Merc-AMG to adopt new grille as face of sub-brand

Merc-AMG to adopt new grille as face of sub-brand

If you’ve been a fan of current Mercedes-Benz design language, here’s hoping you like the latest, vertical-grilled look as seen on the Mercedes-AMG GT R and the GT C roadster; it’s set to literally become the face of the AMG sub-brand for its future cars.

The move is aimed at further distinguishing the full-fat, Affalterbach-engineered beasts from dressed up regular models and the AMG-Line variants of standard models, according to Mercedes-Benz chief design officer, Gorden Wagener as told to Car Advice.

The new grille treatment which harks back to the earlier years of the brand’s racing history will be a dominant aspect of the AMG range’s styling from this point forward, Wagener said. “If we’re talking differentiation, the big differentiation we’re doing is with AMG to really make that not an own brand, but an own sub-brand,” the design chief said.

Merc-AMG to adopt new grille as face of sub-brand

The facelifted GT range is set to debut at the 2017 Detroit Motor Show, and with it arrives the aforementioned new face. “This is our traditional racing grille, and so the GT, and GT R and GT3 brought that back from the racing history, and that will be a new signature for AMG, and it will give this brand a very unique profile.”

Mercedes-AMG sold just under 100,000 vehicles in 2016, while in the Australian market the full-fledged AMG range accounted for 14% of a total 41,226 Mercedes-Benz units sold in Australia last year; the mainstream models also account for a strong showing of AMG-kitted variants.

“If you look at the remainder – exclude the actual AMG model sales – about 40 per cent of buyers opt for AMG styling when choosing a new Mercedes-Benz car,” said David McCarthy, senior manager of corporate communications for Mercedes-Benz Australia.

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Mick Chan

Open roads and closed circuits hold great allure for Mick Chan. Driving heaven to him is exercising a playful chassis on twisty paths; prizes ergonomics and involvement over gadgetry. Spent three years at a motoring newspaper and short stint with a magazine prior to joining this website.

 

Comments

  • Kunta Kinte on Jan 17, 2017 at 5:51 pm

    A nice bold look. German engineering and a powerful turbo engine. No wonder Germans cars have the edge over a Toyota.

    Like or Dislike: Thumb up 14 Thumb down 1
  • Maybe hyundai-kia shud consider ciplak this grille instead.

    Like or Dislike: Thumb up 0 Thumb down 2
  • sick&tired on Jan 17, 2017 at 7:18 pm

    the grille looks hideous! the single horizontal line grille looks 10x better than this!

    Like or Dislike: Thumb up 0 Thumb down 2
  • TeamMalaysia on Jan 17, 2017 at 9:38 pm

    What a Mercerati Lendesign

    Like or Dislike: Thumb up 0 Thumb down 1
  • mr1031 on Jan 18, 2017 at 10:38 am

    yes, this is much better looking!

    Like or Dislike: Thumb up 1 Thumb down 0
 

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