…MERCEDES-AMG.COM (www.mercedes-amg.com)
Indeed, when you first enter the mysterious website, you encounter a fading-grey “AMG” slowly evolving into a sharp, midnight black. For those who don’t know what AMG is, it’s the name of high quality, “handcrafted engineering and top performance”; it’s a humble yet fierce division under the prestigious car company, Mercedes-Benz.
The anticipated annual edition of the AMG magazine finally arrived in the mail a few days ago. As I was flipping through the stiff pages, staring in awe at the beautiful yet monstrous machines, a very interesting article popped up to me.
Spitzner, the Director of Branding, Marketing and Sales at Mercedes-AMG, described the use of online technology and how the site displays the dynamic nature of AMG. He then began talking about the company itself. Spitzner says, “what makes AMG such an attractive employer are the short and very direct work hierarchies”, emphasizing the enthusiasm and passion of their employees.
Oh dear…more Comm101 stuff. I’m seeing school content jargon everywhere. Class 18.
What Spitzner had said about AMG is related exactly to what Prof Jeff had mentioned in class. The difference in the hierarchal structure of a company really makes a difference in motivation levels. AMG’s motto is “one man – one engine”, which means that the employees are exceptionally independent, allowing for more flexibility and commitment to the company.
Clearly, AMG’s decision to use a flatter, more liberal structure is successful as the empowerment of employees have lead to immense success in their aggressive yet sensual sport cars.
[Spitzner, M. (2010 edition). My AMG. AMG: The Performance Magazine 2010, 84-86.]