STUTTGART, Germany: AMG, the ‘high performance sub-brand’ of Mercedes, will “intensify” its links with Formula 1 from 2021, the German luxury carmaker announced Tuesday.
The AMG announcement was part of a Mercedes-Benz strategy update, which will see extra emphasis put on Mercedes’ sub-brands AMG, Maybach, G and EQ.
On its startegy to expand customer base by growing sub-brands, the carmaker declared: “Mercedes-Benz is the most valuable luxury car brand in the world, according to Interbrand. It will remain the guiding star. But Mercedes-Benz also has extraordinary sub-brands: AMG, Maybach, G and EQ. The new strategy will take them to the next level – accelerating their development, with clear and targeted plans to unlock their potential and drive substantial incremental EBIT growth.”
Specific to AMG, it was announced that: “AMG is set for the next level with high-performance electrification, starting in 2021. Its links with Formula 1 will also intensify next year, to reflect its identity as Mercedes’ high performance sub-brand.”
The news comes after months of speculation that Daimler was considering selling its F1 team – a rumour that was repeatedly dismissed by both Mercedes team boss Toto Wolff and Daimler CEO Ola Kallenius.
Mercedes CEO Ola Källenius stated: “Formula One as the pinnacle of motorsport, the highest form of performance, we will use the technology we have developed in Formula One for performance hybrids and other exciting technologies in the future and put that into our AMG cars.
“With Project One we are taking a Formula One powertrain and putting it on the road, so it comes naturally to us to leverage Formula One even more for AMG going forward.”
