Mercedes-Benz will open performance centers at specific dealerships across the U.S. to expand the AMG brand from enthusiast sub-brand to mainstream performance line, Automotive News is reporting.
Dealers may have to pay up to $200,000 for extra showroom space and training, the report said. The automaker expanded its AMG brand this year with the Mercedes-Benz C450 AMG and GLE450 AMG, which are performance variants of those cars but stop short of the full-performance models.
The move is similar to how other luxury automakers watering down expanding their performance lines, such as Audi's S-line and BMW's M-division.
Last year, Mercedes-AMG sold more than 11,000 models in the U.S. Sales of AMG-branded cars are expected to rise significantly with the expanded brand.
The dealerships would need to add 2,000 additional square feet to existing dealerships. Roughly 100 dealerships would add the performance centers, with half of those being "professional" centers with larger studios. The centerpiece, according to the report, would be an 8-foot "Powerwall."
According to the report, dealers will be compensated for the investment through higher incentives paid out for those vehicles.
The post Mercedes Expanding AMG Brand, Asking Dealers To Pay For Upgrades appeared first on The Truth About Cars.
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