Mercedes-AMG brand won’t be diluted with new models: AMG boss

Softer cars mean AMG can continue developing its hardcore range-toppers.

Despite an onslaught of new models and lower entry prices, Mercedes-AMG says there’s no chance of its brand becoming diluted.

Speaking with CarAdvice at the 2018 Paris motor show, Tobias Moers, the chairman of the management board of Mercedes-AMG is convinced more AMG models can’t be a bad thing.

“The A35 family is not diluting the brand. We have shared components with the next 45. And driving-dynamics-wise it’s on the same level as the current A45, but with less horsepower. It’s a different segment and we’re going to be really competitive with pricing,” said Moers.

“From my perspective, whether you’re in the car…value for money, that’s the key. Mercedes brought back in the past and A-Class…was the brand diluted then? I don’t think so. When we introduced the A45 we had a lot of questions like that, was the brand diluted? No. We get access to brand new customers.”

It’s an interesting predicament to be in, given the AMG brand has such a strong reputation for performance and prestige. By introducing more models, it opens up the brand to more consumers, but potentially alienates those that spend big dollars on more expensive models.