No matter what service a business provides or what use a product serves, a clear and consistent USP (unique selling proposition) is often the difference between failure and success. And, for all of the criticism leveled at tuner Mansory, its USP is blatantly clear: turn luxury cars into excessive, overindulgent, shameless, and often offensive displays of wealth. Mansory's new Mercedes-AMG GLS 63 is no different. Much like the Mansory Mercedes-Maybach GLS seen earlier this year, the GLS 63 bamboozles you with its bulging body and blue (or yellow) leather interior. Fortunately, this GLS isn't as ugly as the messy Mansory G-Wagon.

We'll start with the good. Mercedes-AMG and black paintwork has always been a stellar match, and this Mansory GLS 63 wears the moody shade well. The upper body hasn't been tampered with too much, retaining at least a smidge of the standard car's subtlety.

Lower down is where Mansory has gone all out. The models pictured here ride on 24-inch fully forged Diamond Black wheels, but smaller multi-spoke wheels measuring 22 inches are available as well. The 63's front fascia is a lot more aggressive thanks to a new front lip, a larger front splitter, an air intake splitter, a revised grille mask, and the Mansory logo. Most of these components are finished in visible carbon fiber.

Along the sides, the visual effect of the larger wheels is balanced out by bulky fender extensions - if, of course, one can refer to anything Mansory does as "balanced." The mirrors have carbon fiber housings and there is a new front fender panel. Moving to the rear, this Mansory AMG GLS 63 actually looks pretty good. There are two different diffuser options and quad-exit tailpipes. Again, the Mansory logo replaces the Mercedes one, and there is a roof spoiler higher up that is of a tolerable size.

Optional front/rear nudge bars are available, but we'd skip these as they simply add unnecessary bulk to the overall look. All of these visual changes lead us to Mansory's changes under the hood.

The standard GLS 63 is already an exceptionally powerful SUV. Its 4.0-liter twin-turbocharged V8 with mild hybrid assistance produces 603 horsepower and 627 lb-ft of torque. Mansory offers three software upgrades, with the basic one unleashing 710 hp and 737 lb-ft of torque. If that's not enough, the turbos can also be upgraded together with a sports exhaust system and downpipe. In this guise, the V8 produces 838 hp and 811 lb-ft. With those outputs, Mansory's GLS 63 should comfortably outpace the stock model, which needs 4.1 seconds for the 0-60 run. Mansory promises a top speed limited to 186 mph.

A Mansory suspension lowering kit should have a positive effect on the vehicle's handling capabilities and can lower the vehicle by almost 1.2 inches.

The most contentious aspect of this Mansory GLS 63 is undoubtedly the interior. Of two versions revealed at launch, the one seen here is finished in a shocking blue hue - not the first time that Mansory has gone completely wild with this color - that is a world removed from Merc's standard palette of mostly blacks and beiges. Mansory script on the headrests and a headliner with the blue shade - as well as a Rolls-Royce-like twinkling effect - are featured. A more conventional tan color scheme is available, though.

The individualized interior kit includes high-quality handmade leather, wood, and carbon fiber trim. Even the trunk comes with an upgraded velour mat with nubuck stitching. With every available option, it's expected that Mansory's GLS 63 will be far pricier than the stock model's $135,400.