Celebrating 50 years of Mercedes-AMG at 2017 Leadfoot Festival
Auckland –Mercedes-AMG will launch its 50th anniversary celebrations in New Zealand with a stunning display of high performance vehicles at the upcoming Leadfoot Festival.
To be held from 4-5 February at the Leadfoot Ranch in Hahei, the Leadfoot Festival brings together a unique mix of classic cars, vintage motorcycles and motorsport legends, to create a racing weekend atmosphere like no other in the southern hemisphere on the spectacular Coromandel peninsula.
“The Leadfoot Festival presents the perfect opportunity for us to commence celebrations for the 50th year of AMG”, said Ben Giffin, General Manager, Mercedes-Benz Cars New Zealand.
“2017 marks a wonderful milestone for our high performance AMG division, and as New Zealand represents the highest selling AMG market, as a percentage of sales in the world, we felt it was fitting to showcase the excitement and dynamism of the brand in a high octane environment such as Leadfoot.
"The Mercedes-AMG marquee will display an exhilarating range of vehicles including the progression of the C-Class, featuring an original Mercedes-Benz C 36 AMG, as well as modern day classics such as the Mercedes-AMG SL 63.
Also as a special treat for guests, Rod Millen owner and founder of the Leadfoot Festival will highlight the capabilities of the Mercedes-AMG GT S across the weekend with a number of demonstration drives. It’s sure to be an unforgettable experience, Giffin concluded.”
A year of celebrations
To commemorate the 50th anniversary of the AMG brand, Mercedes-Benz New Zealand is providing 1 VIP, Festival of AMG experience each month to a buyer of a new or demonstrator AMG vehicle, purchased from an authorised Mercedes-Benz dealership.
12 total experiences will be awarded throughout 2017, and include both the spectacular AMG Snow experience in Queenstown, as well as the AMG experience at Phillip Island Grand Prix Circuit – which features helicopter transfers to and from the iconic track.
50 years of driving performance
AMG – these three letters stand worldwide for supreme automotive performance, exclusivity, efficiency and highly dynamic driving pleasure.
In this anniversary year, with an eye to the future, Mercedes-AMG will carry on the exceptional success story of what began as a two-man company.
For each of AMG’s employees, the focus remains on the brand promise of "Driving Performance", which unites the core strengths of AMG: cutting-edge technology and a passion for dynamic, emotively appealing products.
The AMG brand stands worldwide for outstanding engine expertise, which includes not only development, but also the "one man, one engine" philosophy, which means that each engine is, so to speak, hand-crafted by one engine builder.
With almost 100,000 units delivered in 2016, and over 40 percent growth, AMG commences this anniversary year with record figures under its belt.
“We're on the road to worldwide success with our strategic portfolio expansion and can look back on a sensational year”, said Tobias Moers, Chairman of the Board of Management of Mercedes-AMG GmbH.
The 63 series models still constitute our core product line, and they continue to delight auto enthusiasts around the world.
In addition, our AMG GT series, which was developed entirely in-house, is now available as a broad-based family, with which we have impressively demonstrated our expertise as a sports car brand.
At the same time, our broad portfolio puts us in the perfect position for further sustained growth. Our task now is not just to celebrate the AMG success story, but, in one of the most exciting periods of automotive history, to help shape the performance of the future."
Hypercar with Formula 1 technology
Alongside its continuing strategic product initiative, Mercedes-AMG is setting a further landmark in 2017 by giving a fascinating peek into the future performance in the form of a street-legal hypercar.
Offering unadulterated Formula 1 technology for the road, the hypercar is thus the first commercially available vehicle with F1 hybrid powertrain and road approval.
With a system output of over 1000 hp and four-wheel drive with all-electric front axle, it marks the pinnacle of what is currently technologically feasible. In terms ofoutput and efficiency, this hypercar points the way to "AMG Future Performance".
AMG models are already among the most efficient in their class. The latest example is the Mercedes-AMG E 63.
For maximum efficiency, AMG has, for example, equipped the V8 engine in the performance saloon with the AMG Cylinder Management cylinder deactivation system.
In addition, a highly intelligent all-wheel drive system as well as a transmission optimised for sportiness and efficiency, including a coasting function, provide the guarantee of exemplary low consumption and emissions values.
Milestones in the history of the sports car and performance brand
The company, founded by Hans-Werner Aufrecht and Erhard Melcher, has been fulfilling the dreams of performance enthusiasts for 50 years. The pair set up their first workshop in an old mill in 1967 as an "engineering office and design and testing centre for the development of racing engines".
In 1971, the AMG 300 SEL 6.8 of "Aufrecht and Melcher, Großaspach" – in short: AMG – claimed victory completely out of the blue in its class and took second place overall in the 24-hour race at the Circuit de Spa-Francorchamps.
Another milestone was the all-new cylinder head with cutting-edge valve technology, developed by Melcher.
Collaboration with Mercedes-Benz began in 1990. The C 36 AMG, launched in 1993, was the first vehicle on the market to result from the collaboration agreement with Daimler-Benz.
In 2005, Mercedes-AMG became a wholly owned subsidiary of Daimler-AG and 2009 saw the introduction of the Mercedes-Benz SLS AMG, the first vehicle to be developed entirely by Mercedes-AMG. AMG branched into motor racing with the SLS AMG GT3 in 2011.
This was followed by the introduction of the Mercedes-AMG GT in 2014 and the launch of the 43 series models in 2015, introducing a broader target group to the brand.