Mercedes-AMG's bold move to replace its V8-powered C63 with a four-cylinder hybrid model has resulted in mixed reception and customer losses, according to company boss Michael Schiebe.
- C63 S E Performance features a 2.0-litre four-cylinder plug-in hybrid powertrain
- New model produces up to 500kW and 1020Nm, but weighs almost 400kg more than its predecessor
- Some long-standing customers have struggled with the concept change
- Mercedes-AMG admits to losing customers who prefer V8 engines
Communication Challenges:
Schiebe acknowledged communication issues:
- Advantages of PHEV technology not properly explained to customers and sales team
- Need for better explanation of the technology moving forward
Industry Context:
- Next-generation E63 also set to lose V8 in favor of six-cylinder PHEV
- Competitors like BMW M3 and Audi RS4 use six-cylinder engines
- New BMW M5 adopts PHEV V8, facing similar weight criticism
Mercedes-AMG's transition to hybrid technology in the C63 represents a significant shift in the performance car landscape. While the move aligns with industry trends towards electrification, it has come at the cost of some traditional AMG customers. The company's acknowledgment of these challenges highlights the delicate balance between innovation and maintaining brand identity in the evolving automotive market.
