Drop the Hammer: Getting schooled with AMG Driving Academy at Lime Rock
Filed under: Convertible, Coupe, Sedan, Performance, Etc., Mercedes-Benz, Luxury
AMG Driving Academy at Lime Rock - Click above for high-res image gallery
The world's sickly economy not withstanding, selling luxury vehicles is easy. From the suppleness of a swatch of leather to the exquisite graining on a piece of rare wood veneer to having every electronic gewgaw available at one's fingertips, what defines a luxury car is essentially self-evident. To a substantial degree, everyone knows quality and true luxury when they see and feel it. The same cannot be so easily said when it comes to matters of high performance.
Selling luxury may be easy, but as AMG has figured out, selling high-performance is a heck of a lot more fun.
As one of the globe's premiere aspirational brands, Mercedes-Benz would appear to have the luxury selling routine knocked. But the company's AMG performance division has become an increasingly prominent part of its portfolio and bottom line, and these vehicles attract a different sort of customer and require a different marketing approach. Thankfully, as AMG has become increasingly important to Mercedes, its product line has risen in quality and dynamic performance. But while luxury and quality are easily conveyed, how do you sell four-wheeled thrills?
The thing is, as an automotive marketer, you can preach how great your sports car is until you're blue in the face, but until you're able to really
show people how superior your vehicle is, you're never going to win them all over. And if you're like AMG, your offerings have become way too fast and capable to be safely exploited on public roads. So what's Mercedes to do? Why, give current and potential owners the chance to explore the dynamic limits of both their automobiles and themselves in a fun, legal, educational, and most importantly, safe environment. Enter the
AMG Driving Academy.
Mercedes has offered its AMG driving program overseas for some time now, but this year is the first time they've brought the experience to the States. With events at Connecticut's storied Lime Rock Park, Florida's Palm Beach International Raceway, and California's legendary Laguna Seca, the venues Mercedes has chosen are certainly top-notch. But what about the experience? We had to find out for ourselves.
Continue reading Drop the Hammer: Getting schooled with AMG Driving Academy at Lime Rock
Drop the Hammer: Getting schooled with AMG Driving Academy at Lime Rock originally appeared on Autoblog on Mon, 02 Nov 2009 14:58:00 EST. Please see our terms for use of feeds.
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