Mercedes-AMG has admitted that its decision to replace the iconic V8 engine with a four-cylinder hybrid alternative has cost them loyal customers.
Despite the new engine being more powerful and technologically advanced, some customers have walked away.
"We see that some of our loyal customers are struggling to embrace the concept. There's no doubt we've lost buyers who are specifically interested in V8 engines," AMG boss Michael Schiebe told Car Magazine.
Schiebe insists that the new C63 is a compelling product that needs to be experienced to be fully appreciated. However, not all critics agree.
In a review of the AMG C63 SE Performance, Chris Rosales from Car Magazine described the engine as lacking character and criticized the hybrid system’s added weight.
Schiebe acknowledged that Mercedes-AMG could have done more to communicate the benefits of the new technology.
"We made significant advancements with this technology, but we should have done a better job explaining it to our salespeople and customers," he admitted.
"There’s a German saying: ‘You never get a second chance to make a first impression.’ Maybe we missed that opportunity, but if you give it a try, I’m confident the technology will win you over," Schiebe added.
A Possible Return for the V8
While the AMG C63 remains a four-cylinder model for the foreseeable future, Mercedes-AMG may be reconsidering its approach.
According to a 2024 report from Autocar, the upcoming AMG CLE63, initially planned to share the same four-cylinder hybrid powertrain as the C63, is now expected to feature a twin-turbo V8. The shift is believed to be a response to negative feedback from customers and critics.
Despite the criticism, Schiebe remains optimistic about the C63.
"The C63 is a very important car in our portfolio. It was, it is, and it will continue to be," he told Car Magazine. "We decided to push the boundaries by integrating F1 technology into a road car."
