Nearly a year after its unveiling and just weeks following its German market debut, the Mercedes-AMG C63 S E Performance is reportedly experiencing disappointing sales figures. This flagship performance model in the C-Class range, which controversially replaced its twin-turbo V8 engine with a four-cylinder plug-in hybrid powertrain, is struggling to compete with rivals like the six-cylinder BMW M3. The challenges appear to stem not only from the engine downsizing but also from a significant price difference.
Despite the Affalterbach engineering team’s optimism that increased power and advanced technology would compensate for the reduced cylinder count, initial market reception in Germany suggests otherwise. Dealers are reporting a significant lack of buyer interest in the new C63 S E Performance.
According to reports from German dealers cited by MB Passion Blog, orders for the electrified performance sedan are described as being “close to zero.” Dealers suggest that the lukewarm reception is due to the BMW M3 offering a more compelling package in terms of powertrain, price, and overall value.
More Power Doesn’t Guarantee Sales Success
The Mercedes-AMG C63 S E Performance boasts a combined output of 671 horsepower (500 kW / 680 PS) from its turbocharged 2.0-liter four-cylinder engine and rear-mounted electric motor. This powertrain configuration makes it the most powerful C-Class model ever produced, exceeding the previous generation’s twin-turbo 4.0-liter V8, which delivered 500 hp (380 kW / 510 PS).
Read More: Mercedes-AMG C63 S E Performance Price Exceeds BMW M3 by Over $15k in Germany
However, raw power figures are not the only factor influencing buyer decisions. The previous V8 engine was renowned for its distinctive and appealing sound, a characteristic arguably diminished in the new four-cylinder PHEV variant. Furthermore, the electric assist in the plug-in hybrid system diminishes at speeds beyond 200 km/h (124 mph). Another significant drawback is the increased weight of the PHEV model, tipping the scales at 2,129 kg (4,694 lbs) compared to the 1,690 kg (3,726 lbs) of its purely internal combustion engine predecessor.
High-Tech Comes at a Premium Price
In the German market, the Mercedes-AMG C63 S E Performance starts at a price of €114,888.55 ($126,037). In contrast, the BMW M3 Competition xDrive, a comparable model, is available from a more accessible €100,300 ($110,032). This substantial price gap of €14.6k ($16k) makes the inline six-powered BMW a more attractive proposition for many buyers, despite having a lower power output of 168 hp (125 kW / 170 PS) compared to the AMG.
The initial sales reports from Germany suggest that for the Mercedes-AMG C63, more power and cutting-edge technology might not be enough to overcome concerns about engine sound, weight, and ultimately, value for money when placed against established rivals like the BMW M3.
