You can tell when fans are unhappy
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.
Mercedes-AMG
AMG CEO: We could’ve “better explained” the C63 powertrain
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.
Mercedes-AMG
“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.”
AMG’s CEO says its future models will be “different”
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.”
Mercedes-Benz
Final thoughts
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.
