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Mercedes-Benz opens AMG Seoul to boost recognition of high-performance brand

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Mercedes-Benz Korea CEO Thomas Klein, left, and Han Sung Motor CEO Ulf Ausprung pose next to a Mercedes-AMG GT R vehicle during a press conference in Seoul, Thursday. Courtesy of Mercedes-Benz Korea
Mercedes-Benz Korea CEO Thomas Klein, left, and Han Sung Motor CEO Ulf Ausprung pose next to a Mercedes-AMG GT R vehicle during a press conference in Seoul, Thursday. Courtesy of Mercedes-Benz Korea

By Kim Hyun-bin

Mercedes-Benz Korea and its official dealer here, Han Sung Motor, officially opened the AMG Seoul brand center in southern Seoul and unveiled its branding strategy, Thursday, to expand the brand recognition and fan base of AMG, Mercedes-Benz's high-performance sub-brand.

"AMG Seoul is the first-ever AMG brand center in Korea and sixth in the world," Mercedes-Benz Korea CEO Thomas Klein said during a press conference, Thursday. "As Korea is emerging as a major hub in the high-performance car market, we are striving to deliver AMG's exclusive brand value by expanding its product portfolio and establishing various brand experience facilities and programs."

Mercedes-Benz Korea's AMG Seoul building / Courtesy of Mercedes-Benz Korea
Mercedes-Benz Korea's AMG Seoul building / Courtesy of Mercedes-Benz Korea

The slogan for AMG Seoul is "F.E.E.L the AMG Seoul," which reflects the company's strategy for customers to be able to experience everything about AMG in one location. The "F" in F.E.E.L stands for "customer First and First to locally open AMG Seoul," "E" for "Exclusive customized services for AMG customers," "E" for "Experience the AMG DNA" and "L" for a "Leap forward to provide another level of customer service."

AMG Seoul is operated by Han Sung Motor. The four-story building consists of an AMG?showroom and service center for light maintenance, an exhibition area and an AMG game zone. It is equipped to display up to eight vehicles, letting customers see diverse AMG models in person and test-drive the vehicles.

"One Display," a 3D configurator, allows customers to explore a wide variety of AMG models directly as well as in digital format. It is being introduced for the first time in Asia. "AMG Experts," who have completed the AMG-specialized training programs in Korea and Germany, are also on hand to provide individual advice and detailed guidance to customers.

"It is clear why Han Sung Motor is focusing on and investing in the AMG brand. It is because we would like to meet the increasing needs of customers who are enjoying high-performance cars and motorsports in Korea," Han Sung Motor CEO Ulf Ausprung said. "Han Sung Motor will make the AMG Seoul, which is Korea's first AMG brand center, a must-visit place full of things to see and enjoy, to directly experience the DNA of AMG."

AMG vehicles have been enjoying continuous popularity among enthusiasts of high-performance vehicles.

"Last year, we achieved a remarkable sales success of over 4,300 AMG vehicles and this year we already delivered more than 5,000 Mercedes-AMG vehicles to Korean performance enthusiasts, already surpassing last year's sales record," Klein said. "With that, as of today, we're the seventh-largest AMG market in the world, and we're number three after the U.S and China, in terms of our high-performance sports car GTs."

The rise in sales is contributed to Mercedes-Benz Korea launching various new models last year, including a face-lift version of the Mercedes-AMG GT, the new Mercedes-AMG GT C Roadster and the new Mercedes-AMG GT R. In the second half of this year, the updated version of the best-selling, high-performance, four-door Mercedes-AMG GT 4-Door Coupe sports car is scheduled to hit the market.

Mercedes-Benz Korea has been investing heavily in facilities and programs dedicated to AMG in order to expand the customer experience.

In June 2018, AMG SPEEDWAY was opened in Yongin, Gyeonggi Province, becoming the world's first racetrack to bear the AMG brand name.

The AMG Driving Academy, introduced for the first time in Korea in November 2018, with professional instructors certified by AMG headquarters, offers training on the AMG SPEEDWAY according to the levels and needs of participants.


Kim Hyun-bin hyunbin@koreatimes.co.kr


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