The Art of Design Issue 27 2017 | Page 118

118 Affalterbach. AMG – these three letters stand worldwide for supreme automotive performance, exclusivity, efficiency and highly dynamic driving pleasure. In 2017, the company founded by Hans-Werner Aufrecht and Erhard Melcher is celebrating its 50th anniversary. In the course of this half-century, Mercedes-AMG has recorded numerous successes in motor sport and through the development of unique road- going vehicles, thereby repeatedly underlining its position as a highly successful sports car and performance brand – and today this is truer than ever. Today, as a wholly owned subsidiary of Daimler AG, the Affalterbach- based company represents the sporting spearhead of the Group. In this anniversary year, with an eye to the future, Mercedes-AMG will carry on the exceptional success story of what began as a two-man company. For each of the now around 1500 employees, the focus will be on the brand promise of "Driving Performance", which unites the core strengths of AMG: cutting-edge technology and a passion for dynamic, emotively appealing products. The company from Affalterbach stands worldwide for outstanding engine expertise, which includes not only development, but also the "one man, one engine" philosophy, which means that each engine is, so to speak, hand- crafted by one engine builder.