The battle between the premium sports divisions increases in intensity again. Mercedes-AMG is clear that it needs to take a step forward to regain ground against BMW M, a rivalry that in recent years has leaned towards the Bavarian firm in terms of sales.

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AMG's strategy is not about making simple adjustments to its current catalog. The company is preparing one of the largest product offensives in its history, with a combination of electric vehicles, hybrid models and traditional sports cars that will seek to expand its global presence.

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The objective set by the brand is to reach 200,000 units annually before the end of the decade. An ambitious goal if one takes into account that Mercedes-AMG closed 2025 with around 145,000 deliveries, while BMW M reached 213,457 vehicles sold in that same period.

More models to close the gap

To try to close that gap, Mercedes-AMG plans to launch more than 27 models over the next 36 months. The movement represents an important expansion that will cover different segments and not just the most radical sports ones.

The United States will be one of the fundamental markets within this strategy, since it currently concentrates more than a third of AMG's global sales. However, the brand is also looking to grow in Europe, Asia and the Middle East, regions where there is still room to increase its share.

The idea is to offer a broader range capable of attracting both traditional customers and new buyers interested in electrified technologies.

Electricity will be a key piece

The shift towards electric mobility will play a central role in the future of AMG. One of the most important models will be the new Mercedes-AMG GT 4 Electric Coupé, a vehicle that will represent the new technological generation of the sports division.

A high-performance electric SUV will be added to this model, a logical bet due to the enormous weight that these vehicles have in the current market.

Mercedes-AMG does not want to completely abandon its roots. Therefore, the transition will be progressive and will combine electric models with plug-in hybrids and some vehicles with combustion engines adapted to the new demands.

The return of the most emotional engines

Although electrification will lead the way, AMG will continue to rely on its most recognized engines. The company is working on an evolution of the 4.0-liter biturbo V8 with a flat-plane crankshaft, a mechanism that could appear in future models such as the CLE 63, the C 63 or a new generation of the AMG GT Black Series.

This strategy seeks to maintain the link with fans who still value the sound, response and driving sensation of a traditional engine, while the brand advances towards a new technological stage.

The challenge for Mercedes-AMG will be to find the balance between innovation and emotion. The company wants to get closer to BMW M in sales volume, but without losing the sporting identity that for decades made AMG one of the most recognized divisions in the automotive world.