Stronger AMG brand links for Mercedes’ F1 team in 2021 · RaceFans

by Oct 7, 20200 comments


Mercedes’ performance brand AMG will be more prominently linked to its multiple world championship-winning team as of the 2021 F1 season.

AMG’s “links with Formula 1 will intensify next year, to reflect its identity as Mercedes’ high performance sub-brand”, said a statement from parent company Daimler.

Mercedes is already using Formula 1 power unit technology in the Mercedes-AMG Project One hypercar. Speaking in a virtual investor conference on Tuesday Ola Kallenius, chairman of Daimler and Mercedes-Benz, described the coming changes at the team which has swept both F1 titles every year since 2014.

“With Project One, we’re taking the Formula 1 powertrain and putting it on the road,” said Kallenius. “So it just comes natural to us to leverage Formula 1 even more for AMG going forward.”

Mercedes intends to position AMG as its “high-performance sub-brand”. It will introduce new electric models to its range in the future, drawing on its highly successful Formula 1 programme.

“AMG was founded as a motorsports brand,” said Kallenius. “The founders of AMG – Aufrecht and Melcher, the ‘A’ and the ‘M’ in AMG, they only built the road cars to be able to finance their racing.

“This is very similar to the strategy of other racing legends or performance car brands whether they’re from Italy or in the the UK in the the past, the passion was about racing.

“And Formula 1 as the pinnacle of motor sports was the highest form of performance. We will use the technology development in Formula 1 for performance hybrids and going into other exciting technologies in the future and put that into our AMG cars.”

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