Mercedes Overhauls AMG Site

NEW YORK Daimler-Chrysler has overhauled its Mercedes-AMG Web site to focus provide more of an immersive branding experience for its car owners rather than an informational resources.

The redesign, undertaken by aQuantive’s Avenue A/Razorfish unit, is heavily focused on Flash, letting visitors take a tour of the Mercedes-AMG headquarters in Affalterbach, Germany. A “showroom” feature gives the overview of the models, while an “engine room” section focuses on the sports car’s engineering process.

“There is a lot of emotion when you’re buying these cars,” said Mario Spitzner, director of branding, marketing and sales at Mercedes-AMG.”