AMG Retail Experience Styleguide.

2 3

Make your showroom unique. Prologue.

PERFORMANCE BORN OUT OF PASSION.

The dreams of all performance enthusiasts.

They are at the heart of everything we do at Mercedes-AMG. Fulfilling them is our aspiration;
exceeding them is our ideal. We are always prepared to move one step ahead of the rest in order to
achieve this. That’s because we have a clearly defined vision: AMG becomes the most successful
performance and sports car brand. The foundations for this are not only provided by our vehicles,
which are well thought-out down to the very last detail, but also the fascinating AMG Brand Experience.

As an AMG Performance Center, you are an essential part of this brand experience.
Accordingly, we would like you to use this brochure as a tool to help you turn our customers’ dreams
into reality at the point of sale by creating an emotional brand presence.
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Contents.

1.  The values of AMG.

2.  AMG Performance Center Definition.

3.  AMG Performance Center Modules.

4.  Presentation.

5.  Layout examples.

6.  Branding elements.

7.  Next steps.

Stand: July 2016
6 The values of AMG. 7

1. The values of AMG.

AMG BRINGS THE FASCINATION OF MOTOR SPORT TO DAILY LIFE.

AMG is based on the motor sport DNA of company founders Hans-Werner Aufrecht and Erhard Melcher.
And we bring the fascination of motor sport to the daily lives of our customers.

We want to ensure that every AMG driver can experience the unique performance feeling from the
world of motor sport – in every model, on every journey and in every AMG Performance Center.
8 AMG Performance Center Definition. 9

2. AMG Performance Center Definition. AMG PERFORMANCE CENTER

THE AMG PERFORMANCE CENTER BRINGS

AUTOMOTIVE EMOTIONS TO LIFE.

The integral approach of an AMG Performance Center guarantees a first-class brand experience across
all touchpoints of a customer relationship. The focus here is on a consistent AMG-specific brand
presence. Our Retail Experience defines the emotional sales approach and brings the fascinating world
of motor sport to the AMG showroom. RETAIL
MANPOWER
EXPERIENCE
Besides the brand-specific Retail Experience, the AMG Performance Centers are also renowned for
their highly trained AMG Sales and Service Experts and the annually held AMG Driving Academy events
such as the AMG Performance Tour. These elements help to create a special brand experience and
bring the world of AMG to life for all customers and prospective customers.

VEHICLES RETAIL EVENTS

RETAIL MARKETING
10 AMG Performance Center Definition. 11

AMG Performance Center design options.

THERE ARE T WO DESIGN OPTIONS FOR THE AMG PERFORMANCE CENTER. B MPS II ONLY
FOR AN EMOTIONAL RETAIL EXPERIENCE, AMG RECOMMENDS AN
INDIVIDUAL DESIGN WITH DRY WALL STRUCTURES.
The modular system known as MPS II permits a variable configuration of the AMG brand
presence, as it can be easily adapted to various spaces and circumstances.

A RETAIL EXPERIENCE WITH DRY WALL STRUCTURES – However, compared to individual drywall structures, this option provides far less
GLOBAL BASIS FOR THE AMG PERFORMANCE CENTER opportunity to create a distinctive AMG space, resulting in a brand presence that does
not achieve its full emotional effect.

Finding the perfect sales approach is a success factor that is becoming increasingly more
important. Just as our vehicle quality continously increases, expectations in relation to an
exclusive vehicle presentation concept are also subject to constant change.
Support for individual planning
We have developed the drywall presentation system to set new standards and meet our The configuration tool allows each AMG Performance Center to be individually planned and
customers’ high expectations. Distinctive accents are set here using a modular system in designed with the close collaboration and approval of AMG HQ.
an individually adapted concept to create various spaces and atmospheres. The drywall
system is recommended for designing a distinctive AMG world at the point of sale. YOUR CONTACT PERSON
Martin Fleig
Network Development
Mercedes-AMG GmbH
+49 (0) 7144 302-6991
martin.fleig@daimler.com
12 AMG Performance Center Definition. 13

Powerful presentation in the space.

Textile Graphics
A E
AMG SECTION 528 M – 12 VEHICLES
2

Sample layout of an AMG Performance Center

E

Hot Car Place

B C D

A
D

Pit Lane Module Rim Presenter Workbench

B
C
14 AMG Performance Center Definition. 15

Interior design with drywall structures.

A dynamically flowing room is created by integrating free-form The various presentation modules follow these new angles and
drywall structures to demarcate the space. Right angles are broken are clearly demarcated by a change in the flooring. The visitor is
up, constantly producing new visual connections and sight lines deliberately guided around the presentation. The result is a distinct
along a fascinating spatial choreography. and individual design for the AMG section.

