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Electrification Could Force Mercedes-AMG to Reinvent Itself

Performance brand involved in EV development

Stefan Ogbac
Aug 14, 2017

Mercedes-AMG, the performance arm of Mercedes-Benz, may be forced to reinvent itself with the advent of electrification. Speaking with Autocar, Drummond Jacoy, the director of vehicle development at Mercedes-AMG, revealed it needs to embrace electrification. Jacoy also points out Mercedes-AMG has the capability to do electric vehicles, the first being the SLS electric drive back in 2013. "That was a very impressive vehicle for its time and we've nurtured that technology and the learning we have from hybrid vehicles," he told Autocar.

One of the aspects Jacoy believes allows Mercedes-AMG to stand apart is its involvement in the development of mainstream Mercedes-Benz models. This allows the performance division to ensure all of Mercedes-Benz's vehicles can be turned into performance cars. Jacoy also revealed to Autocar this process continues with the brand's upcoming electric vehicles; however, it will force Mercedes-AMG to find a new identity since the division's trademark V-8 growl won't be there.

In addition to the Project One hypercar, Mercedes-AMG will be developing more electrified vehicles that includes hybrids and EVs in the future. Mercedes-Benz has also announced recently it has left the DTM Series and will focus its racing efforts in Formule E, hinting it has prioritized the development of all-electric vehicles. Earlier this year, Daimler, the parent company of Mercedes-Benz, revealed its own battery plant.

Source: Autocar

Mercedes Benz SLS AMG Electric Drive on Ring 22 Photo 5/5   |   Electrification Could Force Mercedes-AMG to Reinvent Itself
By Stefan Ogbac
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