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Mercedes Overhauls AMG Site

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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." Whatever we do must express the emotion, the technology and, in the end, the purity of the design."

The previous Mercedes-AMG site, designed by a small German Web design firm, was more information-focused, Spitzner said. The redesign was handled by Avenue A/Razorfish's Atlanta office.

To engage AMG fans, Avenue A/Razorfish decided to make the facility at Affalterbach a centerpiece of the site, allowing them to virtually tour where each AMG engine is handmade.

"We wanted to cater to the existing customer segments that are AMG owners," said Scott Preacher, client partner at Avenue A/Razorfish East. "Its No 1 priority is not to drive leads into a dealership."