AMG section in the presentation area. Drywall structures provide volume and create
varied and fascinating room layouts.

COLOUR VALUES:

Flooring demarcates the space and creates individual MPS II elements, graphics and functions are Anthracite grey RAL 7016 – matt
presentation areas. embedded flush with the wall. Signal white RAL 9003 – matt
16 AMG Performance Center Definition. 17

Demarcation using flooring. Stone granules

Areas used: standard material for the presentation area, Hot Car Place,
Pit Lane Module (tyre marks and other markings painted individually)

New flooring materials make it possible to clearly demarcate and differentiate the AMG sections
and present the vehicles on an authentic surface.
The asphalt-look stone granule design is inspired by the urban habitat of the AMG vehicles.

Clear demarcation using distinct floor surfaces is essential for creating a differentiated and individual
AMG brand presence. The Regupol flooring with tyre marks, kerbs and Pit Lane markings immediately
brings to mind the world of motor sport. In contrast, the shagpile carpet creates a pleasant Regupol printed flooring
atmosphere and improves the quality of the visit. Area used: Pit Lane Module

Shagpile carpet
Areas used: Lounge, Workbench, Sales Desk

All flooring options can be used as overlays on existing flooring.

Accordingly, major structural alterations are not necessary.
18 AMG Performance Center Modules. 19

3. AMG Performance Center Modules.

20 AMG Performance Center Modules. 21

Pit Lane Module.

Printed Regupol floor

The floor design with printed tyre marks is a direct
reference to the origins of the AMG DNA:
motor sport.

Backlit graphic AMG Speedlines Interactive sound module

Live in the Pit Lane: the emotional graphic shows the The superimposed Speedlines are another dynamic Guaranteed goosebumps: at the sound module the
team of mechanics at work. The scene looks even more design element with a striking effect from a distance. customer experiences the distinctive feature of every
realistic thanks to the integrated backlighting. AMG vehicle – the sound.
22 AMG Performance Center Modules. 23

Hot Car Place.

Asphalt-look flooring ‘Tunnel’ graphic Linear LED light fixtures

The stone granule floor surface brings the natural The motion blur and three-dimensionality in the Pulsating light reflections emphasise the powerful
habitat of the AMG models to the dealership: large-scale graphic give the vehicle presentation the lines of the body and create the illusion of a vehicle in
the road/city. impression of speed and performance. motion.
24 AMG Performance Center Modules. 25

Lounge | Sales Desk.

Armchair lounge layout (optional)

The seating arrangement, with its quality design
standards and four lounge chairs (Fritz Hansen Space
or Walter Knoll Turtle), is the right place for open and
informal chats.

Workbench lounge module (standard) Alcove lounge layout (optional)

Real carbon and leather, the same high-quality materials found in AMG vehicles, meet dynamic design. As an optional add-on to the lounge, the alcoves create
The workbench is the perfect place for relaxed sales talks and should be an essential element of the lounge. a private atmosphere for personal and confidential talks
between the customer and sales assistant.
26 AMG Performance Center Modules. 27

Rim Presenter.

Integration in the drywall structure Manually rotatable rims

This flush-mounted Rim Presenter can only be integrated into a drywall structure. The rims can be freely rotated in order to highlight the
Corresponding wheel trims are available for the sizes 19", 20", 21" and 22". dynamic effect of the different rims on the vehicle in
motion.
28 AMG Performance Center Modules. 29

Textile Graphics.
B
A

Emotional large-scale graphics

The following rules apply when selecting the images for the graphics:
A An image without a vehicle must be selected if a vehicle is positioned in front of the graphic.
B An image with a vehicle must be selected if no vehicle is positioned in front of the graphic.

You will find a wide range of current campaign images by visiting the Inside AMG website at: performance-center.mercedes-amg.com
30 Presentation. 31

4. Presentation.
32 Presentation. 33

Pit Lane Module. A

52°
MOTOR SPORT ATMOSPHERE Angle similar
to AMG logo C
IN THE SHOWROOM. 3,63 m
m 4,0 m
m
3.63 4.0

B
6,0 m

Diagonal option

2,00 m
3,63 m 4,0 m

3,63 m 4,00 m 6,00 m

7.0 m

D
ELEMENTS:
6,0
6.0 m H
A Drywall structure
B Textile Graphic
C AMG Speedlines E
D Regupol flooring with print F

2,00 m
E Alternative: stone granules with painting
3,63 m 4,00 m 6,00 m
F Kerbs (printed on Regupol)
5.0 m G Sound Counter with integrated sound module in the rear wall
Straight option
G
H Sound Counter with additional Oil Drum (for update projects)
34 Presentation. 35

Hot Car Place.

LIGHT REFLEXES AND GR APHIC WITH DEPTH EFFECT
CREATE THE ILLUSION OF A VEHICLE IN MOTION.

