In 1957, Mercedes-Benz became the first European car manufacturer to exhibit at the most important U.S. auto show: the NAIAS in Detroit. In 2017, Mercedes-Benz underscored the longstanding international commitment of its brand and its special affinity with the American market. At the Detroit Auto Show in 2017, Mercedes-Benz celebrated the best sales in the company’s history and its top position in the premium market segment. One significant variable in this winning formula: AMG, a brand that’s extremely popular in the U.S. So what better place to kick off the AMG anniversary than at the Detroit Auto Show 2017!

50 Years of Driving Performance: To celebrate its anniversary, AMG presented the impressive Mercedes-AMG GT C Edition 50, which jangled nerves cast as the protagonist in a spectacular anniversary film. The idea: Tell the story of 50 fascinating years of AMG based on emotions, not the date on the calendar. How? With futuristic scenes filled with all the intensity and character of AMG.

When jangled nerves goes to an A-list trade show with Mercedes-Benz, it always puts the brand center-stage and emphasizes brand design. For example, the large LED screen is much more than a flat display area. It’s a digital extension of the physical trade show happening all around, tapping into the corporate design, building on everything with the right media. The new Mercedes-Benz E-Class Coupe was showcased in a unique choreography between the vehicle itself and the Silver Flow display.

To really bring the media into the foreground across the entire area occupied by the company at the trade show, lighting was used to create the right mood. To present the electric models in the Mercedes-Benz family, fiber optics in the flooring interplay with the backdrop on the LED screen. And what was the highlight? The fully electric Mercedes-Benz concept vehicle “Concept EQ,” which projects the impressive Mercedes-Benz success story into a new age of connected travel.