moers says the company will build “far in excess of 40,000”.

“Our entry models into the world of AMG sell like hotcakes. Worldwide, we already achieved record results last year and we want to follow up on those… Today I will only say this much; we will meet like we do today more often in the future,” Moers said referencing the launch of the new model.

Later in a round table with Australian media, Moers intimated a significant change in AMG’s volume was just around the corner.

“It’s the wrong week to be talking about the changes,” he said.

Moers did confirm the increases were not related to Mercedes-Benz’s decision to launch a Mercedes-Maybach brand to target the luxury and custom end of the auto marketplace. The first Mercedes-Maybach, an extended wheelbase version of the S600 was launched last week at Los Angeles Auto Show.

“The strategy is quite clear,” Moers stated.

“AMG is the performance and sports car brand and Maybach is the luxury brand. We did the discussion with the Mercedes-Benz Board and I’m really happy with that — it’s very clear AMG stands for performance. Done. Full stop,” the AMG boss said.

AMG recently purchased a share in Italian motorcycle icon MV Agusta. According to Moers that relationship is more about maximising opportunities for sales of motorcycles via developed AMG markets, rather than any engineering or development links.

AMG has been variously linked with Aston Martin to which it is expected to supply engines and platform infrastructure. A model or production deal with the UK marque would yield some volume increases, though unlike the magnitude that Moers is hinting at.

Most likely, AMG will introduce a range of AMG Sport additions to existing Mercedes-Benz models. This is already the case with the A 250 Sport which features AMG engineered suspension.

Moers is clear that such an addition would not simply be a badging exercise.  

“Anything that has the AMG badge on it would be, and will be, engineered by AMG,” he told motoring.com.au.

It’s not just about adding power, Moers suggests.

“If we do so [add a Sport style range] it would be important that we had the right mix of driving dynamics in the additional model line-up,” he stated.