by Mercedes-AMG’s Philosophy: Batman Instead of Superman
Mercedes-AMG, despite moving away from powerful V8 engines, plans to preserve the aggressive image of its cars. According to the brand’s management, every model should possess a certain sharpness and charisma, similar to Batman, not Superman.
What is the “Batman test”?
Mercedes-AMG board member Michael Schiebe emphasizes that AMG cars must be aggressive and high-performing. As part of a major brand expansion, which could lead to annual sales of 200,000 vehicles, every model must pass the so-called “Batman test”.
We are Batman, not Superman, because Superman is more like a good son-in-law. Batman is the one who is too dangerous for your daughter. We want to be the dangerous son-in-law. When planning new products, we ask: “Is this Batman enough?”
Although the wording may seem strange, Mercedes-AMG strives for its cars to be evaluated based on their power, despite the expansion of the lineup. However, Chief Designer of Mercedes-Benz Gordon Wagener cautions that the company must not go too far, as some models are already too aggressive for certain buyers, especially women.
Lineup Update and Electric Future
This sharper philosophy emerges during a period of significant change for AMG. The 1,340 hp GT XX Concept was recently unveiled, with which they plan to set 25 records for electric vehicles. A production version based on the new AMG.EA architecture is coming soon, and a high-performance electric SUV with a triple-motor powertrain, like the GT XX, is also expected.
The Chinese Market and Prospects
AMG views China as a key market for its future plans. Schiebe notes that although the high-performance car segment there remains niche, it has the potential for significant growth. Furthermore, an increase in demand for premium electric vehicles in China is expected, which will create conditions for the success of both German and Chinese manufacturers.
Despite the transition to electrification, Mercedes-AMG maintains its focus on dynamics and emotion, making its products unique among competitors. The growing popularity of electric vehicles in the premium segment, especially in markets like China, could significantly strengthen the brand’s position in the future.
