Mercedes has AMG. BMW has M. They’re special brands within brands that create high-performance versions of standard cars — and these days, among aficionados, at least, the names carry nearly as much significance as the parent brands.

Now Aston Martin is creating its own performance brand called AMR, after Aston Martin Racing — the company’s official race team. Eventually, AMR variants will be created for every core model in the Aston Martin range. The company says AMR will take Aston’s road cars “to new and exciting extremes.”

“Each time we have pushed the boundaries and done something extreme, the customers have loved the cars,” said Marek Reichman, Aston Martin’s chief creative officer. Aston has no trouble selling out limited edition versions of its cars like the Vantage to acclaim from its customers.

“Cars such as the Vantage GT8 and Vantage GT12 confirmed that our customers love raw, race-bred models, but we also knew there was an opportunity to create cars that offer a sharper performance focus but stop short of those truly hardcore, special series models,” said Aston Martin CEO Andy Palmer in a statement. “With the AMR brand we have the perfect platform to deliver both.”

AMR is meant as a link between Aston’s road cars and its racecars: better performance and handling, as well as unique designs both inside and out. At the Geneva Motor Show this week, Aston Martin is showing off a pair of concepts from AMR. First up are the Rapide AMR sedan and the Vantage AMR Pro coupe.

I love the Rapide. It’s a gorgeous sports sedan with a naturally aspirated 6-liter V12 under the hood. And now AMR makes it even better with Aston Martin Racing’s signature Stirling Green color with lime green accents. Aston’s engineers also gave the Rapide AMR a new grille, front splitter, side sills, rear diffuser, and 21-inch wheels. The interior got some big upgrades, too, with alcantara leather trim on the carbon fiber front seats, and a carbon fiber waterfall, center console, and door casings.

The Aston Martin Rapide AMR might be the most badass four-door sports car on the market — and definitely one of the most exclusive: just 210 will be made.

The Vantage AMR Pro is a track-only coupe equipped with a 500-horsepower version of Aston Martin Racing’s GT4 race engine. It’s the most powerful V8 Vantage ever. It has race-spec adjustable suspension, competition engine and transmission mounts, center-lock wheels, and the same bonnet and rear wing as Aston Martin’s World Endurance Championship racecar.

There’s also a host of new motorsport parts, including a new front splitter, front fenders, and an improved rear diffuser. Like the Rapide AMR, the Vantage AMR Pro will be a limited edition — though this car will be especially limited: no more than seven will be made.

Pricing and availability for the two cars were not disclosed.