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 |  Jul 27 2011, 1:00 PM


Mercedes-Benz DTM driver and 2001 runner up to the Formula 1 World Championship, David Coulthard, has been announced as the new AMG brand ambassador. The 40-year-old driver will be an active participant in customer and press events for AMG, and will also lend his driving expertise to AMG’s development team in their test driving activities.

Coulthard is currently part of the E63 AMG marketing campaign, showing off the versatility of the sedan by driving it in full race attire and in a business suit.

I have been a member of the Mercedes-Benz family since 1996, and now I am also joining AMG as an exciting high-performance brand. This is without doubt the perfect complement to my job as a DTM driver, where I already drive an AMG C-Class of course,” said Coulthard.

Joining Coulthard will also be Bernd Schneider, a record setting DTM champion. The 47-year-old retired driver is also an expert instructor at the AMG Driving Academy.

 |  Jul 21 2011, 1:45 PM

Welcome to the next level of car shopping – the AMG Private Lounge in Affalterbach. This 525 square meter lounge allows owners and potential customers of AMG high-performance car to bask in chic ambience, as well as learn more about the vehicles.

“We see it as a second living-room for our customers,” said Ola Källenius, Chairman of Mercedes-AMG GmbH, of the new lounge. “We want the AMG Private Lounge in Affalterbach to provide the perfect setting for the most exciting day of the year – for example when our customers take possession of their new AMG-Mercedes here in Affalterbach.”

Boasting  style, individuality and exclusivity, the AMG Private Lounge is designed to foster customer relations and is a meeting-place for the growing AMG community. The new multi-storey building can be reached by the AMG showroom via an outside staircase, and is dressed to impress. When you walk in, you’re greeted by  a photographic display of the legendary 300 SEL 6.8 AMG racing touring car on the famous “Eau Rouge” in Spa-Francorchamps, Belgium.

Outfitted in black and white, the lounge is divided into different areas. The “brand wall” is devoted entirely to motorsports, as is immediately recognizable by the oversized motif of the SLS AMG GT3, which was hand-made by AMG designers. There’s the “lifestyle wall”, where visitors are able to relax or converse, play with an iPad and Playstation. It’s also the place  are provided for individual entertainment, or check out reference material and coffee-table book from the library. Finally, located in the center of the lounge is “Silent Space,” perfect for conversation in a private but informal atmosphere.

If you’re feeling a bit hungry or thirsty, there’s a coffee bar, along with a dining area, which can cater up to 18 guests. Here, you’ll be treated to light dishes with a regional touch.

The showroom is only planned for Germany, so we here in North America get a little short changed on the uber-luxe experience. But we can always hope that the next step will be setting one up a little closer to home.