Although recent new vehicle sales statistics don’t suggest as much, South Africa sits comfortably in the top ten global markets for Mercedes-Benz’s big ticket AMG models. And with the rollout of five new AMG Performance Centres next year, the Three-Pointed Star’s performance division will boost its market presence further.
Speaking at the unveiling at the Mercedes-Benz SL65 AMG Black Series at the recent Johannesburg International Motor Show, Eckart Mayer, the divisional manager of Mercedes-Benz Cars, said South Africa was frequently ranked as either AMG’s sixth or seventh most important market and that the East London-based manufacturer would launch five dedicated AMG Performance Centres in 2009.
The five centres wouldn’t be standalone franchises, but rather be incorporated with existing major dealerships in Johannesburg, Pretoria, Cape Town and Durban, Reandren Thulkanam, Product Manager, Mercedes-Benz Car told CARtoday.com on Thursday.
“The Performance Centres serve a dual purpose,” Thulkanam said, “establish a greater brand awareness in the local market and offer customers both sales and service experiences that befit the AMG brand and promotes performance aspects of its models.
The rollout of the Performance Centres is a joint venture between the franchises, Mercedes-Benz of SA and AMG AG, and the number of AMG outlets will stay five until such time as market demand prompts the launch of further centres in the future.
“For the customer, the AMG Performance Centre experience will be different to that offered by ordinary Mercedes-Benz passenger vehicle franchises insofar as a unique look and feel of the outlet and the way in which AMG’s focus on performance is highlighted.
“The sales team will have AMG brand champions, for example, and the service staff comprise dedicated technicians that received training at the division’s headquarters in Affalterbach,” he added.
