Mercedes-AMG Motorsport: Shaping the future of performance racing

Mercedes-AMG Motorsport represents the pinnacle of performance racing, seamlessly transferring cutting-edge technology from the racetrack to the road. Innovations initially developed for GT3 and GT4 vehicles have continuously shaped the DNA of AMG series cars, reinforcing its status as a leader in high-performance automotive engineering. To further strengthen Mercedes-AMG Motorsport’s position in the evolving motorsport landscape, Mercedes-Benz Management Consulting supported the development of a long-term strategic direction. This included shaping a long-term vision, refining the business model, and crafting a comprehensive marketing strategy to solidify its position in a dynamic industry.

We began with an in-depth analysis of the competitive landscape and key global trends influencing the future of motorsport. Beyond traditional racing, we explored emerging areas such as E-Sports and Sim-Racing to understand their growing impact on the industry. Collaborative workshops with the Mercedes-AMG Motorsport team provided the foundation for developing a future-oriented vision while maintaining the strong brand heritage. We explored opportunities to further enhance the business model and developed a multi-year marketing strategy to support the brand’s long-term ambitions.

Our project provided Mercedes-AMG Motorsport with a clear strategic roadmap for the future. We refined the business model to strengthen its market position and designed a targeted marketing strategy with key initiatives to enhance brand visibility and customer engagement. Additionally, the project accelerated the introduction of a highly exclusive track tool, further reinforcing AMG’s motorsport legacy. By streamlining strategic priorities, we ensured