Mercedes-AMG is setting a new benchmark for the product and brand experience with its first AMG Experience Centre, opened directly adjacent to the Zhejiang International Circuit in China.

The exclusive Experience Centre offers 12 functional areas and four display areas over two floors, adding up to an extremely comprehensive brand and product experience and allowing visitors to discover for themselves the many facets the motorsport DNA of AMG.

A showroom on the ground floor provides an insight into the history of Mercedes-AMG, and displays the firms' vehicles and technologies, to be explored in analogue form as well as digitally using VR technology.

Specially trained AMG experts are also on hand to provide detailed information and individual guidance for customers.

And should a customer expresses an interest in buying, they can easily be put in touch with their nearest AMG retail partner from the Experience Centre.

The new centre also delivers the opportunity for customers to experience the AMG vehicle range on the race track, in cooperation with the AMG Driving Academy and qualified instructors.

The culminating feature of the customer experience and the unique selling proposition of this new format, the experience centre will provide an extensive pool of vehicles encompassing the very latest models for test drives and driving events on the 3.2km circuit.

It also includes GT3 and GT4 racing vehicles, in which visitors can experience the true fascination of motor racing.

In addition to this exclusive use of the track, the Zhejiang International Circuit also offers special monthly track days, in which interested customers and fans can take part either in their own vehicles or in AMG vehicles booked from the Experience Centre.