Mercedes-Benz AMG vehicles, now referred to as Mercedes-AMG, account for a staggering 13 percent of all Mercedes-Benz vehicles sold in Australia, giving our market the highest AMG uptake of any country in the world and nearly double that of the second contender.
Interestingly, AMG sales in Australia rank fourth globally outright, or an unshakeable first if you account for market size and population.
The popularity of the Mercedes-AMG range is now threatening to dethrone Porsche Australia as the best selling high-end performance brand. Mercedes-Benz Australia’s Senior Manager of Public Relations, David McCarthy, said the success of all performance brands here is a testament to the market.
This is also true of less-expensive performance cars, such as that of Renault’s RS range, for which Australia is the second largest market.
“We have a biggest model spread, we go from $75,000 to just over $500,000 with AMG, so you have CLA, A, GLA, C-Class, which comes as an estate, sedan and coupe, E-Class, CLS, SL, SLK, et cetera… so there is a spread of models that the others don’t have, which helps.”
Nonetheless, it’s the snowball effect of having the larger range and the subsequent second-hand market that has led AMG’s every growing popularity in Australia.
“When you look at the raw numbers, we will do 3500 AMGs this year at least," McCarthy said.
"We have a bigger owner database to start with, most people keep their cars for three years and then they either flip it or keep it, so with C 63, a lot of those owners now are on their third C 63, so they are ready for the next generation, and same with E Class."
So your returning buyers are significant and the old car goes somewhere and those people usually graduate to a new AMG when they’ve had a secondhand one."
As it stands, Mercedes-Benz has sold more than 3000 of the previous Mercedes-Benz C 63 AMGs.
“That’s a fairly large number of cars and not all of those are owned by the original owner, might be second or third owner now. Do they come back for a C 63 or A 45? I think it’s the variety of models [that adds to the appeal].”
McCarthy admitted that beating Porsche would be ‘nice’ but it’s not something AMG is necessarily targeting. In the first half of this year Mercedes-AMG has sold 2038 new vehicles (on the back of a general Mercedes-Benz growth of 19.2 percent year on year) .
In contrast, Porsche Australia has grown by an enormous 61.0 percent in the first half of 2015, up from 1286 this time last year to 2070 (on the back of strong Macan sales), making the battle of the Germans very interesting for the rest of the year.
Read our Mercedes-Benz C 63 AMG Review.