AMG Boss: Future Cars Must Pass the ‘Batman Test’
What makes an AMG a true AMG? According to the brand’s CEO, Michael Schiebe, it’s the “V8-powered passion” and an aggressive, even “dangerous” feel. To ensure that this essence isn’t lost in the electric age, Schiebe has introduced the “Batman Test” for all new products. He says that while Superman is the “nice son-in-law,” Batman is the “dangerous” one—and that’s the feeling he wants to capture. This new philosophy is guiding an “onslaught of new models” over the next three years, with a goal of selling 200,000 AMGs a year.
A New Electric Era
The future of AMG is electric, and it’s being built on a brand-new, dedicated platform called AMG.EA. The platform’s key component is a revolutionary axial flux motor, which Schiebe says is designed to be “the electric V8 of Mercedes-AMG.” The company is making sure that its future EVs deliver a driving experience that is not only high-performance but also emotional, with artificial sound and simulated gear changes that feel like a traditional combustion engine.
The GT XX and a New SUV
The 1,340-hp AMG GT XX concept, which recently broke 25 EV records at the Nardo Ring, is a glimpse into this electric future. This car, which will be the first model on the AMG.EA architecture, proves that AMG can still be a leader in performance. A production version of the GT XX is expected to be a four-door super sedan that will debut next year. After that, a high-performance electric SUV with a similar tri-motor powertrain is already being tested and will follow in 2027.
Global Expansion and a Contrasting View
AMG plans to grow its brand in the Chinese market, which Schiebe says is ready for a new “niche performance segment.” To appeal to Chinese customers, who have high expectations for screens and apps, Mercedes is developing software and a user experience locally. Interestingly, Gorden Wagener, Mercedes-Benz’s head of design, disagrees with the “Batman Test,” saying that some AMGs are already “too Batman” and that the brand needs to appeal to female buyers as well.
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