The New "AMG Sport" Position

Mercedes is currently restructuring its brands and naming conventions. This involves consolidating the model range by character, using "Mercedes" as the base brand name, followed by "Benz" for standard models, "AMG" for high-performance models, and "Maybach" for luxury models, to more clearly define each identity.

The intention behind this is to emphasize the DNA that both AMG and Maybach are ultimately products of the historic manufacturer (or rather, brand name) that invented the automobile, Mercedes, and to differentiate from other luxury brands perceived as rivals.

While the brand for standard models remains "MERCEDES-BENZ" as before, AMG is newly designated as "MERCEDES-AMG", and the luxury brand Maybach as "Mercedes-Maybach". By using the sub-brand names after "Mercedes", it clearly communicates their familial relationship and distinct identities.Mercedes-Benzas before, but AMG is newly designated as "MERCEDES-AMG", and the luxury brand Maybach asMercedes-AMG"Mercedes-Maybach", by using the sub-brand names after "Mercedes", it clearly communicates their familial relationship and distinct identities.Mercedes-MaybachBy using the sub-brand names after "Mercedes", it clearly communicates their familial relationship and distinct identities.

Whether "smart" will be added to these three brands under Mercedes remains to be seen, but the move to cover previously independent and successful brands under the Mercedes name, placing them beneath it, can be seen as a reversal of typical corporate brand strategy.SmartIt might be different if there were special circumstances, such as needing to leverage the reputation of a higher-tier brand to bolster a lower-tier one. However, encompassing brands that clearly exist at a higher level than Mercedes-Benz under the Mercedes name, even as its parent, is truly challenging.

For example, while Lexus and Scion (sold in North America) are easily recognizable as Toyota brands to those familiar with cars, neither prominently features Toyota. The same applies to Infiniti and Acura. However, the boldness to do so could also be seen as proof of the immense business potential of the Mercedes brand.

Mercedes-Benz C 450 AMG 4MATIC

At the Geneva Motor Show, Mercedes-Benz unveiled the production models of the "C 63" and "C 63 S", which had their world premiere at last year's Paris Motor Show, alongside the "C 450 AMG 4MATIC", the top-spec model in the "Mercedes-Benz" lineup, designated as "AMG Sport".

V8 Twin-Turbo Equipped "AMG C 63" | Mercedes-BenzAs mentioned earlier, the C 63 and C 63 S belong to the "Mercedes-AMG" lineup, while the C 450 AMG 4MATIC is strictly a "Mercedes-Benz" model. The C450 AMG 4MATIC made its debut at this Geneva show.The C 63, which we detailed at its announcement, is a rear-wheel-drive model equipped with a 4.0-liter V8 twin-turbo engine derived from the Mercedes-AMG GT, producing a maximum output of 350kW (476ps) at 5,500-6,250rpm and peak torque of 650Nm (66.3kgm) at 1,750-4,500rpm. The more powerful C 63 S boasts specifications matching the AMG GT, with 375kW (510ps) at 5,500-6,250rpm and 700Nm (71.4kgm) at 1,750-4,500rpm.

Mercedes-Benz C 450 AMG 4MATIC | Mercedes-Benz C 450 AMG 4MATIC

Mercedes-Benz C 450 AMG 4MATIC | Mercedes-Benz C 450 AMG 4MATIC

GLE 450 AMG CoupeThe V6 engine in the base "C 400 4MATIC" (not available in Japan) produces 245kW (333ps) and 480Nm (48.9kgm), meaning the output is increased by 25kW (34ps) and torque by 40Nm (4.1kgm).This enhanced engine output and AMG-style appearance are why it's designated as the new "AMG Sport" variant, positioned between Mercedes-Benz's standard models and its high-performance AMG models. It offers a desirable package for users who find normal models insufficient but don't require the full-fledged performance of a complete AMG car, providing a moderate sporty image and luxurious features.

Mercedes-Benz C 450 AMG 4MATIC

Mercedes-Benz C 450 AMG 4MATIC

The suspension features 225/45R18 tires at the front and 245/40R18 at the rear, paired with 7.5J x 18 front and 8.5J x 18 rear black-polished five-spoke wheels. While these wheels complement the sporty appearance, 19-inch multi-spoke design wheels are also available as an option for those seeking to emphasize performance further.

Mercedes-Benz C 450 AMG 4MATIC | Mercedes-Benz C 450 AMG 4MATIC

Mercedes-Benz C 450 AMG 4MATIC | Mercedes-Benz C 450 AMG 4MATIC

The infotainment system allows internet connectivity via a mobile data card or a Bluetooth-enabled mobile phone with a data option. It enables destination search for the navigation system to be linked with Google Street View, and allows the use of social media like Facebook, as well as weather and news browsing, through Mercedes-Benz apps while driving. Bluetooth connection with smartphones and tablets is also supported.

This infotainment system uses a 7-inch LCD display for "Audio 20" and "Audio 20 CD". Selecting the higher-grade "COMAND Online" or "COMAND Online with DVD Changer" expands the display to 8.4 inches.

The "AMG Sport" lineup, positioned as the top tier of Mercedes-Benz, seems to perfectly meet the needs of Mercedes customers who desire something more than a standard Benz but don't require full AMG performance. While official pricing and launch dates in Europe have not yet been announced, it is certain to be introduced in Japan. We eagerly await its arrival.

The Top of the C-Class and Entry to AMG

Similarly, the exterior is brimming with AMG character. The sporty front bumper with large air intakes on either side, the chrome front lip below them, and the rear bumper that extends the dynamic lines of the side skirts to the rear are more subdued than the C 63's but fitting for an AMG designation. The sedan features a spoiler on the trunk lid, while the station wagon has a roof spoiler.

The suspension features 225/45R18 tires at the front and 245/40R18 at the rear, paired with 7.5J x 18 front and 8.5J x 18 rear black-polished five-spoke wheels. While these wheels complement the sporty appearance, 19-inch multi-spoke design wheels are also available as an option for those seeking to emphasize performance further.

The cabin also reflects AMG's taste, with a D-shaped flat-bottomed steering wheel in Nappa leather and chrome trim, red stitching on the seats, dashboard trim, armrests, and door grips.

The seats are AMG sport seats with enhanced lateral support. During cornering, the outer side bolster automatically inflates to effectively support the driver against lateral G-forces.

The infotainment system allows internet connectivity via a mobile data card or a Bluetooth-enabled mobile phone with a data option. It enables destination search for the navigation system to be linked with Google Street View, and allows the use of social media like Facebook, as well as weather and news browsing, through Mercedes-Benz apps while driving. Bluetooth connection with smartphones and tablets is also supported.

This infotainment system uses a 7-inch LCD display for "Audio 20" and "Audio 20 CD". Selecting the higher-grade "COMAND Online" or "COMAND Online with DVD Changer" expands the display to 8.4 inches.

The "AMG Sport" lineup, positioned as the top tier of Mercedes-Benz, seems to perfectly meet the needs of Mercedes customers who desire something more than a standard Benz but don't require full AMG performance. While official pricing and launch dates in Europe have not yet been announced, it is certain to be introduced in Japan. We eagerly await its arrival.