Dubai, UAE: The regional launch of two high performance Mercedes-AMGs at the Dubai International Motor Show 2013 (DIMS) has reaffirmed Mercedes-Benz’ position at the top of the luxury automotive industry. Dramatically highlighting the breadth of cars offered by the luxury German manufacturer, the new A 45 AMG marked a new entry point to Mercedes-Benz’ high performance Affalterbach division, whilst the launch of the S 63 AMG up at the other end of the product range epitomised the company’s aspiration to build combine supreme luxury with the ultimate in driving enjoyment and outstanding quality.

A glimpse into the future design direction of Mercedes-Benz’ flagship S-Class luxury saloon was offered in the form of the Concept S-Class Coupé, shown for the first time since its global unveiling at the recent Frankfurt International Motorshow. Towering over a completely refreshed Mercedes-Benz SUV model line-up – which includes the GLK, M-Class, 7-seater GL, and iconic G-Class – the unstoppable G 63 AMG 6X6 embodied Mercedes-Benz’ mission to attract ever more customers to its unrivalled range of luxury off-roaders.

But cars were not the only thing that was new on the Mercedes-Benz stand. On just his fifth day in the job, the exciting additions to the Mercedes-Benz model line-up were launched by Daimler Middle East & Levant’s newly appointed Director for Sales and Marketing, Dirk Fetzer, taking over from Frank Bernthaler who has left to oversee the Austrian market.

Outlining the significance of the newly launched cars to the model range to media at the launch, Fetzer said: “The road ahead is looking good for Mercedes-Benz in the Middle East. Our Mercedes-Benz 2020 growth strategy and our “Best Customer Experience” marketing strategy are taking sales to new heights. With the momentum of best ever sales years in 2011 and 2012 combined with what is now the youngest product line-up in the luxury market for 2013 and 2014, the stage is set for us hit top gear and attract increasingly more customers to experience the best or nothing.

“Our ambition to conquest the SUV market is gaining ever more traction, offering a fantastic model range that includes the market’s best 7-seater with our flagship GL. Blasting from 0 to 100 km/h in just 4.9 seconds and hitting a top speed of 250 km/h, Affalterbach’s GL 63 AMG version is also one of the world’s fastest 7-seater SUVs. Leadership of the luxury saloon market continues with the launch of the all new S-Class – which continues to set the benchmark in the automotive industry and has widely been acknowledged since its debut as the best car in the world.

“We have also left the idea that a Mercedes-Benz is a car to aspire to own in the future well behind us, as we now attract a young and successful new customer base to the brand even earlier with the A 250 Sport. Hot on its heels, the launch of the A 45 AMG today also opens up a new entry point to the Driving Performance of our AMG division, bolstering sales of our range of high-performance beasts of Affalterbach which continue to accelerate.”

The A 45 AMG: Driving Performance for the new generation

The A 45 AMG sees Mercedes-AMG embarking on a new era. For the first time in the company’s history extending back over more than 45 years, Mercedes-Benz’s performance brand is offering a fascinating high-performance vehicle in the compact class. The A 45 AMG is representative of the “AMG Performance 50” strategy for the future, which is to run up to the 50th birthday of Mercedes-AMG GmbH in 2017.

With a maximum output of 360 hp and up to 450 Newton metres of torque, the AMG 2.0-litre four-cylinder turbo engine is the most powerful series production four-cylinder engine in the world. The sensational power density of 181 hp outstrips even the most powerful super sports cars. The performance-oriented AMG 4MATIC all-wheel drive on-board the A 45 AMG sets new standards in the car’s segment.

The substance of the new Mercedes-Benz vehicle architecture for front- and all-wheel drive provides the perfect basis for the A 45 AMG and at least two other high-performance premium automobiles from Affalterbach. In designing and developing the A 45 AMG, the experts at AMG have drawn on the company’s decades of experience in motorsport and the production of powerful, high-performance vehicles. As such, the A 45 AMG will inherit the corporate DNA and embody the AMG brand claim “Driving Performance” to perfection: a fascinatingly sporty driving experience combined with impressive craftsmanship and pronounced individuality.

The S 63 AMG: Driving Performance in the luxury segment

Mercedes-AMG is unleashing the new S 63 AMG: the most powerful high-performance saloon in the luxury segment sets new standards in terms of driving dynamics, lightweight construction and efficiency. The guarantor of effortlessly superior performance is the AMG 5.5-litre V8 biturbo engine delivering 585 hp and 900 newton metres of torque – the most powerful member of the BlueDIRECT engine family.

Thanks to systematic lightweight construction based on the “AMG Lightweight Performance” philosophy, the S 63 AMG tips the scales at up to 100 kilograms less than its predecessor. The new S 63 AMG is also available for the first time with the performance-oriented AMG all-wheel drive system 4MATIC as an option. This not only enhances traction – the S 63 AMG represents a new dimension in driving dynamics in its segment. The design, equipment and appointments of the S 63 AMG meet the highest standards in terms of high-class appeal, quality and perfection.

Systematic implementation of the AMG Lightweight Performance strategy reduces the weight of the S 63 AMG by up to 100 kilograms compared to the predecessor model. This weight saving was achieved largely thanks to the use of a lightweight lithium-ion battery, AMG forged light-alloy wheels, and a weight-optimised AMG high-performance composite braking system. Furthermore, the entire outer skin of the S-Class, including the roof and the front end of the body, is made of aluminium. Installing a spare wheel recess made of carbon-fibre, a material used in Formula 1, reduces the weight by a further four kilograms.

The S 63 AMG also leads the way when it comes to power-to-weight ratio, boasting a figure of 3.37 kg/hp. The result is effortlessly superior performance: Acceleration from 0 to 100 km/h takes 4.0 to 4.4 seconds depending on model variant, and the top speed is 250 km/h (electronically limited).

The Concept S-Class Coupé: An outlook on the new top-of-the-line model

Traditionally the top of the Mercedes-Benz product range is occupied by the grand coupé. With the Concept S-Class Coupé the company provided a concrete vision of the next model generation at the International Motor Show (IAA) in Frankfurt: with its gorgeous appearance and self-assured style it embodies the design philosophy of sensual clarity. In the interior with its spectacular architecture and truly exclusive appointments the four-seater defines the state of the art of modern luxury.

“The new S-Class Saloon was received enthusiastically in the market and perfectly lives up to its role as a representative of the power of innovation of Mercedes-Benz”, said Dr Joachim Schmidt, Member of the Management Board of Mercedes-Benz Cars, Sales & Marketing. “On the S-Class Coupé as the traditional top of our product range the designers take advantage of their additional freedom and thus create an automotive masterpiece”.

Gorden Wagener, Vice President Design at Daimler AG, added: “The Concept S Class Coupé combines tradition and emotion, and is a symbol for the embodiment of our design style of sensual clarity. The perfected design with self-assured style and the highly exclusive appointments make the coupé a true design icon and an expression of modern luxury“.

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