Mercedes-AMG “The Flip”: Will.I.Am builds Will.I.AMG

Artist Will.I.Am has designed a one-of-a-kind coupe for Mercedes-AMG that will be presented at the F1 GP in Miami. But what is behind and under the model?

Under the extraordinary body of the unique car is a 4-door coupe from the Mercedes-AMG GT, which became the “Flip” project with design elements for the G-Class and SLS. The tuning company West Coast Customs, with whom Will.I.Am is working for the sixth time, is responsible for implementation.

Design combination of SLS and G-Class

The G-class relationship is straightforward in the introduction. Round headlights with LED rings adorn the steep front, a new grille grille and a newly designed apron with spoiler edge around the front design. The elongated bonnet with air vents is strongly defined, and the clear beadwork that extends from the headlights to the rear that crowns the exterior mirrors is striking when viewed from the side. Large, almost completely enclosed alloy wheels rotate in the wheel arches, but what is striking is the air vent element behind the wheels, which extends to the rear fender. Unlike the front, the back end looks almost traditional.

Counter opening and extra-long doors allow for One-Off access. The interior is white, and two panoramic roofs let in plenty of light inside. The driver is seated in highly defined leather armchairs. The tuner left the drive unchanged. Like the 63 S E-Performance, the AMG GT 4-door gets 843 hp from the 4.0-liter V8 with electric motor and delivers 900 Nm of torque. The model in Germany is from 197.599.50 euros at the list price.

Will.I.AMG as a product project

However, WILL.I.AMG should not be just a purely marketing campaign. The artist and AMG see the model as “a visual symbol of the goals of Mercedes-AMG and Will.I. aiming to develop bold new ideas, pushing boundaries and challenging the impossible.” What sounds like marketing rhetoric means in practice that the project can give students from disadvantaged backgrounds easier access to MINT subjects (mathematics, computer science, natural sciences, and technology).

All sports car related actions benefit the Will.I.Am “ Foundation”. “It helps create a STEM talent pool that helps families and communities move out of disadvantage,” AMG says. The six-part documentary has recorded Transformation and Construction, which can also be seen in Miami as a pre-preview and will later be shown at the Cannes Film Festival.

Furthermore, William Adams, inspired by the sound of AMG and the star of Mercedes, has created a new bear head emblem. It’s called “Bear Witness” and it’s also part of a limited-edition fashion and accessory collection. The foundation also benefits from a portion of the group’s proceeds.

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William Adams (47), aka Will.I.Am, is a tech entrepreneur, philanthropist, and member of the Black Eyed Peas. He has worked with AMG since the end of 2021 and is also the brand ambassador for AMG electrified models.


What at first seems like a self-portrait journey by a reclusive artist turns out to be a charitable campaign for underprivileged people upon closer examination. However, no one can shake the suspicion that there is a little marketing and advertising behind it. But let’s only believe in the good!

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