Mercedes’ surprising strategy

AMG’s glorious past and a controversial turning point

Historically, the “63 AMG” badge evoked the powerful image of the German V8, famous for the smooth timbre that dominated Formula 1 racetracks. In the past, crowds would stop at the sight of a Mercedes C63 to fully enjoy the roar of the safety car’s engine at full throttle. However, the manufacturer’s recent decision to replace its legendary V8 with a four-cylinder plug-in hybrid in the new Mercedes-AMG C63 S E Performance marks a radical departure from the past.

A questionable technical choice

The substitution of the V8 by a less prestigious four-cylinder engine appeared to be a pragmatic response to the ecological demands of the government’s malus system, which aims to cut CO2 emissions. Nevertheless, with emissions of 156g of CO2, Mercedes’ new model fails to position itself favourably against rivals such as Porsche and BMW, who offer V8 hybrid models emitting less than 40g/CO2. Why not opt for a six-cylinder hybrid engine? Wouldn’t the M256 (in-line 6-cylinder) be an ideal candidate for a smoother transition?

Performance versus tradition

Although Mercedes-AMG managed to squeeze 476hp from a mere 2-litre engine, the result is a weak compromise. The loss of the V8’s unique sound has been compensated for by an artificial simulation emitted via loudspeakers – a solution that purists doubtlessly find unconvincing. Critics are unanimous: while the vehicle doesn’t fail to impress from a technical standpoint, it is a disappointment to those seeking the true soul of the old AMGs.

Competitors may take over

This risky strategy opens up opportunities for BMW, who seems better aligned with the traditional expectations of car enthusiasts with its new M3 estate and non-hybrid six-cylinder engine. What’s more, its more attractive price and proven performance could easily win over customers who have historically been loyal to Mercedes.

The future of Mercedes: between innovation and tradition

While Mercedes is actively expanding its four-cylinder range of sportier models, with the AMG GT, for instance, the brand still offers more powerful alternatives with V8 engines, such as the 585hp 63 AMG version or the 816hp hybrid. However, while Mercedes’ move towards electric and smaller-displacement vehicles may be potentially advantageous in the short term, it could alienate a large segment of car enthusiasts, who might turn to other brands to rediscover the pleasure of driving fully combustion-powered vehicles before the inevitable transition to hybrid and full electric vehicles.