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Mercedes-Benz is to revamp its upper medium C-class trim levels, introducing its sporty AMG branding to the range for the first time in a move designed to replicate the success witnessed by Audi and BMW with their S-line and M-sport trim levels respectively.
For the model year 2013, cars that will be coming through from August 2012, the SE, Elegance and Sport trim levels will change to Executive SE, AMG Sport, AMG Sport Plus.
"We're starting to use AMG more in our product descriptions - it's our best-kept secret," said head of fleet sales Nick Andrews. "AMG will feature a lot more in the marketing and communication."
AMG has traditionally been the performance division of Mercedes, responsible for the large-engined high-power models such as the 6.3-litre V8 C63 AMG.
Although AMG's profile will increase, the new Executive SE trim will be of most interest for fleet
C-class buyers. For an extra £35 over the current car, improved standard kit includes a sport grille, daytime running lights, leather interior and new specific alloy wheels.
"Look at Audi and the fantastic success with S-line - the mix of cars is very high, and BMW M-sport is exactly the same," Andrews told BusinessCar. "While the M3 or Audi's RS are halo products, they actually take advantage of that by making
S-line and M-sport more accessible." The C-class Coupe will also get the same trim level changes, although it's not confirmed yet if and when other Mercedes lines will follow suit.
"AMG is a high-end product but not accessible, so let's give drivers an insight to AMG and at the same time try to reduce the complexity in the line-up and simplify the model range," Andrews continued.
"We want to develop and grow our fleet business, which means we need to be desirable."
The AMG move is just one approach Mercedes is taking to increase its profile in the corporate sector.
"The key message is that Mercedes is an affordable proposition - we recognise that there are a number of preconceptions that Mercedes is expensive, or a director's car," Andrews admitted. "We'll challenge those preconceptions."
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