Chamberlain didn't forecast a specific growth target but said AMG would "definitely" still achieve a double-digit percentage increase in 2017, the subbrand's 50th anniversary year. In 2016, Mercedes sold 23,261 AMGs in the U.S.
Mercedes has expanded the lineup with the AMG 43 midrange models. These have enhanced performance elements but don't reach the level of the traditional AMG 45s, 63s and 65s. The midrange entries were called AMG Sport models when the company introduced them in 2015, but executives changed the nomenclature last year.
"We have two halo products on the road, whether it's the pure performance cars, the 63s with the V-8s, or whether they're the 43s, the V-6s," Chamberlain said. "You get great-looking product with great performance. It helps shape Mercedes [and makes it] a little bit more contemporary."
The midrange models make AMG more attainable for customers who can't afford the top-level models. For instance, the base C-class coupe starts at $43,575, while the AMG C43 starts at $56,425 and the AMG C63 jumps to a $67,925 base price. Those prices all include shipping.