01. INtroduction
AMG is the high performance brand within the Daimler Mercedes-Benz stable, but it has had an identity within the local market of just referring to the faster, sportier Mercedes-Benz vehicles. 
The brand is also frequently attributed to non-AMG cars with fake badges and branding put on by the owner. Mockery is the sincerest form of flattery and the client wanted these AMG fans, these high performance devotees, to understand more about the brand, the engines and the heritage of Aufrecht, Melcher and Großaspach.

The team wanted to encourage brand devotion and give the aspirational market even more to aspire towards. At the same time, we had to ensure that this website catered for the legitimate AMG prospect client with a clear user journey, tools and call to actions.
02. Designing the Experience
To address the challenges, extra content and functions had to be brought in to help facilitate the education of customers and fans. An interactive tool was created to inform users on how to spot an AMG apart from the fakes, rev the engine functions were built to unlock further information and let the user hear that famous AMG roar. Most importantly we unpacked a full history lesson within an engaging timeline to bring the AMG legacy to life. 
03. The Results
Since its launch in July 2014, the AMG site performed exceptionally well:
Other improvements include an increase in form completion rates across all form types and a significant increase in model page engagement.
04. Phase 2 concept
Post the launch of the website and learning from live data, the team compiled an experience prototype to showcase minor enhancements.

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