'AMG Seoul offers customized experience of high-performance cars'
AMG Brand Manager at AMG Seoul Lee Ji-hun pose in the Mercedes-Benz's special dealership store in Gangnam, Wednesday. Courtesy of Mercedes-Benz Korea
By Kim Jae-heun
AMG Seoul is the world's sixth AMG Brand Center, having opened here four months ago. The center sells only Mercedes-Benz's high-performance cars, but it has become a must-visit place for car lovers.
The high-performance subsidiary of Mercedes-Benz hires its own engineers to customize the German carmaker's vehicles.
“Since the opening of AMG Seoul, there have been many visitors here including students, YouTuers and reporters. The number skyrocketed between August and September. Starting in October, we have been receiving customers mainly,” Lee Ji-hun, a brand manager at the showroom, said during an interview with The Korea Times, Wednesday.
The AMG showroom offers many exclusive services for customers.
“First of all, our customers don't have to wait. They can make reservations in advance and we have eight AMG experts here to provide consultations. We also have Seoul Edition cars customized for local customers. Our staffers learn and study Koreans' favorite colors and options and make special orders from headquarters in collaboration with Mercedes-Benz Korea,” Lee said.
AMG Seoul started with only a small number of Seoul Edition vehicles to gauge market response. It turned out to be a huge success and now the special dealership store introduces a new model every month. This month, some 100 people entered a lottery to win a red G63 AMG Seoul Edition SUV. Lee picked the name on Wednesday in front of the press and announced the winner.
AMG Brand Manager Lee Ji-hun speaks during an interview with The Korea Times at AMG Seoul in Gangnam, Wednesday. Courtesy of Mercedes-Benz Korea
“There is 'The Eye Zone' on the second floor of the store where the wall is made of glass for people to check out our latest Seoul Edition cars from outside the building. Now we have a green AMG GT-R model,” Lee said. “In the first half of next year, AMG Seoul will unveil the second lineup of Seoul Edition cars.”
Digitization is another key concept at AMG Seoul. There is a display panel on the first floor that will show the names of customers to greet them when they arrive at the entrance.
There is also an “AMG One Display” system to show customers an image of the car they want to buy after selecting the color and options. AMG Seoul is the first store in Asia to feature that system. “AMG Gaming zone” offers a virtual reality experience of driving an AMG car.
“The most practical experience, I would say, is our service center built next to our showroom. Most Mercedes-Benz stores here don't have a service center next to them. At AMG Seoul, customers can get their repair service easily and quickly. Because our showroom is a special store, we handle only AMG cars,” Lee said.
There are 14 demonstration models featuring different engines ready for customers to test drive before their purchase. AMG Seoul is the only store in the country to have them.
Next spring, the AMG dealership plans to open its rooftop space for coffee-making classes and parties in the evening.
“We want our customers to mingle with each other and share their experiences with AMG cars. Korea just adopted the Living with COVID-19 policy so we cannot immediately jump to hosting events, but when the pandemic situation eases, we will definitely offer a number of cultural events,” Lee added.
Lee's ultimate goal is for AMG Seoul to be a pioneer in the domestic high-performance car market.
“The market for high-end vehicles is growing steadily along with the needs of customers. AMG Seoul wants to offer circuit racing and racing DNA experience,” Lee said.