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AMG Launch Event

AMG Sydney is the first dedicated sales-and-service showroom for Mercedes-AMG vehicles in the world, and just the second stand-alone AMG showroom. AMG Sydney represents the sports car and performance brand in a discrete architecture for the first time in Australia, and will present customers with an immersive yet approachable brand experience.

It is the first time in Australia that customers can peruse both new and pre-owned Mercedes-AMG vehicles alongside a complete vehicle workshop offering full servicing for all AMG models.

Customers will experience the brand universe of Mercedes-AMG across two storeys, with the focus exclusively on the models and themes of the sports car and performance brand. AMG Sydney Dealer Principal Vaughan Blackman promises “a benchmark AMG centre that will offer the best in AMG sales, service, parts and finance”.

A dedicated team has been selected to deliver on this promise and includes an AMG Brand Manager, sales specialists and AMG technicians – all of whom are graduates of the Mercedes-AMG training academy in Affalterbach, Germany.

Car dealership architecture with industrial design

The design of the enclosed structure is modelled upon the architecture of the modern AMG building in Affalterbach, Germany, and on the AMG "Driving Performance” brand claim. The highlight of the exterior is an LED façade. During daytime, the white louvres and the diagonal structure provide a dynamic appearance. At night, eye-catching white-red exterior lighting is activated.

Customers and prospects can learn about the latest AMG Performance models and their technological features, the AMG Driving Academy, the AMG Collection, and the involvement of AMG in motorsport on two storeys with a total area of almost 1000 square metres.

A deliberately simplified interior design and focused lighting provide the perfect stage for the sports car and performance models from Affalterbach. The new retail outlet features lounges, a boutique, motorsport exhibits, and consultation areas to provide several appealing places for conversations with customers. The vehicle hand-over area is integrated into the showroom and can be flexibly separated to provide customer privacy if needed.

The fascination of motorsport comes to life

High-quality materials, exclusive motorsport feeling and the hallmark AMG colours create a special consultation atmosphere.

The fascination of motorsport is expressed in a pit lane scenario with authentic look and feel. An interactive module offers interested visitors the chance to experience the unmistakable engine sound of the AMG models. Targeted training of the AMG sales and service experts conducted by employees from Affalterbach ensures consistent first-class customer consultation and care worldwide.