Mercedes-Benz has been quite active towards the Indian car market as it is continuously adding new models to the performance oriented wing, AMG. During 2013, Mercedes-Benz has introduced 3 new models in the AMG line-up of cars, which in total are 6 at present. The most recent addition was SLK 55 AMG, which retained the same engine as given in regular version of SLK. In India, models like E63 AMG, C63 AMG, G63 AMG and SLS AMG and roadster models constitute the performance driven AMG brand of Mercedes-Benz.
Over the years, the Daimler owned firm has considered India as an important market for achieving sustainable growth. From time to time, the company has introduced several models in India to stiffen up the rivalry with fellow German companies Audi and BMW. A thing to note here is that both Bavaria based companies have introduced performance driven versions of regular cars but neither have been active like Mercedes-Benz. The AMG brand of vehicles have been able to grab attention of Indian buyers as the performance and handling aspects of these cars are appreciated by many industry critics. At present, Mercedes-Benz AMG accounts for a considerable chunk of sales compared to its counterparts, M of BMW and S of Audi.
As it has been quite a while now since AMG brand made its debut in India, the demand for these cars has been quite respectable as Mercedes-Benz recorded a 32 per cent growth in sales during the first nine months of 2013. After the introduction of AMG sports cars in 2010, over 200 vehicles have been sold till now, a feat which is commendable considering the high price tag of these models.
Considering the future potential of AMG cars in India, Mercedes-Benz is reportedly planning to open specific AMG outlets in India for serving interests of buyers. In a recent interview to Economic Times, Mercedes-Benz India Managing Director and Chief Executive Officer, Eberhard Kern said, “We have been successful with the AMG range and demand has been outstripping supply. We believe the segment has the potential for independent growth and could lead the performance drive in India."
The company said that they are planning to target prospective buyers that look for exquisite style and design besides seeking superlative performance from their cars. Kern further indicated that dedicated AMG stores are expected to be opened in major metros by next year. Adding further, he said “We expect demand to increase once these exclusive stores come up for the discerning Indian customers, who will not have to travel to our factory in Pune to customise these cars. We would be offering the option to place order to configure cars to have the unique AMG driving experience."
Clearly it looks like Mercedes-Benz is trying to take the lead in the performance segment with the addition of AMG cars. The target audience for Mercedes-Benz AMG cars are the young entrepreneurs who have a passion for driving performance oriented cars. The majority of demand for AMG models comes from Mumbai and Delhi followed by Bangalore and Hyderabad.
