Mercedes-AMG now admits that replacing the V8 engine with a 2-liter, 4-cylinder alternative has cost customers.
Mercedes-AMG now acknowledges that the decision to replace the V8 engine in the AMG C63 with a four-cylinder hybrid engine has had consequences.
Several customers have turned their backs on Mercedes after the change, even though the new engine is more powerful and more technologically advanced.
"We see that some of our loyal customers are having a bit of a hard time with the concept. There is no doubt that we have lost customers who are only interested in V8 engines," AMG boss Michael Schiebe told Car Magazine .
Schiebe maintains, however, that the new C63 is a compelling product that must be experienced to be understood.
Not everyone agrees with that assessment, however. In a test of the AMG C63 SE Performance, Chris Rosales from Car Magazine described the engine as cold-blooded and criticized the extra weight from the hybrid batteries.
Schiebe acknowledges that Mercedes-AMG may not have been good enough at explaining the technology behind the new engine.
– We made great strides with this technology, but we should have explained it better to our salespeople and customers, he tells the media.
– We will continue to do so and improve further. There is a German saying that says: 'You never get a second chance to make a first impression.'
– Maybe we missed that first impression, but if you get the chance, I'm sure you'll be convinced by the technology.
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In an interview with Top Gear in 2023, Schiebe stated that the C63 would remain a four-cylinder car for the foreseeable future. But that may not be the case for the upcoming AMG CLE63.
According to a 2024 report from Autocar, this car, which was originally supposed to have the same powertrain as the C63, will now get a twin-turbo V8 engine. Autocar believes the change is due to the negative reaction to the C63's four-cylinder engine.
Despite the criticism, Schiebe maintains his enthusiasm for the current C63. "The C63 is a very important car in our portfolio," he tells Car Magazine.
– It was, it is, and it will continue to be. We decided to go with the latest technology with the current version. We wanted something new, and that's why we've put the F1 powertrain in a road car.
Mercedes-AMG now faces a challenge: They must convince customers that the new technology in the C63 is worth investing in, while also meeting the demand for V8 engines in other models.
