Mercedes-Benz’s decision to replace the iconic twin-turbo V-8 engine in the AMG C63 with a hybridized four-cylinder powertrain in 2022 was met with mixed reactions. While the new powertrain offered advanced technology and more power, it failed to strike the emotional chord that made the V-8 a favorite among enthusiasts. In a candid admission, Michael Schiebe, the boss of Mercedes-AMG, acknowledged that the shift had cost the company sales, as some loyal customers struggled to embrace the change.
A Step Forward in Technology, But a Step Back in Character
The decision to transition from the V-8 to a hybridized four-cylinder was not an easy one for AMG. The new setup, known as the C63 S E Performance, is an engineering marvel, combining a 2.0-liter turbocharged engine with an electric motor to deliver impressive performance figures. However, despite the added power and technological prowess, the shift has failed to win over all customers, particularly those who have long been fans of the distinctive character and exhaust note of the V-8 engine.
As Schiebe pointed out, “We see that some of our very loyal customers struggle a bit with the concept.” It’s clear that the hybrid C63 has not been able to generate the same excitement or emotional attachment as its predecessor. “Of course, no doubt we have also lost some customers who are just into V-8s,” Schiebe added.
A Divisive Test Drive
The C63 S E Performance certainly delivers on paper, but critics have expressed reservations. In a recent test, Chris Rosales from Car Magazine described the powertrain as “emotionless,” lamenting the added weight brought on by the hybrid batteries. For some enthusiasts, the shift to a hybrid four-cylinder feels like a departure from the raw, visceral experience that has made AMG cars so beloved.
Despite these criticisms, Schiebe remains confident that the C63’s hybrid powertrain is a “very convincing product.” He emphasized that customers need to experience the car for themselves before forming an opinion. “It takes time,” Schiebe said, suggesting that some might come around to the hybrid’s capabilities once they’ve driven it more extensively.
Marketing Missteps and Missed Opportunities
One of the key points Schiebe acknowledged was AMG’s failure to adequately communicate the technology behind the new powertrain. “We jumped far ahead with this technology, but we should have explained the technology more to our salespeople and customers,” he confessed. In hindsight, AMG could have done a better job of showcasing the benefits of the hybrid system to potential buyers, ensuring that they
fully understood its capabilities and performance potential. “We will continue to do that and further improve,” Schiebe stated, underscoring that better education for both salespeople and customers will be central to the car’s future success. He also acknowledged that first impressions are crucial, referring to the German saying, “You never have a second chance at a first impression,” suggesting that AMG may have missed an opportunity to win over customers initially. Nevertheless, Schiebe remains confident that once customers experience the vehicle firsthand, they will be convinced of the hybrid technology’s merits.
The Future of AMG’s Powertrain Strategy
While the C63 S E Performance has made a mark with its cutting-edge powertrain, Schiebe hinted at a potential shift back to a more traditional setup for AMG’s future models. The upcoming AMG CLE63, which was initially slated to adopt the same hybrid four-cylinder configuration as the C63, will now reportedly receive a twin-turbo V-8 engine, according to a 2024 Autocar report. Although no official confirmation has been made, this last-minute change is widely believed to be a response to public backlash following the C63’s reception.
