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

The artist Will.I.Am has designed a unique coupé for Mercedes-AMG that will be presented at the F1 GP in Miami. But what is behind and below the model?

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

Design mix of SLS and G-Class

The relationship to the G-Class is directly evident at the front. Circular headlights with LED rings adorn the steep front, a new louvered grille and the newly designed apron with spoiler lip round off the front design. The elongated bonnet with air vents is strongly contoured, and the pronounced beading that extends from the headlights to the rear and on which the exterior mirrors are enthroned is striking when viewed from the side. Large, almost completely closed, light-alloy rims rotate in the wheel arches, but the eye-catcher is the air vent element behind the wheels, which extends to the rear fender. In contrast to the front, the rear end appears almost conventional.

Counter-opening and extremely long doors grant access to the One-Off. The interior is white, and two panoramic roofs let plenty of light into the interior. The driver takes a seat in heavily contoured leather armchairs. The tuner left the drive untouched. As the 63 S E-Performance, the AMG GT 4-door gets 843 system hp from the 4.0-liter V8 in combination with an electric motor and provides 900 Nm of torque. The model is in Germany from 197,599.50 euros in the price list.

WILL.I.AMG as a MINT project

However, the WILL.I.AMG should not only be a pure marketing campaign. The artist and AMG see the model as a “visible symbol of the goals of Mercedes-AMG and Will.I.Am to boldly advance new ideas, push boundaries and dare the impossible.” What sounds like marketing-speak means in practice that the project can give students from disadvantaged backgrounds easier access to the MINT subjects (mathematics, computer science, natural sciences and technology). All actions related to the sports car benefit the Will.I.Am Foundation “ Foundation”. “She helps create a STEM talent pool that helps families and communities out of disadvantage,” AMG says. A six-part documentary recorded the conversion and construction, which can also be seen in Miami as a sneak preview and will later be premiered at the Cannes Film Festival.

Furthermore, William Adams, inspired by the AMG sound and the Mercedes star, created a new bear head logo. It’s called “Bear Witness” and is also part of a limited edition fashion and accessories line. Part of the proceeds from the collection also benefit the foundation.

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


What initially seems like a self-portrayal trip by an aloof artist turns out to be a charity campaign for disadvantaged people on closer inspection. Nevertheless, one cannot shake the suspicion that there is also a little marketing and advertising behind it. But let’s just believe in the good!