The new-look Mercedes-AMG showroom in Affalterbach has opened after a 12-week refurbishment. The new racetrack-themed design focuses on the 50-year-old sports car and high-performance vehicle brand’s roots in motorsports.
This is clear straightaway from the special mastic asphalt floor covering inside and outside with classic pit lane markings, tyre marks and a start/finish line. Inside, the design features an eye-catching tunnel graphic which has the effect of lengthening the room. A separate area has been created near the entrance specially for the GT range of sports cars, with members of the family being showcased in rotation for customers and potential buyers.
The Affalterbach showroom is the first port of call for customers coming to collect their vehicle or take part in a tour of the plant. Vehicle orders may be placed at Mercedes-Benz branches around the world or at the 400 AMG Performance Centres incorporated within Mercedes-Benz dealerships on a shop-in-shop basis in 40 different countries.
These also reflect the relationship with the brand’s motor racing DNA through their reduced interior design and the exhibits on display, creating an approachable brand experience for customers and potential buyers.
The showrooms of all AMG Performance Centres are characterised by a uniform and discrete AMG brand appearance. High-quality materials, an exclusive motor racing ambience and the hallmark AMG colours create a special consultation atmosphere. 
Check out the first dedicated Mercedes-AMG showroom in the world, located in Tokyo.
