Mercedes’ worst mistake in recent years? The launch of the new C63 was perhaps a too risky gamble that cost them customers

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When Mercedes replaced the legendary twin-turbo V8 with a four-cylinder hybrid engine in its C63 AMG, the reaction from big-engine enthusiasts was immediate.

While the new powertrain is a technological marvel inspired by Formula 1, it struggles to win over those who loved the raw soul of the previous version. Especially since its two main competitors—BMW and Audi—have yet to abandon their six- or eight-cylinder engines, which remain beloved by purists. Let’s take a closer look at this controversial decision.

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Breaking with the legacy of the Mercedes V8 engine

Since its debut, the Mercedes C63 has been a symbol of power—a roaring V8 that embodied AMG’s very essence. With the hybrid four-cylinder version, Mercedes chose to innovate, achieving extraordinary performance through a combustion engine combined with an electric system inspired by Formula 1. While this shift resulted in impressive power, the iconic V8 soundtrack disappeared, leaving many loyal fans disheartened. AMG’s CEO, Michael Schiebe, acknowledges the difficulty of this transition for the brand’s enthusiasts.

“We lost customers who were attached to the V8 experience…”

…he admitted. Yet, he insists that the new model is a technological achievement that must be experienced to be fully appreciated. But is that enough to win over the purists?

C63 Platform: combustion engine combined with an electric system inspired by Formula 1 - © Mercedes Benz
C63 Platform: combustion engine combined with an electric system inspired by Formula 1 – © Mercedes Benz

A communication gap that left customers confused

One major criticism leveled at Mercedes is the lack of clarity in communicating this evolution. Schiebe concedes that the brand should have better explained the technology to both dealers and customers. By moving forward too quickly, Mercedes left a mixed impression at the launch of the new C63. The move was also poorly received in a context where other AMG models, like the CLE63, retain their V8 engines. According to some reports, this decision may have been influenced by fans’ backlash—a reminder that even the biggest brands aren’t immune to pushback when challenging traditions.

Mercedes left a mixed impression at the launch of the new C63 - © Mercedes Benz
Mercedes left a mixed impression at the launch of the new C63 – © Mercedes Benz

An uncertain future for the C63 AMG

Despite the criticism, Mercedes stands by its decision and continues to invest in hybrid technology. The automaker claims this model represents the future, paving the way for a new generation of AMG vehicles. AMG’s CEO remains confident that drivers will eventually come to appreciate this bold choice, as long as they take the time to experience the car. However, the future of the C63 remains uncertain. Customer feedback could shape its future direction, particularly as competitors continue offering more traditional engines, like BMW’s iconic six-cylinder in the M3 and M4. The transition wasn’t easy when Mercedes announced it would add twin turbos to its legendary naturally aspirated V8 in the SLS while reducing the displacement. Yet, years later, that era is looked back on with nostalgia. One thing is clear: Mercedes stands at a crossroads, and the coming years will be pivotal in determining whether this technological transition was the right bet.

4,0l V8 AMG - © Mercedes Benz
4,0l V8 AMG – © Mercedes Benz

This article explores the challenges Mercedes faced with the evolution of its C63 AMG, from the controversial abandonment of the V8 to efforts to promote a Formula 1-inspired hybrid powertrain. Balancing technological innovation with the resistance of purists, the C63 embodies the tension in the transition of high-performance sports cars.

From 0 to 60 mph in 3.4 seconds and up to 133 mph no matter the terrain, this British beauty powered by an American giant is landing on US soil

Images: © Mercedes Benz

Adrien Conges
Adrien Conges
I grew up near Magny-Cours, an old Formula 1 circuit in France so I've been passionate about motorsport and automobiles since childhood. I currently live in Bordeaux, France and I'm still waiting for Ferrari to win a 17th F1 constructors' title.

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