With the new AMG UNXPCTD concept, Mercedes-AMG is breaking new ground in customer communication at Motorworld München: For the first time worldwide, interested parties can get to know, configure, test drive and also immediately purchase their dream vehicle in the personal atmosphere of a "Salon Privée" together with an AMG consultant or product expert from the Mercedes-Benz Munich branch.


The 82 square meter showroom combines physical and digital elements to create a highly modern brand experience. At the centre of the striking red exhibition cube is the presentation of a brand new model that attracts attention - changing according to topicality. The new Mercedes-AMG SL, which was developed entirely in Affalterbach for the first time in the 70-year history of this icon, will kick things off.


In the rear part of the exclusive AMG Salon, there are not only opportunities for confidential customer discussions, relaxation on the large sofa or a refreshing cold or hot drink: a large media wall with a sound system as well as haptic samples of paint colours and seat covers make models and the brand tangible. There is room for another vehicle on the outdoor area.

At the entrance, an augmented reality experience invites visitors to immerse themselves in the AMG UNXPCTD world. With the AMG UNXPCTD APP you can virtually experience the showroom in a new way - whether directly at Motorworld or at home - and bring the vehicle experience directly on your mobile device. Let your community share in the experience by sharing your experience via social media.





The AMG brand is thus opening up to additional target groups and becoming even more accessible: everyone who is attracted to Driving Performance and the AMG lifestyle is welcome. As soon as it will be possible again, numerous events are planned in the innovative location that will appeal to very different interested parties.