Image: MB Media
When rumours that the W206 Mercedes C63 began circulating, suggesting the V8 will be dropped in favour of a 4-cylinder unit, it's fair to say the motoring community wasn't exactly pleased.
Allegedly, even AMG's CEO at the time, Tobias Moers, stormed out of the meeting when the big bosses from Mercedes put the strategy forward. Perhaps that's why he left shortly afterwards and took over Aston Martin for a bit...
As unimpressed as I was at the idea, I decided to keep quiet and wait until first drives of the car were conducted. Because by then at least, we can build a general consensus of what the trusted motoring journalists actually think of it.
One press launch in Malaga later, and the C63's infections are beginning to show. Even sat in a café, taking a break from Christmas shopping, and I could tell that these reviewers were really struggling to give it any high praise. And that's a big problem for AMG.
Image: MB Media
To understand the 'mistake' part of the title, we have to consider why previous C63 (and general AMG) customers were drawn to them in the first place.
For over a decade, the C63 was always compared to its main rival, the BMW M3. And it makes sense given they sit at the same price point, market sector and attract the same people. But under the metal, they were always very different beasts.
The M3 was refined. Intelligent. Balanced. Brilliant, and took corners like they were its last. Every M car is engineered to dominate every sector of performance with a primary focus on driver engagement. And for nearly 40 years, the M3 has always been a serious car.
AMGs on the other hand, are rather more laid back. They're more akin to muscle cars with a growling persona and an imposing feeling from behind the wheel - it's difficult to explain, but AMGs give you the feeling that an M car could never achieve.
Image: MB Media
The subtle feeling that you were operating a Greek God of Thunder was what attracted people to the old C63s. Being a C-Class, it was more accessible than the E-Classes and above with the same V8 engines. Either the 6.2 or 4.0 litre engines provided an experience that no rival could ever match. They were smoking tyres and burning fuel like it was the apocalypse, but anyone who bought one knew this, and simply didn't care.
The new car losing its V8 removes everything that an AMG ever stood for. That thunderous rumble is gone and is replaced by a flat-sounding 2.0 litre. Whilst the total power output is 680hp or thereabouts, the boasting of performance rather misses the point. Besides, you don't get access to all that power until you're in a certain boost mode. So, most of the time, the 2.1 tonne boat seems to be struggling to shift its own weight.
But wait, I hear you ask: there have been 4-Cylinder AMGs in recent years, and they've been successful.
Image: MB Media
That's absolutely true; the A45 for instance has worked wonders for AMG, despite it's traditionally massive price tag. However, hot hatch customers are not necessarily the same people who are on the market for a sports saloon.
Premium brand hot hatches like the Golf R, Audi RS3 and such, are bought for different reasons. They're pocket rockets that can be easily financed for young, thriving entrepreneurs. They only tend to have 2.0 litre engines because they're perfectly suited to those lighter platforms.
Sports saloons on the other hand, appeal to different kinds of people. They're often more mature, have a bit more power in the office, and feel they must drive a car as if it's a fresh suit. And a healthily large and powerful engine suited this criteria perfectly.
Removing the V8 decreases the C63's moral status in the AMG model line up. The 4-cylinder cars acted as the entry level access into the brand, whereas the V8s were the aspiration. The dream. The feeling that you've really made it in life. And suddenly, that dream just became even harder to reach.
Image: MB Media
You could argue that the C63 could be an appealing upgrade to A45/CLA 45 customers, since that market is already aware of how capable the 2.0 litre engine is. But even so, those people are faced with an enormous price hike. With a starting price of around £90,000 and well-over £100k with options, that makes it nearly twice as expensive as the A45. Even on a finance deal, that's a lot of extra cash per month which those customers are not likely to afford.
Then there's existing V8 C63 customers who bought the W205. That was a £60-70k car when new, and a price hike of up to £30k and above? It's hard not to believe that those loyal fans are going to feel pretty alienated. And who is going to want to spend that much to upgrade to a car that's been reported a disappointment over its predecessor.
And when you consider it's similar money to the larger, V8-powered E63, suddenly you have to wonder: just who is the new C63 aimed at?
Image: MB Media
It's difficult to assume that an immensely rich and successful brand like Mercedes would ever make a mistake. Because in almost every strategic decision involving changes to a model, they've always enjoyed success from them. They're not afraid to embrace change, introduce new ideas and let the sales numbers keep on increasing.
I believe however, that a true rarity has been achieved. Mercedes have made a mistake - and one that may cost them loyal AMG customers that have been key to the performance brand's success over the last 20 years or so.
If there is anything to compare the C63 with. It's the Porsche 718 Boxster/Cayman GTS. That was initially offered with a 4-cylinder unit, but once Porsche realised it was a slow seller, they took their 4.0 litre flat six and used that instead - and sales subsequently increased and especially in a key marketplace, the USA.
Of course, Porsche 718 buyers are different from those looking to buy a 4-door AMG Merc. But the principle still stands as those who bought a V8-powered sports saloon aren't oblivious to the world of motoring enthusiasm.
The big bosses in Stuttgart must read and watch the reviews with an open mind and consider what is actually best for the AMG brand and its strategy going forward. The new C63 mark a turning point to dilute what once was a well-loved genre of performance cars.
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