The floor lines can be created with foil strips or

painted on (colour: Traffic red, RAL 3020). 52°
Angle similar
to AMG logo A
6.0 m

4.0 m

ELEMENTS:

A Drywall structure
B
B Textile Graphic
C Asphalt-look flooring
D LED light fixtures E
E Graphic extension on the floor
C
3.63 m 5.63 m
36 Presentation. 37

Lounge | Sales Desk. WORKBENCH

LOUNGE MODULE
(STANDARD)
ALCOVE
LOUNGE LAYOUT
(OPTIONAL)
ARMCHAIR
LOUNGE LAYOUT
(OPTIONAL)
AMG - SPECIFIC
WORKSPACE

THE PERFECT PLACE FOR RELA XED AND ST YLISH SALES TALKS
BET WEEN THE CUSTOMER AND SALES ASSISTANT.

A D

ELEMENTE:
B C
A Workbench lounge module (standard)
B Alcove lounge layout (optional)
C Armchair lounge layout (optional)
D AMG-specific workspace
Name: Workbench
Manufacturer: ISARIA
Dimensions: H: 1000,
W: 600, D: 2866 mm
Material: Painted white,
tabletop leather and real carbon
Name: Bar stool About A Stool, AAS38
Hersteller: HAY
Dimensions: H: 650,
W: 450, D: 470 mm
Material: Black plastic shell, steel
frame painted black
Name: Alcove highback sofa
Manufacturer: Vitra
Dimensions: H: 1360,
W: 1640, D: 840 mm
Material: Laser 04 black,
chrome base
Name: Twiggy Terra
Manufacturer: Foscarini
Dimensions: H: 2600,
W: 2000, D: 460 mm
Material: Painted composite
material, black or white
Name: Space table, JL50
Manufacturer: Fritz Hansen
Dimensions: D: 1000, H: 370 mm
Material: Glass painted black
underneath,
steel frame painted white
Name: Space lounge chair, JL11
Manufacturer: Fritz Hansen
Dimensions: H: 760,
W: 850, D: 700 mm
Material: Plastic shell painted
white, black leather upholstery,
steel frame painted white
Name: Desk
Manufacturer: Staples
Dimensions: H: 720–760,
W: 2000, D: 900 mm
Material: Stainless-steel panel trim,
black body
Name: Champ visitor chair 3C02C/5C65C
Manufacturer: Interstuhl
Dimensions 3C02C: H: 1090,
W: 650, D: 710 mm
Dimensions 5C65C: H: 915,
W: 600, D: 600 mm
Material: Black upholstery, polished aluminium
star base/black upholstery, chrome frame
38 Presentation. 39

Rim Presenter. Textile Graphics.

FREELY ROTATING RIMS CREATE A DYNAMIC PRESENTATION. INDIVIDUAL AND EMOTIONAL SHOWROOM DESIGN
USING AFFORDABLE AND EASILY CHANGEABLE GR APHICS.

The following rules apply when selecting the

The minimum installation depth
images for the graphics:
of the rim elements is 43.6 cm. A
ELEMENTS:

A Drywall structure
B 4.0 m
min. 43.6 cm
B Textile Graphic or
6.0 m

ø 19" An image without a vehicle must be selected

ø 20" if a vehicle is positioned in front of the graphic.
ø 21"
ø 22"

LED backlighting integrated in the wall is

needed to allow the large-scale graphics to
achieve their full emotional effect.

Corresponding wheel trims are An image with a vehicle must be selected if no

available for various rim sizes. Graphic with Keder rail system vehicle is positioned in front of the graphic.
40 Layout examples. 41

5. Layout examples.
AMG has followed an extraordinary growth path, which is reflected in
growing sales and especially in the continued expansion of the product
portfolio. In order to meet future demands, it is essential to dimension
the AMG section accordingly.

2010 2016
42 Layout examples. 43

Sample configuration | L – 4 vehicles.

OPTION 1 OPTION 2 OPTION 3 MINIMUM MODULE REQUIREMENTS: FLOOR OPTIONS:

Top view Top view Top view Pit Lane Module Sound Counter Stone granules
Option: Oil Drum sound module

Front view Front view Front view Workbench Printed Regupol

Rear view Rear view Rear view Hot Car Place Carpet
44 Layout examples. 45

Sample configuration | M – 3 vehicles.

OPTION 1 OPTION 2 OPTION 3 MINIMUM MODULE REQUIREMENTS: FLOOR OPTIONS:

Top view Top view Top view Pit Lane Module Sound Counter Stone granules
Option: Oil Drum sound module

Front view Front view Front view Workbench Printed Regupol

Rear view Rear view Rear view Carpet

46 Layout examples. 47

Sample configuration | S – 2 vehicles.

