Based on the company’s strategic product range expansion of recent years, Mercedes-AMG reaches a milestone in its sales strategy with the opening of a dedicated retail outlet in Tokyo.
The new location represents the sports car and performance brand for the first time in a discrete architecture, and affords customers an approachable brand experience. The car dealership is located in a favourite residential area in Tokyo’s Setagaya district, and defines the next stage of the globally successful AMG Performance Centres and serves as a role model.
The focus of the opening is on the Mercedes-AMG GT R, with which the sub-brand most recently expanded its product lineup at the upper end of the range.
More than 400 AMG Performance Centres in 40 countries have been opened since 2008. Unlike in the past, the location in Tokyo Setagaya is not integrated as a shop-in-shop into a Mercedes-Benz dealership, but is based on the stand-alone concept. Customers can experience the brand universe of AMG on two storeys. The focus in the showroom is exclusively on the models and themes of Mercedes’ sports car and performance brand.
The design of the enclosed structure is modelled after the architecture of the modern company building in Affalterbach and on the AMG “Driving Performance“ brand claim. The highlight of the building’s exterior is a LED facade. During daytime, the white louvres and the diagonal structure provide a dynamic appearance. At night, white-red exterior lighting is activated.
Customers and prospects can learn about the latest AMG Performance models and their technological features, the AMG Driving Academy, the AMG Collection, and the involvement of AMG in motorsport on two storeys with a total area of almost 1000 square metres. In future, the independent AMG retail partners will handle all functions of a car dealership, and create a unique brand and product experience for customers.
Real motorsport situations are staged inside. A deliberately simplified interior design and focused lighting provide the perfect stage for the sports car and performance models from Affalterbach. The new retail outlet features lounges, a boutique, motorsport exhibits, and consultation areas to provide several appealing places for conversations with customers. The vehicle handover area is integrated into the showroom and can be flexibly separated to provide customer privacy if needed.
Generous, functional areas permit flexible uses, such as market launches or VIP events. State-of-the-art video and audio technology are a given. A power wall allows customers to configure Mercedes-AMG vehicles to their personal preferences, while a sound counter lets them experience different engine notes. Large-scale graphics create a close link to motorsport.
The vehicles on display sit on asphalt. The black colour creates an intriguing contrast to the white “arena” on the upper storey. Various road markings transport the racetrack into the showroom. They refer to the roots of the sports car and performance brand, which scored a legendary win with a red AMG 300 SEL 6.8 at the Circuit de Spa‑Francorchamps in 1971.
In 2017, Mercedes-AMG celebrates the company’s 50th anniversary, and focuses on the “Driving Performance“ brand promise. This promise and the brand values of Mercedes-AMG are reflected in the new retail outlet in Tokyo Setagaya. 
Read our review of the Mercedes-AMG E63 S, the most powerful E-Class ever made.
Read our local comparison of Mercedes-AMG GT S and Porsche 911 GTS.
