Mercedes-AMG, the performance sub-brand of carmaker Mercedes-Benz, aims to achieve global sales of 200,000 vehicles by 2030. This would mark a significant increase of 38% compared with the brand’s 2025 deliveries.
High-performance vehicles such as those produced by Mercedes-AMG historically command higher prices and margins than standard Mercedes-Benz (MBGAF) models. There’s also more opportunity, given that AMG variants are far more prolific than they were a decade ago.
As many major players in the automotive industry grapple with the uncertain demand for EVs, Mercedes is doubling down on one of its most lucrative sub-brands as a key component of its growth strategy.
Mercedes is making a big bet on new AMG models.
Mercedes-AMG
Mercedes-AMG sets ambitious 2030 sales target
Mercedes-AMG disclosed its sales target at an investor presentation in Los Angeles on May 19, reports Automotive News. Last year, the manufacturer delivered 145,000 vehicles, so the 200,000 target would amount to 55,000 more units than current levels.
“Our plan is definitely to grow,” said Mercedes-AMG CEO Michael Schiebe in a Bloomberg Open Interest interview this June. “We have taken many, many decisions. All the products are now in the making and you just need to stay tuned because we are going to launch more than 27 cars in the next 36 months only for Mercedes-AMG.”
It would also continue AMG’s dramatic growth spurt over the last decade. A company spokesperson said the performance brand sold approximately 69,000 vehicles in 2015.
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Once limited to gas-powered sedans and SUVs, AMG has diversified and now includes models of all sizes and with various powertrain options. This year saw the reveal of the new AMG GT 4-Door EV, reports Autoblog. This is a fully electric model that has traditionally used only powerful gas engines. Models like these continue to bolster AMG’s position as a premier luxury car brand for enthusiasts.
Why AMG can boost Mercedes-Benz’s future profits
Although regular Mercedes-Benz models outsell the AMG range, performance sub-brands can maximize profits due to their pricing power and strong customer appeal.
“It’s a high profit margin opportunity,” said S&P Global Mobility associate director of AutoIntelligence, Stephanie Brinley. “A sub-brand can do well and still be a relatively small portion of the overall sales.”
In North America, sales of AMG models increased by 12% in 2025, its best year on record. AMG’s growth outpaced all Mercedes USA passenger car sales over the same period, which increased by just 1%.
When you consider that the cheapest AMG version of the E-Class sedan is 40% more expensive than the most affordable non-AMG version of the same car, the value in increasing AMG sales is formidable.
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Three years ago, Mercedes said it would focus less on entry-level models and more on its profitable Top-End segment, which includes AMGs, reported Automotive News. It’s making good on that promise and believes the performance sub-brand can also attain higher volumes in Europe, Asia, and the Middle East.
One challenge AMG faces is dilution of its brand with an aggressive expansion. These models were traditionally prized for their exclusivity and peak performance.
What it means for Mercedes customers and investors
For customers, Mercedes-Benz’s plans promise a diversified AMG portfolio. For instance, the upcoming G63 Cabriolet will be the first time U.S. buyers have a convertible variant of the iconic off-roader.
A balanced mix of gas, hybrid, and electric options will provide AMG buyers with more choice, too. This serves customers who are at varying points in the electrification journey.
Over the next five years, AMG has the opportunity to become a more prominent earnings contributor for the German manufacturer. The audacious target of 200,000 AMG vehicles shows the value Mercedes-Benz has placed on this division and high growth potential.