Word to the wise: don’t mess with people’s engine displacement. It’s a message Mercedes-Benz clearly didn’t listen to, and now it’s costing the German automaker in sales. Back in 2022, the company ditched its much-loved 4.0-liter twin-turbo V8 in the AMG C63 in favor of a new plug-in hybrid four-cylinder powerplant. Sure, the new motor is much more powerful and technologically advanced than the old car, but it’s missing a certain joie de vivre that can only be found in a car with eight cylinders. As it turns out, quite a few potential Mercedes-AMG customers agree with me, and it has forced the folks over at Mercedes to take notice.
Michael Schiebe, who has been the boss over at AMG since March of 2023, spoke with the British auto magazine, Car, about the AMG C63 and where the automaker is heading in regards to electrification and smaller-displacement motors. Schiebe admits that AMG did actually lose some customers when dropping the C63’s V8 for the four-popper. However, he says that it was still the right move to make.
‘The C63 is a very important car in our portfolio. It used to be, it is and it will be. We decided with the current version to really go for the latest technology. We wanted something new and that’s why we put the F1 powertrain into a street-legal car.
‘We see that some of our very loyal customers struggle a bit with the concept. Of course, no doubt we have also lost some customers who are just into V8s,’ he concedes. ‘You need to really drive this car. It’s a very convincing product.’
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‘We jumped far ahead with this technology, but we should have explained the technology more to our salespeople and customers. We will continue to do that and further improve. There is a German saying, “You never have a second chance at a first impression.” Maybe we missed out on the first impression, but if you have the opportunity, I’m sure you will be convinced of the technology.’
Like other performance-car makers, AMG is holding back from putting all of its eggs in one basket. Schiebe says the plan is ‘all kinds of drivetrain technology, from ICE to hybrid to EV’.
Despite the push back from electrician naysayers, Schiebe is positive electrification is still the future for AMG. That being said, he told Car that AMG will continue to invest in gas-powered vehicles “with no end date.”
I’m very positive about the all-electric future for AMG. This new technology provides so much opportunity for us – you can do many new things that you can’t do with a combustion engine today.’
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AMG’s first bespoke electric model is well on its way, evidenced by testing shots seen earlier this year. Though heavily disguised, it’s clearly a similar shape to the AMG GT 4-Door, and will go up against the Porsche Taycan and Lotus Emeya. It’s based around a platform called AMG.EA. Schiebe says the car will be an ‘AMG first and electric car second’.
Schiebe won’t go into much detail about the AMG.EA platform, other than noting that the firm is targeting continued success in the upper segments of the market – so think SUVs as well as four-door GTs. He adds that electric AMGs must not ‘quickly lose steam’ with sustained high-speed runs, and that they must be able to charge quickly to get back on the road or track.
Back in 2023, Schiebe said that the C63 would remain a four-cylinder car for the foreseeable future, according to Motor1. However, this trend might not continue for the upcoming AMG CLE63. Apparently, that car was supposed to get the same drivetrain as the C63, but it’s now slated to receive a twin-turbo V8. That is sure to make some people happy.