In 2017, Mercedes‑AMG, the high‑performance heart of Mercedes‑Benz founded in 1967, celebrated five decades of creating legendary, emotion-charged vehicles under its enduring brand promise, “Driving Performance.”

The “50 Years of Driving Performance” campaign interwove heritage, innovation, and personal passion through:

• Special-edition AMG GT and GT3 Edition 50 models, limited runs with distinct styling and performance upgrades.

• A sleek concept film set to “Born to Be Wild”, and a series of driving mini-documentaries featuring the AMG GT R and other current stars.

• Voice and presence from brand ambassadors like Maro Engel, and storytelling anchored in AMG’s Spa‑1967 engine roots and iconic milestones.

The campaign connected the emotional history of AMG with the thrilling future of performance, from its handcrafted V8 engines in Affalterbach to the hybrid hypercar AMG One. Special editions like the GT C Roadster Edition 50, GT3 Edition 50, and CLA 45 AMG Anniversary Edition became real-world symbols of AMG’s commitment to adrenaline and exclusivity.