A community that inspires movement
20 YEARS OF AMG PRIVATE LOUNGE
The AMG Private Lounge was launched in the USA in 2006 as a digital platform for AMG owners. With its expansion into Europe in 2009 and China in 2013, the community became increasingly international and diverse.
Since 2020, the platform has also been open to fans. The introduction of groups and the platform’s extensive evolution in 2024 created new opportunities to connect, share content and organise activities around shared interests.
What began as a digital platform has evolved into a global community that combines interaction among fans with a loyalty programme. A place where enthusiasm is shared and the World's Fastest Family comes to life.
Creating meaningful connections
FROM THE LOUNGE TO THE ROAD
As the international community continues to grow, so does the level of interaction within the AMG Private Lounge. One thing has become clear: members are united not only by their passion for AMG, but also by a desire to share that passion with people in their local area.
This development inspired the creation of the AMG Private Lounge Hubs, or PL Hubs for short. Since 2025, they have added a local dimension to the global digital platform. Led by volunteer Hub Managers, members organise drives, attend events together and host local activities.
Encouraging initiative
A COMMUNITY WITH A DRIVE OF ITS OWN
PL Hubs thrive on the active involvement of their participants. Members contribute their own ideas, initiate activities and help shape community life in their region. The result is an exceptionally organic sense of connection, where shared experiences grow into lasting relationships.
For us, this means greater local relevance and an enthusiastic AMG Community that continues to grow from within. This dynamic is especially evident in the activities and events that bring the World's Fastest Family together.
Providing Insights
WHEN WORLD PREMIERES BECOME FAMILY CELEBRATIONS
When AMG unveils new models and celebrates world premieres, the Private Lounge Community is there to experience them first-hand, often travelling great distances to do so.
For the introducing the CONCEPT AMG GT XX, Affalterbach becomes “Affasterbach” for a day. Among the 3,500 invited guests from media, sport, music, fashion and culture are 275 Private Lounge Members and their guests. For many, it is the highlight of the year. Fans have also travelled as far as Los Angeles for the world premiere of the new Mercedes-AMG GT 4-Door Coupé, eager to witness the moment a new AMG model takes to the stage for the very first time.
Creating shared memories
THE WORLD'S FASTEST FAMILY MEET-UP
Activating the community
A PIECE OF AMG FOR YOUR HOME
Giveaways engage the community and make special AMG moments personally tangible. That is why the prizes often include unique memorabilia with genuine history, from teamwear shirts signed by team members to exclusive design pieces.
To mark our 20th anniversary, we are giving away a Heritage design sketch. What begins as a digital entry becomes a brand experience at home, transforming a prize into a personal expression of affinity with AMG.
Celebrating passion
BUILT BY US – BROUGHT TO LIFE BY FANS
Anyone who owns an AMG naturally wants to show it off. That is why each month we select the “Private Lounge Photo of the Month”. Participants are invited to showcase their AMG in line with a changing theme.
The effort some members invest, from finding the perfect lighting and location to making multiple attempts, demonstrates just how dedicated the community is. The winning image is professionally framed and displayed for one month at the entrance to our Pit Stop in Affalterbach before being handed over to its proud owner.
Creating together
1,500 VEHICLES – ONE SHARED PICTURE
The Community Project 2025 demonstrates what can be achieved when many individual contributions come together. Around 1,500 members upload a photograph of their AMG vehicle, becoming part of the AMG Private Lounge Mosaic Poster. A total of 4,234 mosaic tiles form a large-scale image of the CONCEPT AMG GT XX. Every single image remains visible as part of the overall artwork, showing how strongly the community itself shapes the platform.
All participants can download the completed poster in print quality. In addition, 100 members from 18 countries are selected at random to receive a premium printed edition for their home. The project brings the international dimension of the Private Lounge to life at a glance: many vehicles, many stories and one shared passion.
