Daimler’s Stunning bookends
Frankfurt. On the eve of the Frankfurt International Motor Show (IAA), Mercedes-Benz Cars presented two ideas for the mobility of the future that embody the two poles of the product line-up. With the Mercedes-AMG Project ONE, the performance and sports car brand is presenting a supersports show-car with Formula 1 hybrid technology for a breathtaking driving experience. The smart vision EQ fortwo embodies an intelligent solution for an urban mobility of tomorrow – electric, autonomous, with neither steering wheel nor pedals.
The Mercedes-AMG Project ONE shows AMG’s route to the “Future of Driving Performance”. The two-seater supersports show car brings the very latest and efficient, fully-fledged Formula 1 hybrid technology from the race track to the road almost par for par. The show car marks the highlight of the sports car and performance brand’s 50th anniversary year.
“The Mercedes-AMG Project ONE was born on the racetrack, created by a team that only we can put together. Our Formula 1 colleagues in Brixworth deliver the best Formula 1 powertrain in the world. The team from Brackley brings world-class development expertise. The AMG team in Affalterbach transfers motorsport performance to the road. The objective is forward-looking technology, ultimate performance, the best laps times. And all of it road legal.” says Dr. Dieter Zetsche, Chairman of the Board of Management of Daimler AG and Head of Mercedes-Benz Cars.
During its first public appearance, the Mercedes-AMG Project ONE was driven on stage by Lewis Hamilton. The triple Formula 1 World Champion is also the protagonist of the global marketing campaign, accompanying the world premiere of the AMG Hypercar. The film shows how Formula 1 technology is transferred into the Mercedes-AMG Project ONE vehicle.
Not only the Hypercar, but also the campaign is a milestone for the future strategic orientation of the brand. The Mercedes-AMG Project ONE demonstrates the innovative power of AMG in the sports car segment. It combines outstanding efficiency and automobile performance at the limit, which is presented in the campaign with the title “The Future of Driving Performance” in a unique and expressive way.
photography and text/daimler ag
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