"55 years - changing the game" is a celebration of all things AMG.
While rival brand BMW M has been grabbing all the headlines with its 50th anniversary, Mercedes-AMG is also celebrating a rather special milestone this year. The Affalterbach-based performance subsidiary turns 55 this year and has introduced a slew of special editions to mark the occasion, including the A35 and CLA35 Edition 55 models.
But the party has only started over at AMG. A new brand campaign (called "55 years - changing the game") will commemorate the innovation and engineering prowess the performance arm has become known for. Ambassadors such as Lewis Hamilton and will.i.am will form part of a massive social media project that will tell the stories of both AMG vehicles and the people behind them.
There's plenty more to look forward to. A unique exhibition will honor legendary AMG vehicles at the Mercedes-Benz museum, while the exclusive AMG Private Lounge in Affalterbach will display a unique exhibition. Elsewhere, a special Inside AMG episode on the brand's YouTube channel will pay tribute to the anniversary through "different perspectives."
Those who know Mercedes-Benz and AMG are aware of the brand's illustrious history and contribution to the world of performance cars. Legends such as the 300 E 5.6 "Hammer" and 300 SEL 6.8 "Red Pig" cemented AMG's reputation as a builder of ferocious super sedans, while vehicles such as the current GT 63 S E Performance and the oft-forgotten SLS AMG Electric Drive represent innovation.
To round off the campaign, AMG legends of years gone by will be paired with their contemporary successors and will likely be displayed in the museum display and on social media channels. Think R129 SL73 AMG and the current AMG-developed SL range.
Mercedes-AMG continues to push the envelope with creations such as the One hypercar, a $2.8 million rarity that's powered by a 1,000-horsepower F1-derived V6 engine. Sadly, none of the 275 examples slated for production will make it to the United States.
Mercedes-Benz has pulled no punches when it comes to readying itself for the future. The relatively fresh EQ range has ushered in several luxurious EVs that may be oddly styled but do, at least, boast incredible technology and high levels of luxury. AMG will head down the same avenue soon and, while we will miss the baritone grumble of an Affalterbach V8, there's still lots to be excited about.
The recently previewed Vision AMG seen above is a thing of beauty and gives us a glimpse into the subsidiary's future design language. Here's to the next 55 years, AMG.