How loud can you be without the roar of a V8? Good question. On the way to Affasterbach – formerly known as Affalterbach and home of Mercedes-AMG – it’s hard not to get swept up in a swirl of romanticized car culture doubts.

But the moment Alicia Keys takes the stage and a GT sports car from the future glides into view between glowing ­high-voltage cables, it all gives way to one thing above all: loud amazement.

What does all this reveal about the new direction AMG is heading in? And how much character can you infuse into a car that is acoustically quite reserved? That’s exactly what we sat down to discuss with Chief Design Officer Gorden Wagener.

Even the town’s name was changed. Affalterbach became Affasterbach – unofficially, of course, and just for this evening. A full-on stage show with lights, fog, music, international guests ranging from Formula 1 drivers to Roger Federer. Markus Schäfer, member of the Board of Management at Mercedes-Benz Group AG, explained it like this: “The best minds from our global development departments have contributed their extensive expertise – from Mercedes-Benz in Sindelfingen and Untertürkheim to Mercedes-AMG in Affalterbach and YASA in England, right through to our Formula 1 powertrain experts at Mercedes-AMG High Performance Powertrains in Brixworth.” The result gleams in orange: Concept AMG GT XX. Packing over 1,300 horsepower, it showcases AMG’s cutting-edge technology program. But what does that actually look like?

Mr. Wagener, the Concept AMG GT XX clearly echoes the C111 series – a prototype series from the seventies with highly efficient aerodynamics, at least by the standards of that era. 

That’s right. Though I should clarify that I’m not a fan of the whole “form follows function” philosophy. Because in addition to function, there is emotion, and that is what brings design to life. Sure, aerodynamics plays a role in a performance car, but it doesn’t end there. What we’re after is something spectacular, almost exaggerated. Something that looks like it was drawn by the hand of a designer – bold, emotional, iconic.

Instead of “form follows function”, what resonates more with you?

We prefer to say: form follows emotion. Yes, aerodynamics are important, and of course the Concept AMG GT XX is highly efficient aerodynamically. But its form isn’t dictated solely by function – it’s driven by expression and personality. An AMG isn’t just meant to drive incredibly well – it needs to excite and fascinate us visibly as well. Our designers have embraced the challenge of blending technical innovation with aesthetic power. Those sharp lines and bold surfaces, that clear silhouette – it’s not just about function, it’s about making a statement. That’s how you turn a car into an icon.

So you see form as being expressive – not purely rational?

Exactly. A good car can – and should – have an emotional look, not just a sensible one. Of course it’s important that aerodynamics and aesthetics work together. But that alone isn’t enough for us designers. Our job is also to ensure that the vehicle has an individual, recognizable and emotional character. People don’t buy a car just because it has a good drag coefficient. They buy it because it also stirs something in them.

So aerodynamics come second?

That’s going a bit too far. Again – we design production cars, not race cars. And we know that design is the number one reason people buy a car. Still, I wouldn’t go so far as to establish a hierarchy here. Ideally, aerodynamics and design complement each other, especially in a sports car. And let’s not forget – aerodynamics is critical for high performance, particularly at high speeds. At 300 km/h, over 80 percent of the engine power is used just to overcome drag. That shows how crucial efficient aerodynamics really are in the high-performance sector. This leads to key visual characteristics too – and authentic ones at that: the car’s flat profile, the raked windshield, the low hood, the steeply slanted side windows and the absence of a rear window, just to name a few.

What makes the proportions of the Concept AMG GT XX stand out? And how important are details in the overall concept?

Proportions are everything when it comes to emotional impact. We deliberately chose a wide track, a long wheelbase and a low roofline to convey strength and dynamism. This combination creates both tension and elegance. Details like the transitions between body panels, the lines along the flanks and the lighting signature are all crafted with the utmost precision – every element contributes to the overall picture. Quality, perfection and an obsession with detail show that design at Mercedes isn’t just styling. It’s craftsmanship.

What’s the most important design factor?

Without a doubt: proportion. Everything starts with that. Length, height, width, wheelbase, overhangs – the amount of space you have to work with determines the potential. Once you’ve got that right, you can start reducing the details. We’re not fans of cluttering a car with too much design. But you don’t want it too even and smooth either – that just feels lifeless. It’s all about balance. And about getting every detail just right.

Is there one detail that’s especially important to you?

[laughs] That question always comes up. Just like the one about my favorite car. And I usually say: my favorite car is the one I’m working on at the moment. But honestly – the AMG GT, the production model, is still my favorite project. I just love sports cars. That race car look, the V8 sound, that pure emotion. That’s a car I truly love. The current SL is another personal highlight for me.

Many of the interior elements feel almost like pieces of industrial machinery – technical and pared back.

Exactly. We want to show that high tech is part of AMG’s identity – and that technology doesn’t need to be hidden away. It deserves to be showcased. The entire interior is like a finely milled piece of engineering, from the exposed center console to the structural instrument panel and the almost architectural AMG-specific controls. Every part has a function – but it fulfills that function in a way that strikes an emotional chord. We’ve drawn heavily from the world of motorsport – that’s AMG’s heritage after all. Elements like exposed extrusions, high-voltage-inspired design details and exposed milled parts don’t just reference the technology – they celebrate it.

How sporty is Mercedes-AMG today – and how important is that for the brand?

Sportiness is an interesting concept. It stands for youth, energy, success. That naturally carries over to cars. And of course, our sporty models are the ones that project this image. They’re the showpieces, the halo cars. Like haute couture in fashion – iconic, inspiring.

What role does color play in all this?

A big one. With the Concept AMG GT XX, we’re clearly referencing the C111 with this striking shade of orange – that’s no accident. We’re deliberately tapping into history, drawing a line back to past icons while making it clear that this car is something different. We’re taking a legend from the past and bringing it into the future.

Mercedes-AMG has traditionally blended sportiness with luxury. How does that combination play out in the Concept AMG GT XX, and what does that mean for the future?

For us, sportiness isn’t an end in itself – it’s an expression of a way of life. The Concept AMG GT XX shows that sportiness remains alive and well, even in an increasingly electrified and sustainable world. For us, luxury means creating exceptional quality and emotional value. Not just in terms of performance, but also in terms of feel, materials and the overall experience. The Concept AMG GT XX brings both together: pure driving pleasure and uncompromising design that makes it clear luxury also comes with responsibility. For Mercedes, the future means carrying these values forward while seamlessly integrating new technologies – always with the goal of creating icons that captivate.

Gorden Wagener, born in Essen in 1968, has headed the global design division of Mercedes-Benz and its brands – Mercedes-Maybach and Mercedes-AMG – since 2008, serving as the company’s Chief Design Officer since 2016. Before joining Mercedes-Benz in 1997, he worked as an exterior designer at Volkswagen, Mazda and General Motors.

INTERVIEW: Michael Köckritz
PHOTOS: Mercedes-Benz Group AG

ramp #68 Happy as a Clam