The new head of Mercedes-Benz UK says the brand should make more of its high-performance AMG derivatives.

Marketing activity next year will promote the German sports models in order to create a halo effect which builds awareness of the entire Mercedes’ range. Gary Savage, who took over as MBUK managing director upon Dermot Kelly’s retirement this year, agreed that Mercedes’ C63 AMG lacks the recognition of its BMW M3 rival and said he plans to “amplify the AMG brand”.

“In 12 months’ time our customers will see a significant difference in our approach,” he said. 

“With AMG we have real authenticity. If we want to put real marketing effort behind it we can do so with real confidence. That’s our intention to work on eclipsing the M series cars.”
All UK Mercedes-Benz market areas have an AMG performance centre and the UK is already the third largest market globally for AMG sales.