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AMG Styleguide PoS EN PDF
AMG Styleguide PoS EN PDF
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As an AMG Performance Center, you are an essential part of this brand experience.
Accordingly, we would like you to use this brochure as a tool to help you turn our customers’ dreams
into reality at the point of sale by creating an emotional brand presence.
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Contents.
4. Presentation.
Stand: July 2016
6 The values of AMG. 7
AMG is based on the motor sport DNA of company founders Hans-Werner Aufrecht and Erhard Melcher.
And we bring the fascination of motor sport to the daily lives of our customers.
We want to ensure that every AMG driver can experience the unique performance feeling from the
world of motor sport – in every model, on every journey and in every AMG Performance Center.
8 AMG Performance Center Definition. 9
The integral approach of an AMG Performance Center guarantees a first-class brand experience across
all touchpoints of a customer relationship. The focus here is on a consistent AMG-specific brand
presence. Our Retail Experience defines the emotional sales approach and brings the fascinating world
of motor sport to the AMG showroom. RETAIL
MANPOWER
EXPERIENCE
Besides the brand-specific Retail Experience, the AMG Performance Centers are also renowned for
their highly trained AMG Sales and Service Experts and the annually held AMG Driving Academy events
such as the AMG Performance Tour. These elements help to create a special brand experience and
bring the world of AMG to life for all customers and prospective customers.
RETAIL MARKETING
10 AMG Performance Center Definition. 11
A RETAIL EXPERIENCE WITH DRY WALL STRUCTURES – However, compared to individual drywall structures, this option provides far less
GLOBAL BASIS FOR THE AMG PERFORMANCE CENTER opportunity to create a distinctive AMG space, resulting in a brand presence that does
not achieve its full emotional effect.
Finding the perfect sales approach is a success factor that is becoming increasingly more
important. Just as our vehicle quality continously increases, expectations in relation to an
exclusive vehicle presentation concept are also subject to constant change.
Support for individual planning
We have developed the drywall presentation system to set new standards and meet our The configuration tool allows each AMG Performance Center to be individually planned and
customers’ high expectations. Distinctive accents are set here using a modular system in designed with the close collaboration and approval of AMG HQ.
an individually adapted concept to create various spaces and atmospheres. The drywall
system is recommended for designing a distinctive AMG world at the point of sale. YOUR CONTACT PERSON
Martin Fleig
Network Development
Mercedes-AMG GmbH
+49 (0) 7144 302-6991
martin.fleig@daimler.com
12 AMG Performance Center Definition. 13
B C D
A
D
AMG section in the presentation area. Drywall structures provide volume and create
varied and fascinating room layouts.
COLOUR VALUES:
Flooring demarcates the space and creates individual MPS II elements, graphics and functions are Anthracite grey RAL 7016 – matt
presentation areas. embedded flush with the wall. Signal white RAL 9003 – matt
16 AMG Performance Center Definition. 17
New flooring materials make it possible to clearly demarcate and differentiate the AMG sections
and present the vehicles on an authentic surface.
The asphalt-look stone granule design is inspired by the urban habitat of the AMG vehicles.
Clear demarcation using distinct floor surfaces is essential for creating a differentiated and individual
AMG brand presence. The Regupol flooring with tyre marks, kerbs and Pit Lane markings immediately
brings to mind the world of motor sport. In contrast, the shagpile carpet creates a pleasant Regupol printed flooring
atmosphere and improves the quality of the visit. Area used: Pit Lane Module
Shagpile carpet
Areas used: Lounge, Workbench, Sales Desk
Lounge | Sales Desk.
Rim Presenter.
Textile Graphics.
B
A
You will find a wide range of current campaign images by visiting the Inside AMG website at: performance-center.mercedes-amg.com
30 Presentation. 31
4. Presentation.
32 Presentation. 33
B
6,0 m
Diagonal option
2,00 m
3,63 m 4,0 m
D
ELEMENTS:
6,0
6.0 m H
A Drywall structure
B Textile Graphic
C AMG Speedlines E
D Regupol flooring with print F
2,00 m
E Alternative: stone granules with painting
3,63 m 4,00 m 6,00 m
F Kerbs (printed on Regupol)
5.0 m G Sound Counter with integrated sound module in the rear wall
Straight option
G
H Sound Counter with additional Oil Drum (for update projects)
34 Presentation. 35
4.0 m
ELEMENTS:
A Drywall structure
B
B Textile Graphic
C Asphalt-look flooring
D LED light fixtures E
E Graphic extension on the floor
C
3.63 m 5.63 m
36 Presentation. 37
THE PERFECT PLACE FOR RELA XED AND ST YLISH SALES TALKS
BET WEEN THE CUSTOMER AND SALES ASSISTANT.
