Mercedes-AMG Is Adamant The A35 Is Not Diluting The Performance Brand

It’s no secret that Mercedes-AMG is cashing in demand for its vehicles by continually expanding its range with a dizzying array of options.

The latest addition to the AMG family is the punchy Mercedes-AMG A35 hatchback. While it will act as a new entry-level model in the AMG range, the company doesn’t believe it has a negative effect on the brand.

“The A35 family is not diluting the brand,” AMG boss Tobias Moers told Car Advice at the Paris Auto Show.

“We have shared components with the next 45. And driving dynamics-wise it’s on the same level as the current A45, but with less horsepower. It’s a different segment and we’re going to be really competitive with pricing.

“From my perspective… value for money, that’s the key. When we introduced the A45 we had a lot of questions like that, was the brand diluted? No. We get access to brand new customers,” he said.

While denying that the AMG brand has been diluted, instead implying that it is simply accessible to more people nowadays, there’s no debating the fact that the AMG range has changed drastically over the last decade. No longer does the company simply develop hotted-up and slightly-unhinged versions of Mercedes-Benz’s most popular models, but it now has the freedom to develop its own bespoke vehicles, including the AMG GT, AMG GT 4 Door, and the hybrid One hypercar.

Fortunately for those that aren’t fans of models like the A35 or the brand’s range of ‘43’ and ’53’ models, AMG still builds the crazy hot rod-esque sedans that made it so famous.

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  • Rocket

    Of course they’re adamant they’re not diluting the brand. To say otherwise would be admitting that they’re both wrong and greedy. Which they are, of course.

    Ask a ‘real’ AMG owner what he/she thinks of the A35. If the answer is negative, as it will be in most cases, then dilution it is.

    • Vassilis

      Isn’t the AMG brand about more hardcore, faster versions of a base model in the Mercedes range? How is the A35 diluting that?

      • Rocket

        AMG should be about stonking performance and prestige, neither of which is present here. The A45 qualifies (not everyone agrees), but this AMG lite isn’t remotely aspirational to the traditional AMG audience.

        • Julien Lachemoi

          I do agree thud A35 is diluting the brand name but I do not see this as a bad thing.
          On the contrary it offers more option to customers and that is a good thing.
          I’m glad the Golf exists as GTI and a R, while there is an S3 and a RS3, a Focus ST and a RS etc…

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          • Rocket

            The A35 itself isn’t the problem, it’s the faux AMG badge. I think everyone would welcome an A35 just as well even if it weren’t branded as an AMG product. But then MB couldn’t charge as much, could they?

          • Julien Lachemoi

            I kinda agree and disagree… On one hand it is not the hottest AMG version of the A class but they do sell it as an AMG and on the other it was developped by AMG themselves and it just doesn’t offer the same amount of power but offers the same chassis.

          • bxniels0

            The S3 (and the Mercedes-Benz equivalent) sounds more appealing than the RS3. Sure, less hardcore bit easier to live with every day and not trying to kill you.

        • Mr. EP9

          One could argue the same is true can about all the 43 and 53 models in addition to the SUVs and CUVs in AMG’s lineup. The brand is diluted, but it was bound to happen. But it happened long before the A35 came around.

          • Rocket

            No question. Unfortunately, they continue to dilute it more and more.

        • Vassilis

          Well, it is a fast car. It’s not insanely fast but 0-62 in 4.7 if I remember well isn’t exactly slow or average.

    • ToniCipriani ✓pǝᴉɟᴉɹǝʌ

      The dilution started ever since they decided to badge the regular production line 400/450 cars as AMG 43. AMG has always been hand-built, exclusive cars.

  • Mr. EP9

    In other news today, AMG is dropping the V12 from its lineup.

  • SteersUright

    If this car drives extremely well and performance is incredible, then it deserves the badge. If it is just a marginal improvement over the generic models, then it does not and does dilute the brand.

  • Blade t

    It’s about selling cars ,they don’t care if they are diluting the brand and they shouldn’t. They are trying to get some younger buyers that aren’t wealthy interested in the brand ….

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