AMG opens its first stand-alone performance center in Beijing

Article by Christian A., on April 27, 2012

You’d have to travel to China if you want to experience the AMG brand world – the only one of its kind anywhere. Mercedes-Benz’s new store -- the Beijing Sanlitun AMG Performance Center -- has just had its inauguration. AMG's pioneering role in design and technology is reflected in the AMG Performance Center in a modern setting. It is located in the Sanlitun Village North luxury shopping mall at an exclusive top location in the centre of the Chinese capital. The world premiere of the G 63 AMG took place on April 22 at the AMG Performance Center Beijing Sanlitun. Since 2008, there have been 195 AMG Performance Centers that have been inaugurated in 18 countries throughout the globe. But what makes this new store in Beijing unique is that it isn’t integrated in a Mercedes-Benz dealership as a shop-in-shop.

Rather, it is a "stand-alone" concept. It is focused exclusively on the AMG high-performance brand’s products and themes. The AMG Performance Center in Beijing Sanlitun uses interior and exterior architectural concepts that are truly fascinating with its avant-garde style. The focus of this store is on customer contact, customer information and appreciation. It has two levels and spans 381 square metres, its total surface area. Visiting the store gives existing customers and potential ones more information about the current AMG High-Performance vehicles and their technological achievements. It also provides details on the AMG Driving Academy, the AMG Collection and its participation in motor sports.

Just like in the sample room in the AMG Performance Studio in Affalterbach, visitors can also get a first-hand taste of the limitless individualization possibilities. Potential customers can choose from the wide variety of paint finishes and leather trim colors. The store carries samples that could both be viewed and touched. Taking its place at the center of the store is the pride that Mercedes-Benz has for the motor sports history of the enterprise, which commemorates its 45th anniversary in 2012. The exclusive AMG cooperation partners are showing off their one-of-a-kind items here. For instance, Santoni and IWC are displaying their select editions and exhibits. The store also has an exclusive Customer Lounge for consultations on the upper level where visitors can hang around.

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