KNOXVILLE, Tenn. -- Mercedes-Benz USA aims to quickly expand its offerings of AMG Sport models and will ask select dealers to invest in dedicated showroom space and additional training.
By the end of 2016, the brand plans to have 100 AMG performance centers at dealerships around the country. The first 10 will be piloted by Christmas of this year, Steve Cannon, CEO of Mercedes-Benz USA, said on the sidelines of a media event here. Nearly one-third of the brand's 370 dealerships ultimately would have a center.
"You need to treat AMG as if it were a Porsche franchise that sits inside your Mercedes-Benz store," Cannon said he's telling dealers. "We need to really step up our game in how we treat the AMG customer and how we treat the AMG brand."