India’s largest luxury car manufacturer, Mercedes-Benz has further deepened its commitment to the Indian customers, by commencing the localization of a Mercedes AMG model in India. The AMG is Mercedes-Benz’s performance sub-brand having a wide portfolio of performance limousines, performance SUVs, SUV Coupés, and sports cars in India. The AMG brand has a dedicated retail presence through the AMG Performance Centres located across Indian metros. The AMG performance brand has a leading market share in the performance market in India.

Which will be the first ‘Made in India’ AMG?

The first “Made in India” Mercedes-AMG product to roll-out of the assembly line from Mercedes-Benz India, will be the AMG GLC 43 4MATIC Coupé. The ‘made in India’ AMG GLC 43 4MATIC Coupé will become an exciting addition to the fascinating world of AMG Driving Performance in India. Commenting on this strategic announcement, Martin Schwenk, Managing Director & CEO, Mercedes-Benz India stated, “The AMG brand over the years has become synonymous with performance motoring in India and remains highly aspirational. The decision to locally produce AMG in India underlines Mercedes-Benz’s clear roadmap for the Indian market and our long-term commitment to our Indian customers. We want AMG to be more accessible to potential customers and play a bigger role in our overall portfolio we offer in India. This decision is an important milestone towards strengthening our AMG ambitions in India further.”

“The AMG GLC 43 4MATIC Coupé is an important model in our portfolio having the distinction of being one of the highest-selling AMG models in India. We are proud to introduce this dynamic SUV Coupé for our Indian customers now in its ‘made in India’ version. The addition of the stylish AMG GLC 43 Coupé will further cement our strong position in the performance SUV segment. We are confident, the launch of the locally produced AMG GLC 43 4MATIC Coupé will drive in value and aspiration for our customers and help the dynamic SUV Coupé retain its top preference among the discerning AMG customers.” elaborated Mr Schwenk.

When can I buy the ‘Made in India’ Merc?

Commenting on the localization decision of the AMG, Piyush Arora, Executive Director, Operations, Mercedes-Benz India stated, “Our production facility, is a global benchmark in quality and technological advancement in manufacturing, and remains the backbone of our growth story in India. We are highly excited to commence the local manufacturing of AMG in India as it will add a new production milestone in our India journey, further deepening our commitment to the Indian market. The decision to commence localization of the AMG GLC 43 4MATIC Coupé firmly reiterates our significant manufacturing prowess and innovation in manufacturing, developed over the Mercedes-Benz India, in the last two decades. We are glad to offer world-class products to our Indian customers with substantial local value addition, in the shortest possible time.”

Should I be excited?

The AMG GLC 43 4MATIC Coupé combines new, and expressive design features with improved performance. The latest version of the MBUX infotainment system, with AMG specific functions and displays, introduces an innovative control concept that adds to the vehicle’s feasibility for everyday use. The practicality of the vehicle is further enhanced by the exceptional amount of space provided for passengers and luggage, and a comprehensive range of safety features. The vehicle’s exceptional agility and sporty driving dynamics ensure that MercedesAMG meets the brand promise of “Driving Performance”.

What’s in it for me (from a customer stand-point)?

Well, Mercedes Benz is a luxury car manufacturer. In India, the tax structure is the biggest issue, faced by many manufacturers. The cost of importing a car through a completely built unit(CBU) route, combined with several duties and taxes for a premium luxury sedan or SUV, make the price considerably high. With the new ‘Made in India’ initiative, customers will be able to observe a huge difference in the cost of owning a Merc. The locally assembled unit is expected to be priced lower than the one imported. However, Mercedes Benz has not revealed the price structure yet. So stay tuned for the next update.