# Dedicated Consumer Racing Brands Mercedes-Benz Launched a New Division to Handle Racing Segment By Colin Smith | Published 2024-07-30 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/affalterbach-racing-gmbh References: [motorauthority](https://www.motorauthority.com/news/1143962_amg-launches-separate-company-for-customer-racing-program) & [customerracing.mercedes-amg](https://customerracing.mercedes-amg.com/en/news/allnews/mercedes-amg-strategically-reorganises-its-gt-sport-division-.html)  Mercedes-Benz AMG has recently launched Affalterbach Racing GmbH, a new subsidiary dedicated to handling all conceptual and technical aspects of its customer sport activities. This strategic move is part of Mercedes-AMG’s broader effort to reorganize its GT Sport division to meet future requirements and plans. Affalterbach Racing GmbH will be responsible for developing the successor to the Mercedes-AMG GT3, a key component of AMG’s international Customer Racing Programme. The new company will leverage its specialized knowledge to enhance the development of future AMG road cars, ensuring a more efficient technological exchange between racing and road vehicle development. In addition to founding Affalterbach Racing GmbH, Mercedes-AMG plans to acquire part of its long-standing partner HWA AG, which has been instrumental in AMG’s motorsport activities since 1998. This acquisition aims to further expand the high standard of Mercedes-AMG Customer Racing by integrating HWA’s expertise in racing engines and limited-production road cars. The reorganization underscores Mercedes-AMG’s commitment to GT Sport and its intention to maintain a strong presence in international motorsport. Image Credit: Mercedes-Benz ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 45% | Activity: 51% | Freshness: 26% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Specialized Racing Subsidiaries:** The launch of Affalterbach Racing GmbH showcases a dedicated approach to consolidating and advancing customer sport activities within major automotive brands. - **Technological Exchange Between Racing and Road Cars:** Integrating specialized knowledge from racing into the development of road vehicles exemplifies the trend of leveraging competitive sports innovations for consumer car advancements. - **Strategic Motorsports Acquisitions:** Mercedes-AMG’s acquisition of HWA AG highlights the strategic importance of consolidating technical expertise and capabilities to enhance motorsport and high-performance vehicle offerings. ### Sectors Adopting This - **Automotive Manufacturing:** The automotive manufacturing industry is witnessing new dynamics with subsidiaries focusing exclusively on racing to drive innovation in high-performance consumer vehicles. - **Motorsports Engineering:** Motorsports engineering stands at the crossroads of transformative growth as brands invest in dedicated divisions to streamline and elevate their racing technology and output. - **Consumer Sports Equipment:** As high-end automotive brands intensify their engagement in competitive racing, the consumer sports equipment industry benefits from enhanced performance products and technologies. ## Related on Trend Hunter - [Philanthropy-Focused Racing Events](https://www.trendhunter.com/trends/road-to-racing.md) - [Track-Ready Sports Cars](https://www.trendhunter.com/trends/gt-black-series.md) - [Unique Motorsport Partnerships](https://www.trendhunter.com/trends/mercedesamg-petronas.md) - [Collector-Edition Racing E-Bikes](https://www.trendhunter.com/trends/V17-E-Bikes.md) - [Beverage Brand-Supported Racing Teams](https://www.trendhunter.com/trends/mercedesamg-petronas-formula-one.md) - [High-Performance Racewear Collections](https://www.trendhunter.com/trends/mercedesamg-petronas-f1.md) - [Luxury Vehicle Test Drives](https://www.trendhunter.com/trends/mercedesbenz-world.md) - [Luxury Interior Design Partnerships](https://www.trendhunter.com/trends/design-curator.md) - [Automobile-Backed Esports Teams](https://www.trendhunter.com/trends/porsche-motorsports.md)