The performance division of Mercedes-Benz - AMG - is kicking off its 50th anniversary celebrations with the launch of a new GT C Coupe.

With the theme of "50 Years of Driving Performance”, AMG is marking the occasion with a new addition to the GT family – positioned between the GT S and GT R – which will initially be available exclusively as a special 'Edition 50' model. At the same time, the Mercedes-AMG GT and AMG GT S are being visually and technically upgraded while receiving even more power.

AMG was founded by Hans-Werner Aufrecht and Erhard Melcher in 1967. The pair set up their first workshop in an old mill as an "engineering office and design and testing centre for the development of racing engines". In 1971, the AMG 300 SEL 6.8 of "Aufrecht and Melcher, Großaspach" claimed victory, completely out of the blue in its class and took second place overall in the 24-hour race at the Circuit de Spa-Francorchamps. Collaboration with Mercedes-Benz began in 1990. The C 36 AMG, launched in 1993, was the first vehicle on the market to result from the collaboration agreement with Daimler-Benz.

All new 2018 models in the AMG GT family are now identifiable by a new AMG Panamericana grille. Underlining the motor sport heritage, the grille features 15 chrome-plated vertical bars which echo the look of the latest Mercedes-AMG GT3 customer sport racing car. The new front bumper emphasises the car's width, making it visually sit lower to the road. The large outer air inlets guarantee the supply of cooling air to the engine.

All AMG GT variants now sport a special technical highlight - the AIRPANEL- active air management system, borrowed from the flagship AMG GT R. Vertical louvers in the bottom of the front bumper can be opened and closed by an electric motor in around one second to guarantee the required amount of cooling.

During normal driving situations with no increased cooling demand, the louvers are closed for reduced drag and the air is directed at the underbody, which improves the aerodynamic efficiency of the vehicle. Only when certain components reach predefined temperatures and the air demand is particularly high do the louvers open to allow the maximum cooling air flow to the heat exchangers.

The new AMG GT C Coupe will launch as an exclusive special "Edition 50" model to mark the landmark year. The Edition 50 will be available in a special paint finish of either designo Graphite Grey Magno. To give the exterior a distinctive look, black chrome highlights are applied to the side skirt trim, front splitter, trim strips in the air inlets of the Panamericana grille. Fins on the side air outlets in the front fenders, the moulding on the rear diffuser and exhaust tailpipe trims are also finished in black chrome. The surface of the cross-spoke AMG forged wheels has been 'harmonised' with the black chrome elements of the exterior. A unique "Edition 50" badge adorns the rear of this model.

"With the AMG GT C Coupe, we are now expanding our portfolio of sports cars to six models plus the AMG GT3 customer sport racing car. In fewer than three years, the second vehicle to be developed by us entirely in-house has grown into a family, offering a highly dynamic driving experience in a variety of forms. We are kicking off our anniversary year with the exclusive "Edition 50" model of the new AMG GT C Coupe. We are also taking this opportunity to refine the AMG GT and AMG GT S, both visually and technically," says Tobias Moers, Chairman of the Board of Management of Mercedes-AMG GmbH.

The interior features a contrast between black and silver. This colour scheme is followed not only by the trim in exclusive nappa leather in silver pearl/black with grey diamond-patterned contrasting topstitching, but also by the black AMG. A performance steering wheel in full DINAMICA microfibre with grey contrasting topstitching is joined by "Edition" lettering on the steering wheel bezel and 12 o'clock mark in silver pearl.

To emphasise the sporty character, the "Edition 50" comes as standard with the AMG Interior Night package, which includes steering wheel spokes, shift paddles and door sill panels finished in black. The AMG Interior Night Package compliments the Exclusive Carbon Fibre Matte interior trim, surrounded by AMG Black Piano Lacquer accents.

Mercedes-AMG says it is restructuring the range of output/torque variants of the 4.0-litre V8 biturbo engine, hence the AMG GT entry-level model now pumps out 469 hp (13 hp more than before) with the same figures applying to the GT Roadster from market launch. The output from the GT S grows by 12 hp to 515 hp.

The next level is marked by the GT C variants of the Coupe and Roadster with 550 hp, while the flagship AMG GT R boasts 577 hp and 516 lb.ft of torque.