Mercedes-AMG’s Strategy: Balancing Exclusivity With Mass Market Appeal

Mercedes-Benz Malaysia details its AMG strategy, aiming to lure new customers with accessible models while preserving the exclusivity and thrill of its high-performance cars.

In an increasingly competitive market, Mercedes-Benz Malaysia (MBM) is sharpening its focus on its high-performance AMG brand, employing a sophisticated strategy that balances mass-market accessibility with high-end exclusivity. This approach ensures that while the AMG brand remains the “pinnacle” of Mercedes’ core values.

“The performance, the precision, the engineering, that pursuit for perfection that goes into every car that we design. And AMG is really the pinnacle of that that brings everything together,” said Nadia Trimmel, Vice President, Marketing & Sales, Mercedes-Benz Cars Malaysia & SEA II.

The Dual Strategy in Action

The company uses a two-pronged approach for its performance lineup:

1. Mass Market Accessibility (CKD): MBM is making the AMG vibe more accessible through locally assembled (CKD) models like the C 200 AMG Line and other performance variants like the 35s and 43s. The C 200 AMG Line, for instance, is positioned as quite accessible from a price point, targeting the mass market while offering the aesthetic appeal of AMG. MBM acknowledges that these models, while providing good value, serve as a way to re-inspire people about the brand.
2. High-End Exclusivity (CBU): Conversely, the more powerful models, such as the 45s and 63s, remain exclusively CBU (Completely Built-Up). This is a conscious effort to keep the exclusivity and high value of the top-tier AMG brand on a high. The CLE 53, for example, is a CBU model offered on a built-to-order basis, allowing customers to customize their options and reinforcing its specialized position. Similarly, the CLA 45 Final Edition is a specially curated limited-edition for Malaysia, with only 20 units available, marking the final iteration of the model.

Looking Ahead

MBM views this dual strategy as a crucial factor in navigating general market challenges and the entry of new competitors. Vice President Nadia Trimmel reaffirmed that the company will continue to leverage the strength of the brand and ensure its extensive portfolio—spanning ICE, PHEVs, electric vehicles, and performance models—provides choice for all market segments. A primary focus will be on the customer experience and customer engagement to maintain its base of loyal customers and attract new ones.