Mercedes-AMG admits hybrid C63 missed the mark, hints at V8 return

When Mercedes-Benz announced in 2022 that it was replacing the beloved twin-turbo V8 in the AMG C63 with a hybridized four-cylinder powertrain, the reaction from enthusiasts was mixed at best. While the new setup boasted more power and cutting-edge technology, it lacked the raw emotion and character that made its predecessor such a fan favorite. Now, AMG boss Michael Schiebe has admitted that the decision may have cost the company some loyal customers.

Speaking to Car Magazine, Schiebe acknowledged that some longtime AMG fans were reluctant to embrace the new four-cylinder hybrid. “We see that some of our very loyal customers struggle a bit with the concept,” he said. “Of course, no doubt we have also lost some customers who are just into V8s.”

While he remains confident in the C63’s capabilities, Schiebe admitted that the company could have done a better job marketing the new technology to both sales teams and consumers. “We jumped far ahead with this technology, but we should have explained the technology more to our salespeople and customers,” he said. “We will continue to do that and further improve.”

Despite AMG’s best efforts to push the hybrid C63 as a step forward, critics and customers alike have struggled to embrace it. In Road & Track’s most recent test, reviewer Chris Rosales praised the engineering behind the car but found the powertrain to be emotionless, noting that the additional weight from the hybrid system dulled the experience.

Schiebe, however, remains confident that the new C63 will win over skeptics with time. “It takes time,” he has said in previous interviews, insisting that once customers spend enough time behind the wheel, they will appreciate the car’s advanced drivetrain.

While the current C63 is set to remain a four-cylinder hybrid, AMG’s response to customer dissatisfaction may be evident in its future lineup. According to Autocar, the upcoming AMG CLE63, which was originally expected to use the same hybrid setup, will now receive a twin-turbo V8. Though there’s been no official confirmation, reports suggest that backlash over the C63 played a significant role in this last-minute decision.

Despite this potential shift, Schiebe continues to defend the hybrid C63. “The C63 is a very important car in our portfolio,” he told Car Magazine. “We decided with the current version to really go for the latest technology. We wanted something new and that’s why we put the F1 powertrain into a street-legal car.”

The transition from V8 to hybrid power was always going to be a controversial move, especially in a segment where sound, feel, and emotion play such a crucial role. While AMG’s technological leap forward is impressive, the lukewarm reception suggests that performance car buyers still value the intangible qualities that made the old C63 so special.

If the CLE63 truly does return to V8 power, it could signal a recalibration of AMG’s strategy—one that acknowledges the importance of not just raw performance, but the emotional connection that makes an AMG feel like an AMG.