The Mercedes-AMG GT campaign is beginning its assault on the hearts of sports car enthusiasts under the banner “Handcrafted by Racers”. Pure fascination and high-end technology: with the new GT, Mercedes-AMG is positioning itself more emphatically than ever as a sports car brand in its own right.
The newly developed AMG 4.0‑litre V8 biturbo engine comes in two output variants: as the GT rated at 340 kW (462 hp) and the GT S at 375 kW (510 hp). It enables outstanding performance figures such as acceleration from zero to 100 km/h in 3.8 seconds and a top speed of 310 km/h. The unique driving performance of this thoroughbred sports car combining emotional design with genuine motorsport genes is also the central focus of the integrated worldwide launch campaign.
“This campaign is aimed at true sports car enthusiasts with high-octane fuel running through their veins. Our customers seek a thoroughbred sports car in which they can push themselves to their limits,” says Tobias Moers, Chairman of the Board of Management of Mercedes-AMG GmbH. The marketing mix for the campaign covers all communication channels, with the content tailored in each instance to the target group’s information and entertainment needs. “Our campaign focuses on the essence of what makes the Mercedes-AMG GT so fascinating: the quest for pure, performance-oriented perfection and the desire to rise to challenges and win through. The claim embodying the Mercedes-AMG DNA, ‘Handcrafted by Racers’, serves as a leitmotif which is manifested in various guises throughout all communication activities and channels,” stresses Dr Jens Thiemer, Head of Marketing Communication at Mercedes-Benz Cars. “The campaign authentically positions the new Mercedes-AMG GT as a genuine challenge to the established contenders in its class.”
The Mercedes-AMG GT has been online since the beginning of September 2014 at http://www.mercedes-benz.com/mercedes-amg-gt with an informative special covering the topics of design, dynamics, lightweight construction and comfort. A special feature will be added at the end of January 2015, enabling interested users and sports car fans to experience the unique sound of the new AMG 4.0-litre V8 biturbo engine in interactive mode. A virtual accelerator pedal enables users to rev up the GT. Three camera angles capture the vehicle from different sides on a dynamometer. Key items of information are additionally displayed. The interactive accelerator pedal will be launched together with a comprehensive scope of activities via the AMG website, banners and social media channels.