MINIMUM MODULE REQUIREMENTS: FLOOR OPTIONS:

OPTION 1 OPTION 2

Pit Lane Module Sound Counter Stone granules

Option: Oil Drum sound module

OPTION 3 OPTION 4

Printed Regupol

Carpet
48 Layout examples. 49

Sample configuration | Exclusive projects.

Metropolitan regions with high sales potential have the opportunity to incorporate
an exclusive AMG Performance Center with corresponding appeal. The showroom
layout goes beyond the specified Performance Center Modules and further boosts
the brand experience through individual planning.

It is recommended that AMG Headquarters should be consulted when developing

exclusive projects. It will be pleased to provide assistance with the design and
planning.
50 Layout examples. 51

Configuration | Overview.
S MODULE M MODULE   L MODULE
MODULE DESCRIPTION
 2 VEHICLES 3 VEHICLES ≥ 4 VEHICLES

approx. 60 m2 approx. 130 m2 ≥ 170 m2

Pit Lane (printed Regupol)

or × × ×
Pit Lane (stone granules + painting)

Hot Car Place (stone granules) • ×

Complete modules
Workbench or Sales Desk (carpet) ×
Stone granules Printed Regupol flooring Carpet
(incl. floor areas)
Sales Desk (carpet) • × ×
Workbench (carpet) • × ×
Lounge (carpet) • •
Rim Presenter • •
Carpet only •
Remaining
Stone granules only • × •
floor areas
Combination of stone granules and carpet • ×
S module M module L module
Second Pit Lane Module •
 = Requirement  =  optional
52 Layout examples. 53

Upgrade | Pit Lane Module.

1. Remove the existing flooring in the selected area. 2. Lay the printed Regupol flooring.

3. Change the Textile Graphic and affix the Speedlines. 4. Install the sound module (optional).
54 Branding elements. 55

8. Branding elements.
The visual branding – which includes the AMG Signage on the façade, AMG Performance Center
Flags outside the showroom, the AMG logo on the entry sign and on the branded pylon by the
entrance, the AMG Performance Center Window Sticker and the AMG Performance Center Vehicle
Stickers – form part of your business card.

New, official AMG outdoor branding is available to increase your visibility as an AMG Performance
Center. This has been adapted to match the look of the new Mercedes-Benz branding with
free-standing letters. The roll-out will take place at the same time as the Mercedes-Benz outdoor
branding is updated.
AMG Performance Center Vehicle Stickers AMG Banner Interior Branding – greater visibility indoors

Information

You will find further information by visiting

the Inside AMG website at:
performance-center.mercedes-amg.com

AMG Signage – outdoor AMG Performance Center Flags AMG Performance Center Window Sticker AMG Registration Plates AMG Flying Banner
56 Next steps. 57

7. Next steps.
58 Next steps. 59

Your path to the new Retail Experience.

1. Vision 3. Configuration DESIGN SIZE

AMG becomes the most successful performance
and sports car brand. Create a distinct AMG section.
Recommendation: Retail Experience with M FLAGSHIP
drywall structures S
L UPGRADE

2. Mission AMG PERFORMANCE CENTER PL ANNING CONTACT:

By sharpening the AMG brand presence, the scent of the racetrack will also be Martin Fleig
brought to life in the retail world as the most essential element of the AMG DNA. Network Development
Mercedes-AMG GmbH
+49 (0) 7144 302-6991
martin.fleig@daimler.com
60 61

Impressions AMG Performance Center Munich. Impressions AMG Performance Center Stuttgart.
62 63

Impressions AMG Performance Center Berlin.

Please note: Changes may have been made to the products since this guideline went to press July 2016. The
manufacturer reserves the right to make changes to the design, form, colour and specification during the delivery
period, provided these changes, while taking into account the interests of the vendor, can be deemed reasonable
with respect to the purchaser. Where the vendor or the manufacturer uses symbols or numbers to describe an order
or the subject of an order, no rights may be derived solely from these. The illustrations may show accessories and
items of optional equipment which are not part of standard specification. Colours may differ slightly from those
shown in the guideline, owing to the limitations of the printing process. This guideline has been compiled by Daimler
AG in Germany and is distributed internationally. It provides a general indication of the range of models, features,
optional extras and/or colours available in various countries. Some of the models, features, optional extras and/or
colours shown may not be available in your country or may only be available in a different specification. Additionally
some models, features, optional extras and/or colours may only be available in combination with others. For current
and more specific information in relation to the range of models, features, optional extras and/or colours available
in your country, and their pricing, you should contact your nearest authorised Mercedes-Benz Passenger Car Dealer.
www.mercedes-benz.com

Daimler AG, Mercedesstr. 137, 70327 Stuttgart