Mercedes-AMG has aggressively expanded its model line-up in recent years, pushing downmarket with a range of V6-powered '43' models. Now, it's expanding its footprint in a very different way, with a dedicated full-service dealership in Sydney.
Rather than rubbing shoulders with four-cylinder A-Classes and diesel vans, the showroom will be dedicated to high-performance cars with a three-pointed star on their nose.
The world-first standalone dealership, dubbed AMG Sydney, is housed in the Kingsford Smith Airport precinct. As you'd expect of a regular dealership, it will be equipped to sell and service cars, but Mercedes-AMG also plans to host events for the media and 'important' customers.
On the outside, the louvres of the building have been designed to mirror the design of AMG HQ in Affalterbach, Germany. At night, it lights up red because, well, red makes things go faster – right?
All told, around 15 staff will be on hand at the dealership, including a dedicated AMG brand manager. Everyone working in the showroom has been trained at the Mercedes-AMG academy in Affalterbach.
"We are very proud to open our second stand-alone store here in Sydney," Tobias Moers, AMG boss, said.
"It is a great chance to underline the importance of the Australian market to our brand and to ensure that our customers can experience the AMG spirit as well as the ideal service for their car – everything of course Affalterbach approved."
The Sydney dealership joins a showroom in Setagaya, Tokyo, as the only dedicated Mercedes-AMG showrooms. But where the Australian dealership stands alone, the Tokyo showroom is attached to a Mercedes-Benz dealership and, crucially, won't service your car.
“AMG Sydney defines the next stage of our sales initiative. With it, we ensure exclusive and competent care for existing and potential AMG customers at the point of sale," Moers said. “This facility serves as a role model for future stand-alone projects in other major cities, which are already on the drawing board.”
The new AMG Sydney dealership is open for business.