First AMG-Only Dealership Opens In Beijing

By Kurt Ernst

Kurt Ernst

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2 728 views Apr 24, 2012

AMG's first stand alone dealership, the Beijing Sanlitun AMG Performance Center

The idea of an AMG Performance Center is nothing new, and some 195 AMG dealerships have been opened in the last four years. All of these, however, have been “stores within stores,” integrated with a full-line Mercedes-Benz dealership.

The Beijing Sanlitun AMG Performance Center will be the brand’s first stand-alone store, carrying only AMG-branded products, including vehicles, parts and AMG Collection accessories. Customers can meet with a sales advisor to discuss customization possibilities or learn more about programs like the AMG Driving Academy.

The store is located in a luxury shopping mall with a high traffic flow, in one of Beijing’s most exclusive neighborhoods. Billed as a “business card for the brand,” the store’s avant-garde architecture will serve as a model for future stand alone AMG Performance Centers.

Inside, even the smallest detail has been considered. Furniture, for example, is exclusive to AMG Performance Centers, and black granite floors were chosen to contrast with the stark white walls. A staging window, complete with turntable, allows the dealership to highlight a chosen vehicle before the public.

The dealership will serve a multi-use role, as well. In addition to keeping a full line of AMG vehicles on hand for test drivers, the facility will be used for new model launches, such as this week’s world premier of the new G 63 AMG SUV.