In the heart of Saudi Arabia’s desert crown jewel, AlUla, Mercedes-Benz Middle East and Juffali Automotive Company staged a once-in-a-lifetime experience under the hashtag #SoAMGSoAlUla. It wasn’t just another automotive event or test drive; it was a living showcase of AMG’s performance spirit, seamlessly fused with the timeless allure of AlUla’s ancient landscapes. SO AMG, SO ALULA.
Luxury is a lifestyle, and AMG embodies it completely. Our journey began in Dubai, where we boarded a private JETEX jet bound for AlUla. The moment we stepped into the Jetex terminal, it was clear AMG had taken over. Sleek models lined the lobby, while So AMG, So AlUla branding was visible at every corner.
Touching down in AlUla, the welcome was warm and so Saudi: gracious, proud, and sincere. Local hosts greeted us with smiles, dates and Arabic coffee, a signature gesture of hospitality that immediately set the tone. Outside, a fleet of Mercedes vans stood ready to take us to Cloud 7 Hotel, our headquarters for the experience.
Exploring AlUla
For Mercedes-AMG, AlUla is more than a destination, it’s a statement. A meeting point of heritage and innovation, power and poise, adventure and elegance. Just as AMG redefines performance, AlUla redefines what it means to connect with time, nature, and legacy.
Naturally, the first stop was a tour of AlUla Old Town. You could feel the sense of place, the history, the craftsmanship and the quiet pride. It was a fitting prelude to the long-awaited drive day, a grounding moment before the adrenaline to come.
The Drive
Then came the thrill, the moment everyone had been waiting for. Surrounded by golden canyons and vast desert skies, we were invited to experience AMG performance in its purest form.
The line-up was as impressive as you’d expect: the AMG SL 63 S E Performance, AMG GT 63 S E Performance 4D, AMG CLE 53 4MATIC Coupe, AMG G 63 4×4 Squared, AMG GLC 63 S E Performance, and more. Each model tells its own story of power and personality. Although we couldn’t test them all, the selection we experienced more than lived up to the anticipation.
AMG SL 63 S E Performance
Our drive began with the SL 63 S E Performance: elegance meeting engineering. With its sculpted silhouette and classic soft-top roof, it looked perfectly at home beneath AlUla’s open skies. Beneath that poise, however, sits a V8 Biturbo hybrid engine that delivers an electrified punch. The combination of power and precision gave the SL a dual character: graceful when you want it to be, thrilling when you need it to be.
Inside, the cabin felt like a sanctuary built for speed: every detail deliberate, every material purposeful. The performance hybrid system offered a drive that was both dynamic and emotionally engaging.
AMG GT 63 S E Performance 4D
Then came the one that stole the show and our hearts. The AMG GT 63 S E Performance 4D is a car that commands attention even before it moves. The interior, wrapped in rich red leather, exudes indulgence and luxury. The exterior’s athletic stance hints at its underlying ferocity.
With 816 horsepower and 1,420 Nm of torque, it just surges. The sound of its engine echoed through AlUla’s canyons as we powered through sweeping desert roads, the chassis clinging to every curve with surgical precision. It’s a seamless blend of Formula One-inspired hybrid technology and grand touring comfort. SO AMG. SO ALIVE.
AMG CLE 53 4MATIC Coupe
Finally, the AMG CLE 53 4MATIC Coupe delivered a different flavour of performance that felt more balanced, composed and refined. The drive was impressively smooth, even as we climbed towards the Harrat Viewpoint, the highest publicly accessible vantage point in AlUla.
Both the sound and performance could be felt. Every acceleration sent a subtle vibration through the cabin, a physical reminder of AMG’s mastery of emotion through engineering. The CLE 53 doesn’t shout for attention, but it drives with quiet confidence
The Finale
As the sun began to set and the day came to a close at the Elephant Rock, a natural sandstone formation sculpted over millions of years by rain, wind and sand into the shape of an elephant, the message was clear: SO AMG, SO ALULA was an experience like no other, blending power, precision, heritage and luxury.