Mercedes-AMG Is Adamant The A35 Is Not Diluting The Performance Brand

It’s no secret that Mercedes-AMG is cashing in demand for its vehicles by continually expanding its range with a dizzying array of options.

The latest addition to the AMG family is the punchy Mercedes-AMG A35 hatchback. While it will act as a new entry-level model in the AMG range, the company doesn’t believe it has a negative effect on the brand.

“The A35 family is not diluting the brand,” AMG boss Tobias Moers told Car Advice at the Paris Auto Show.

“We have shared components with the next 45. And driving dynamics-wise it’s on the same level as the current A45, but with less horsepower. It’s a different segment and we’re going to be really competitive with pricing.

“From my perspective… value for money, that’s the key. When we introduced the A45 we had a lot of questions like that, was the brand diluted? No. We get access to brand new customers,” he said.

While denying that the AMG brand has been diluted, instead implying that it is simply accessible to more people nowadays, there’s no debating the fact that the AMG range has changed drastically over the last decade. No longer does the company simply develop hotted-up and slightly-unhinged versions of Mercedes-Benz’s most popular models, but it now has the freedom to develop its own bespoke vehicles, including the AMG GT, AMG GT 4 Door, and the hybrid One hypercar.

Fortunately for those that aren’t fans of models like the A35 or the brand’s range of ‘43’ and ’53’ models, AMG still builds the crazy hot rod-esque sedans that made it so famous.