Mercedes-AMG is one of the world's most recognizable performance brands, having created a reputation for building cars with engines that can incinerate tires at a whim. As the brand has matured, its offerings have become a little more grown-up in some ways, but even in cars that look like a businessman's daily driver - the new AMG GT 63 S E Performance is a good example - you know that you're getting something special. That feeling of being associated with something special is now being extended further, reaching the customer even before they get into a new AMG. That's because the Affalterbach-based performance brand has created a new delivery experience for customers who wish to take delivery in Stuttgart.

Mercedes-AMG inaugurated its new AMG Customer Delivery Centre in Affalterbach this week, making some of its first deliveries to customers from this 7,500 square foot delivery hall. The facility was completely redesigned to reflect "the Performance Luxury claim of the AMG brand." To achieve this, a special mastic asphalt flooring was installed, along with various other high-quality materials and the AMG colors adorning various walls.

Two "experience areas" with five delivery bays are available for customers to collect their cars while two pits in the so-called 'Paddock Club' remind customers of AMG's motorsport roots and its close ties to Formula 1 in particular. This is reserved for stand-out vehicles like the AMG GT Black Series.

There's also another delivery area called the 'Business Lounge', where up to three AMG vehicles can be handed over at once. Customers who wish to take advantage of these new experiences can book when they order their new cars, and those who choose to do so will be able to enjoy a meal in the AMG Private Lounge, check out the latest models in the AMG Showroom, or look at the AMG engine factory as part of a tour. More options are available, with your experience ending with a handover that AMG is calling "Unboxing your Star."

To book the experience, customers can select an Affalterbach handover when ordering their new AMG, but for the time being, only German customers can collect their cars here.