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Mercedes-AMG C63 Gets Lackluster Sales In Its Home Turf

Giancarlo Perlas August 13, 2023

The Mercedes-AMG C63 S E Performance, touted as a breakthrough in the electrified performance sedan segment, is facing a challenging journey on its home turf in Germany. Despite its technological advancements and power enhancements, this C-Class variant appears to have stumbled upon a roadblock, drawing less-than-enthusiastic responses from local buyers.

2024 Mercedes-AMG C 63 S E PERFORMANCE
2024 Mercedes-AMG C 63 S E PERFORMANCE (Image Source: Mercedes-Benz Media)

A Tough Rivalry Against the BMW M3

In the realm of high-performance sedans, the Mercedes-AMG C63 S E Performance finds itself engaged in fierce competition, particularly against its arch-rival, the BMW M3. Unlike its predecessor’s roaring V8 engine, the Mercedes boasts a turbocharged four-cylinder powertrain coupled with an electric motor. However, this shift seems to have missed the mark in terms of capturing the hearts of discerning German customers.

A Disheartening Sales Scenario

Carscoops, citing recent reports from German media outlets, reveals a disappointing sales trajectory for the electrified C-Class pinnacle. Dealerships are reporting lukewarm interest, with some instances where sales are nearing “close to zero.” This is a stark contrast to the initial optimism harbored by the engineers and executives at Mercedes-Benz.

According to reports, the crux of the matter lies not only in the reduced cylinder count of the AMG C63 S E Performance but also in its pricing compared to its BMW counterpart. As a result, German consumers appear to be veering towards the six-cylinder power and the attractive price tag of the BMW M3, finding it to offer superior value in terms of both performance and premium quality.

While the AMG C63 S E Performance boasts a more impressive combined output of 671 horsepower from its hybrid powertrain compared to the BMW M3’s peak 543 hp, it faces a formidable challenge from the visceral appeal of its predecessor’s V8 engine. Additionally, the weight disparity between the plug-in hybrid variant and its internal combustion engine predecessor might be impacting the driving experience.

Price Wars and Perception

In the German market, the AMG C63 S E Performance commands a higher starting price than its BMW rival. The pricing gap, which amounts to a significant difference, raises questions about whether the advanced technology and power output of the car can outweigh the allure of the BMW M3’s competitive pricing.

For quick reference, the AMG C63 S E Performance has a starting price of €114,888.55 in Germany compared to the BMW M3’s €100,300 starting price tag.

Final Thoughts

As German dealers grapple with lackluster sales figures for the Mercedes-AMG C63 S E Performance, it’s evident that the electrified performance sedan is facing challenges in its home country. The competition with the BMW M3 and the perceived value proposition are among the key factors shaping the model’s reception in the market.

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About Author

Giancarlo Perlas

Giancarlo is an economist by profession with a career spanning nearly two decades. His professional journey has seen him assume vital roles in various government and private organizations. Alongside his civic and corporate pursuits is his love for cars, particularly those made by Mercedes-Benz. In 2012, he found himself with like-minded individuals within BenzInsider. From then on, he used the platform as a way to share his passion with the automotive community. Follow his Facebook page at https://www.facebook.com/benzinsider, X (formerly Twitter) @giancarloperlas, and IG @benzinsider. View all posts by Giancarlo Perlas →

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