This feature has been produced in partnership with AMG Sydney
Three letters. Half a century of driving performance. One exciting new debut for Australian car enthusiasts.
Mercedes-AMG celebrated 50 years of exclusivity, efficiency, cutting-edge technology, and high driving dynamics in 2017. Now the automaker is looking to the future, with the hyperexotic Project One in the pipeline and the world’s first full-service Mercedes-AMG showroom recently unveiled in Sydney.
The state-of-the-art AMG Sydney showroom represents the first opportunity for customers in Australia to browse both new and pre-owned Mercedes-AMG vehicles alongside a complete workshop for tune-ups and a range of events and experiences that bring the AMG vision to life.
A man of taste deserves an exceptional car, and an exceptional car deserves an exceptional showroom. If high-end vehicles and dynamic design gets your pulses racing, a visit to AMG Sydney is one for the bucket list.
In The Rearview Mirror
Not to be confused with Mercedes-Benz, Mercedes-AMG is the high performance division of the German marque.
In 1967, two automotive engineers with a passion for motorsports began fine-tuning engines for Mercedes-Benz race cars in a repurposed mill. Hans Werner Aufrecht and Erhard Melchern were the names who shared this passion for motorsports and a flair for optimising automotive performance. Success at the gruelling 24 Hours of Spa in 1971 put AMG on the map and the budding brand’s initials soon became synonymous with speed and victory.
Today, as the official performance arm of Mercedes-Benz, AMG creates some of the most sought-after vehicles in the world. They are the product of skilled craftsmen, designers, and engineers who believe performance is king and limits are made to be tested – and for Australians, they are now closer than ever.
The product of skilled craftsmen, designers, and engineers who believe performance is king and limits are made to be tested.
Start Your Engines
AMG’s Performance Centres were born out of a desire to expand the brand’s reach and establish itself as a player in the sports car space in its own right. More than 400 have been opened in 40 countries since 2008.
Last January saw the launch of AMG’s first dedicated retail space, a showroom linked to an existing dealership in Tokyo’s Setagaya neighbourhood. AMG Tokyo Setagaya welcomed customers with two storeys and 1000 square metres promising complete immersion in the performance arm’s universe.
AMG Sydney takes the concept a step further, becoming the first Performance Centre to stand alone and to incorporate both sales and servicing. AMG hopes the Sydney facility will serve as a role model for future stand-alone projects in other major cities.
A Facility Built For Excellence
What a handsome role model it is. AMG tapped architectural firm Turner for the honour of designing the space. Built over a two-year period, the striking building is modelled on the architecture of the current AMG building in Affalterbach, Germany. The result is attention-grabbing both inside and out.
By daylight, the exterior features prominent white louvres and dynamic diagonals. By night, the LED-equipped facade is illuminated in white and red.
Inside, Turner aimed for a showroom-meets-museum aesthetic with a focus on lighting to set the scene. The interior design is deliberately kept simple, but keen-eyed visitors are sure to notice details like the asphalt flooring, inset LED lighting, and painted road markings that allude to the showroom’s racing roots.
The two-storey building also accommodates a boutique, a digital vehicle configurator, lounge areas, a service area, spaces for consultations and hand-overs, motorsport exhibits, and a flexible layout designed to host VIP functions and media events.
Customer Experience Gets Turbocharged
Though high in style, AMG Sydney isn’t short on substance. The sales-and-service showroom aims to provide an immersive yet approachable brand experience spanning sales, service, parts, and finance. It’s a one stop shop for all your Mercedes-AMG needs, staffed entirely by specialists who graduated from the Mercedes-AMG training academy in Germany.
Whether you’re interested in the latest models and their technical specs, the AMG Driving Academy, the AMG Collection, or the history of AMG in motorsport, the first-class staff here will ensure your burning questions are answered and your deepest curiosities are satisfied.
Alternatively, you can experience the AMG lifestyle for yourself with a suite of advanced video and audio technology. Customers can configure Mercedes-AMG vehicles to their personal preferences, while a sound counter lets them experience different engine sounds and large-scale graphics steep the space in race track atmosphere. It’s almost as electrifying as a day in the pits, but you won’t leave smelling like suspension fluid and race fuel.
The Road Ahead
Mercedes-AMG have always been in it to win it, and this latest initiative is no different. AMG Sydney is the first of a string of dealerships planned to roll out across Australia. The next two will likely open by the end of 2018 in Melbourne and Brisbane.
In the meantime, you’ll find us hooked up to the sound counter, daydreaming about being Lewis Hamilton at the Nürburgring.
Explore AMG Sydney now at 2 Sir Reginald Ansett Drive, Mascot, NSW 2020