World’s first AMG Experience Center opens in China

At the Zhejiang International Circuit in China, the performance brand relies on a special product and brand experience. The test drives on the racetrack are a unique selling point.

Mercedes-AMG Experience Center Zhejiang

With the world’s first Experience Center, Mercedes-AMG wants to set new standards for product and brand experienc.


Customers and fans can experience the motorsport DNA of the Affalterbach brand up close – on and off the adjacent racetrack. The new format thus complements the existing sales network of AMG Brand Centers and AMG Performance Centers. There are currently 120 AMG Performance Centers in China and the AMG Brand Centers in Beijing and Shanghai.

About two hours by car from Shanghai, the new AMG Experience Center extends over an area of ​​1,305 square meters directly on the Zhejiang International Circuit. The building offers twelve functional and four exhibition areas on two floors.

The showroom on the ground floor gives visitors an insight into the history of Mercedes-AMG. Exhibited vehicles and technologies can be discovered in analogue as well as digitally using VR technology.

Trained AMG experts are available for information and individual advice; if you are interested in buying, they will be referred to the nearest AMG dealer.

The offer is complemented by the “Café 63”, a lounge and an exclusive selection of lifestyle accessories in the AMG shop. The entire area can also be used as an event location and can be flexibly designed. The stairs to the first floor lead to the interactive experience zone. Here, motorsport enthusiasts can experience racing simulators and AR applications, surrounded by the successes of the AMG Customer Racing Teams.

Last but not least, the slot car racetrack controlled by brain waves is supposed to be another technological highlight.


GT3 and GT4 racing cars in the vehicle pool

The opportunity to experience the AMG vehicle portfolio on the racetrack in cooperation with the AMG Driving Academy and instructors is intended to crown the customer experience and represent the unique selling point of this new format.

Mercedes-AMG Experience Center Zhejiang Mercedes-AMG Experience Center Zhejiang

An extensive vehicle pool of the latest models is available for test drives and driving events on the 3.2 km long track. This also includes GT3 and GT4 racing vehicles. In addition to this exclusive use of the track, the Zhejiang International Circuit offers monthly special racing days for interested customers and fans to participate with private or locally booked AMG vehicles.

The architecture of the AMG Experience Center continues the design language familiar from the AMG Brand Centers, but at the same time also integrates individual elements that are intended to emphasize the independent character of the format.

The brand identity is designed to be motorsport-oriented in line with the experience focus and is intended to introduce visitors to the world of the “World’s Fastest Family” in an authentic way.

Contact the author: lutherweaver@wheelsjoint.com



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