For some, car performance isn't just a luxury, it's a necessity.

Especially for Chinese customers with surging, diverse demands for a neat all-in-one package - not only do they crave the performance required for the racetrack, but also an easier way to fulfill their daily driving needs.

Mercedes-AMG is seeking to provide them with exactly that, just in time for the brand's 50th anniversary.

On Thursday, on the eve of this year's Chengdu Motor Show, the legendary German high-performance and sports car brand held the official China launch of its new Mercedes-AMG 43 Series.

Epitomizing the driving performance that drivers and enthusiasts have come to expect from Mercedes-AMG, the models being released include the Mercedes-AMG C 43 4MATIC Special Edition; the Mercedes-AMG E 43 4MATIC Special Edition, the Mercedes-AMG GLC 43 4MATIC and its special edition; the Mercedes-AMG GLC 43 4MATIC Coupe SUV and its special edition; the Mercedes-AMG GLE 43 4MATIC and the Mercedes-AMG GLE 43 4MATIC Coupe SUV. The models range in price from 688,000 yuan ($103,295) to 1.068 million yuan.

"With a wide range of product lines, amazing customer experiences and premium services that fully meet local customer needs, AMG has seen steady, sustained sales growth and attracted tens of thousands of fans to the AMG world since it entered China," said Nicholas Speeks, president and CEO, Beijing Mercedes-Benz Sales Service Co Ltd.

Under the brand claim of 'Driving Performance', Mercedes-AMG has achieved great success in the world of motorsports over the past 50 years. During this time it has brought countless high performance car enthusiasts, including Chinese customers, exciting and extremely individualized products.

The new AMG 43 Series is aimed at allowing even more local consumers and discerning automobile enthusiasts to experience the ultimate in driving performance.

"The Mercedes-AMG 43 models will further enrich the range of AMG products here and ofer even more choices to high-performance car enthusiasts, who want to join the AMG world," he added.

Just like their predecessors in the Mercedes-AMG family, these latest masterpieces from the world-renowned brand bring the superb performance, fine craftsmanship, and extraordinary quality that many have come to expect from Mercedes-Benz's high performance sub-brand.

Crafted to be exceptional

In 1967, Hans Werner Aufrecht and Erhard Melcher, two engineers with a passion for motorsports, began working on the first AMG model.

However, today it's not just exceptional engineering that sets AMG apart. It's the legacy the brand has garnered on the racetrack over the past 50 years - from the instant respect and recognition won by the 300 SEL 6.8 AMG at the Spa 24 Hours in 1971, to the recent three consecutive victories won by the Mercedes-AMG Petronas F1 team.

Now, with the launch of the AMG 43 series, the brand has its sights set on putting more consumers behind the wheel of its vehicles.

"From track to road, from legend to icon, the all new Mercedes-AMG 43 series - as the new entry into the AMG world - will open up a new segment for us," said Mao Jingbo, executive vice-president for AMG/smart/VClass and Vito sales operations at BMBS, underscoring the brand's power.

"With pure AMG genes, great passion on the track, and extremely high day-today usability, they will attract even more AMG lovers into the wonderful AMG world," she added.

Since entering China, the brand has been working to allow more and more of its fans here to experience the world of AMG.

In order to mark its launch in China's dynamic market, AMG has designed four special editions of the AMG 43 series exclusively for China, including the Mercedes-AMG C 43 4MATIC Special Edition, Mercedes-AMG E 43 4MATIC Special Edition, Mercedes-AMG GLC 43 4MATIC Special Edition, and Mercedes-AMG GLC 43 4MATIC Coupe SUV Special Edition.

"2017 marks the 10th anniversary of Mercedes-AMG here in China, as well as a year of preparation for further growth," Mao said. "The launch of 11 widely-anticipated new models means a big year for AMG products in China."

As a high-performance car brand born on the racetrack, AMG is aiming to bring more consumers into the AMG world with the new AMG 43 Series and with the brand's characteristic spirit seen in every aspect of the new models, the AMG 43 Series is likely to succeed in doing just that.

"Going forward, AMG will allow China's high performance car enthusiasts to fully experience 'Driving Performance' with more new models, rich customer experiences and innovative marketing initiatives," Mao said.

Racing genes for performance

Having inherited AMG's characteristic racing genes, models in the AMG 43 Series possess the unmatched performance intrinsic to the brand, interpreting their brand claim for a new segment and new audience.

AMG's archetypal power is featured in all new models in the series, with AMG-reengineered 3.0L V6 bi-turbo engines delivering maximum power output, from 270 kilowatts to 295 kW, and peak torque of 520 Nm.

As Thomas Erb, head of AMG in China, put it: "The V6 bi-turbo models of the all new Mercedes-AMG 43 series are coming with seven pure Mercedes-AMG genes which will bring performance enthusiasts an exhilarating, pleasurable driving experience."

The 9G-TRONIC transmission provides unmatched responsiveness when shifting, while the AMG performance 4MATIC, standard across the AMG 43 Series models, brings rear-biased torque distribution that combines high traction with agile handling.

AMG sports suspension allows drivers to select from various modes such as Comfort, Sport and Sport+, ensuring control under all conditions.

Together, these systems provide AMG's exclusive performance, enhanced by the sweet roar unique to AMG's sports exhaust system.

Along with the AMG 43 Series enriching its production portfolio, AMG has enabled itself to be more approa chabl e and ha s enlarged its customer base.

Consistently delivering high performance has written the legacy of Mercedes-AMG over the last half-century.

Yet the brand never settles for the status quo, constantly striving to push the limits and to bring eternal passion for racing to a wider customer base across the world.

lifusheng@chinadailky.com.cn

(China Daily 08/25/2017 page15)