AMG CEO Concedes To Hybridization Criticisms
- AMG CEO Michael Schiebe admitted that their lower displacement hybridized powertrains failed to generate more hype than their raw V8 predecessors.
Back in 2022, the Mercedes-Benz Group decided to shake things up by ditching the twin-turbo V8 for a hybrid four-cylinder in the Mercedes-AMG C63 S E Performance. The technologically advanced setup delivered more punch. However, it failed to generate enough excitement for the hardcore fans of the three-pointed star marque, particularly those fond of its “hot inside V” powertrain.
None other than AMG CEO Michael Schiebe admitted their failure to generate the same level of hype for their hybridized configuration. He admitted to Car Magazine that die-hard fans of the brand seemed to “struggle a bit with the concept.” Nonetheless, he encouraged them to try their products first to see the difference.
“We see that some of our very loyal customers struggle a bit with the concept,” Schiebe stated in the interview. “We have lost customers that are only interested in V-8s.”
“It’s a very convincing product.”
This is not the first time Schiebe conceded to the criticisms of Mercedes enthusiasts, as he said they could’ve done a better job marketing the new tech. He remained firm and stated that it “takes time” to convince people to switch. He gave China as an instance, where there is a high demand for electric sedans. He saw the AMG C63, for example, as a compromise in the current trend.