A D
Name: Workbench Name: Alcove highback sofa Name: Space table, JL50 Name: Desk
Manufacturer: ISARIA Manufacturer: Vitra Manufacturer: Fritz Hansen Manufacturer: Staples
Dimensions: H: 1000, Dimensions: H: 1360, Dimensions: D: 1000, H: 370 mm Dimensions: H: 720–760,
W: 600, D: 2866 mm W: 1640, D: 840 mm Material: Glass painted black W: 2000, D: 900 mm
Material: Painted white, Material: Laser 04 black, underneath, Material: Stainless-steel panel trim,
tabletop leather and real carbon chrome base steel frame painted white black body
ELEMENTE:
B C Name: Bar stool About A Stool, AAS38 Name: Twiggy Terra Name: Space lounge chair, JL11 Name: Champ visitor chair 3C02C/5C65C
A Workbench lounge module (standard) Hersteller: HAY Manufacturer: Foscarini Manufacturer: Fritz Hansen Manufacturer: Interstuhl
Dimensions: H: 650, Dimensions: H: 2600, Dimensions: H: 760, Dimensions 3C02C: H: 1090,
B Alcove lounge layout (optional)
W: 450, D: 470 mm W: 2000, D: 460 mm W: 850, D: 700 mm W: 650, D: 710 mm
C Armchair lounge layout (optional) Material: Black plastic shell, steel Material: Painted composite Material: Plastic shell painted Dimensions 5C65C: H: 915,
D AMG-specific workspace frame painted black material, black or white white, black leather upholstery, W: 600, D: 600 mm
steel frame painted white Material: Black upholstery, polished aluminium
star base/black upholstery, chrome frame
38 Presentation. 39
A Drywall structure
B 4.0 m
min. 43.6 cm
B Textile Graphic or
6.0 m
5. Layout examples.
AMG has followed an extraordinary growth path, which is reflected in
growing sales and especially in the continued expansion of the product
portfolio. In order to meet future demands, it is essential to dimension
the AMG section accordingly.
2010 2016
42 Layout examples. 43
Top view Top view Top view Pit Lane Module Sound Counter Stone granules
Option: Oil Drum sound module
Rear view Rear view Rear view Hot Car Place Carpet
44 Layout examples. 45
Top view Top view Top view Pit Lane Module Sound Counter Stone granules
Option: Oil Drum sound module
OPTION 1 OPTION 2
OPTION 3 OPTION 4
Printed Regupol
Carpet
48 Layout examples. 49
Configuration | Overview.
S MODULE M MODULE L MODULE
MODULE DESCRIPTION
2 VEHICLES 3 VEHICLES ≥ 4 VEHICLES
1. Remove the existing flooring in the selected area. 2. Lay the printed Regupol flooring.
3. Change the Textile Graphic and affix the Speedlines. 4. Install the sound module (optional).
54 Branding elements. 55
8. Branding elements.
The visual branding – which includes the AMG Signage on the façade, AMG Performance Center
Flags outside the showroom, the AMG logo on the entry sign and on the branded pylon by the
entrance, the AMG Performance Center Window Sticker and the AMG Performance Center Vehicle
Stickers – form part of your business card.
New, official AMG outdoor branding is available to increase your visibility as an AMG Performance
Center. This has been adapted to match the look of the new Mercedes-Benz branding with
free-standing letters. The roll-out will take place at the same time as the Mercedes-Benz outdoor
branding is updated.
AMG Performance Center Vehicle Stickers AMG Banner Interior Branding – greater visibility indoors
Information
AMG Signage – outdoor AMG Performance Center Flags AMG Performance Center Window Sticker AMG Registration Plates AMG Flying Banner
56 Next steps. 57
7. Next steps.
58 Next steps. 59
Impressions AMG Performance Center Munich. Impressions AMG Performance Center Stuttgart.
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