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Miami Herald
2 days ago
- Automotive
- Miami Herald
Mercedes-AMG CEO Responds to the Backlash Around the C63's Four-Cylinder Engine
In recent years, loyal and passionate enthusiasts who dwell on forums, comment sections, and social media platforms have been very vocal about the changes that automakers enact on their beloved vehicles. Often, fans feel unrestrained to express their emotions and opinions when it comes to decisions that they see as controversial. No other phenomenon is just as apparent as the vocal internet enthusiast backlash surrounding the revamped Mercedes-Benz C63 S E-Performance, which swapped the 4-liter biturbo V8 for a turbocharged 2-liter inline four-cylinder with a performance-oriented plug-in hybrid system. Though it makes earth-shattering 671 horsepower and 752 pound-feet of torque, numbers on paper could only go so far. In a new interview with MotorTrend, Mercedes-AMG CEO Michael Shiebe addressed the response associated with the decision to replace the C63's brashly loud twin-turbo V8 powerplant for a turbo-hybrid four-banger in the new model. "We probably could have better explained the technology to our customers. There are pure V-8 fans, and it's hard to convince them of this four-cylinder hybrid technology," Schiebe told the publication, adding, "It's my job to do a constant review of our portfolio. I'm pretty confident that we will fulfill our customers' dreams in the next two to three years." The latest statement from the Mercedes-AMG CEO reflects similar ones in past interviews. In a July 2024 Autocar interview, Shiebe noted that some customers "take time to really be excited for the technology," and that "it's important to be open-minded when it comes to technology." Additionally, in an April 2025 interview with British CAR magazine, he admitted that some of AMG's "very loyal customers struggle[d] a bit with the concept," and that it "lost some customers who are just into V-8s." However, he felt confident that the doubt would melt away behind the wheel. "We jumped far ahead with this technology, but we should have explained the technology more to our salespeople and customers," the AMG boss told Car. "We will continue to do that and further improve. There is a German saying, 'You never have a second chance at a first impression.' Maybe we missed out on the first impression, but if you have the opportunity, I'm sure you will be convinced of the technology." In the same interview, Shiebe noted that AMG's future cars will be distinctively AMG. When asked about how its future EVs would distinguish themselves among the lineup, he noted that "There won't be such a difference between them, because all these cars need to be an AMG first and then an ICE or EV second. When you buy an AMG, you buy the performance, the emotion." He also added that making AMG's offerings visually different than mainstream Mercedes-Benz models is as important as ever, noting that its buyers "love the distinctive AMG look and the differentiation it brings. Our future cars will be more expressive in that dimension. If you look into the future, I would say you can expect cars that will be more visually differentiated-AMG will be doubling down on design; our design language will be more expressive." Ultimately, buyers buy with their wallets, regardless of the badge on the hood, grille, and trunk lid. We live in complicated times, where automakers must juggle tariffs, electrification, and emissions regulations, as well as a vocal buying public that can drop the ball at any time. I don't think the decision to use a turbo-four was entirely made in a vacuum, but if the Affalterbach boffins are aware of the feedback to their product, they would probably know by now. Copyright 2025 The Arena Group, Inc. All Rights Reserved.
Motor 1
3 days ago
- Automotive
- Motor 1
Mercedes Says It Could Have 'Better Explained' the C63's Powertrain
The internet well and truly bashed Mercedes-AMG for swapping out the C63's snarling V-8 for a hybrid four-cylinder. So much bashing was done that AMG has hinted at replacing the four-cylinder in the near future. With that in mind, Mercedes-AMG CEO Michael Shiebe recently sat down with MotorTrend to reflect on AMG's direction. The interview produced an interesting snippet about the brand's most controversial AMG product to date. Photo by: Chris Rosales / Motor1 Regarding the car, Shiebe said, "We probably could have better explained the technology to our customers. There are pure V-8 fans, and it's hard to convince them of this four-cylinder hybrid technology." The statement keeps with the tone of Mercedes-AMG's previous communications on the product: It's the consumers who don't understand the product, not a fundamental problem with the product itself. That line of reasoning has held firm, even as AMG was forced to sell the C63 at crazy-steep discounts in order to move inventory. Shiebe noted later in the same interview that Mercedes-AMG also plans to build more visually distinctive cars to help separate AMG from Mercedes's mainline products. But that's never been the C63's problem; it's a gorgeous little car with excellent proportions, one that balances stealthy and sinister to perfection. Like all great AMG's, the C63 looks gorgeous in black. Photo by: Chris Rosales / Motor1 Indeed, we've driven and talked about the new four-cylinder C63 plenty—both on video and in a controversial column . In response to consumers' general outrage, Mercedes told us that falling in love with the new four-cylinder C63 would simply take time , even after admitting it lost customers over the switch away from V-8 power. It's unlikely that we'll drive a new V-8-powered C63 again, but here's hoping that the brand either nails its messaging strategy with the next car or listens to their customers; they tend to vote with their wallets. More On The C63 The AMG C63 Is Reportedly Dying. Mercedes Won't Comment Bad News: The AMG C63 Won't Get a V-8 Engine Source: MotorTrend Share this Story Facebook X LinkedIn Flipboard Reddit WhatsApp E-Mail Got a tip for us? Email: tips@ Join the conversation ( )
