AMG, once synonymous with hand-built V8s and raw power, has undergone a significant transformation since Daimler AG acquired a controlling stake in 1999. While the company’s history is marked by iconic engines like the 300 SEL 6.8 AMG, recent decisions have raised concerns among enthusiasts.
Mercedes-Benz has forced AMG to dilute its lineup with AMG-tuned engines rather than focusing on hand-built powerplants. This departure from its core values has led to a growing sense of disillusionment among many long time fans.
Additionally, AMG’s CEO’s recent comments suggest a disconnect between the brand and its core customer base. Schiebe claims that customers are attracted to AMG for its technology, not just for its powerful engines. This implies that AMG’s transition to electrified performance will be embraced by its loyal customers. However, many enthusiasts argue that AMG’s electric future cannot truly capture the essence of the brand.
The raw power and visceral excitement that AMG has always been known for are inextricably linked to its high performance internal combustion engines. The transition to electric power, while necessary for environmental reasons, risks diluting the brand’s identity. While AMG undoubtedly possesses the engineering prowess to create thrilling electric vehicles, there is a concern that the driving experience will be fundamentally different.
Moreover, the shift to electric power raises questions about the future of AMG’s iconic V8 engines. These engines have been a defining characteristic of the brand for decades, and their demise would be a significant loss for many enthusiasts. While AMG may continue to produce V8 engines for a limited time, inevitably, they will eventually be phased out in favor of electric powertrains.
AMG’s transition to electrified performance is a complex issue with both potential benefits and drawbacks. While the brand undoubtedly possesses the engineering expertise to create thrilling electric vehicles, there is a risk that the driving experience will be fundamentally different from what fans have come to expect. The demise of AMG’s iconic V8 engines would also be a significant loss for many enthusiasts.
As AMG continues to go through this challenging period, it is essential that the brand remains true to its core values and strives to create vehicles that are both exciting and environmentally friendly. While the 4.0-liter V8 engine family is a significant draw for many AMG customers, it’s not the sole reason for their preference over Audi Sport or BMW M.
The perception of AMG as a top-tier brand, often associated with owning the most expensive version of a model, is equally influential. The V8’s burly sound and substantial low-end torque, combined with its position as Mercedes-Benz’s second-largest engine after the V12, make it a compelling choice. However, its aural qualities surpass the 3.0-liter turbo inline-six M256.
Schiebe’s reference to “tech” could allude to various advancements, including the axial-flux electric motor technology acquired through the 2021 takeover of YASA Limited. This technology is highly regarded in the industry, as evidenced by its adoption in models like the Ferrari 296 and Koenigsegg Regera. Nevertheless, it’s unlikely that this technology alone would sway someone to choose an AMG over competitors in the same price range.
Mercedes-Benz’s three-display dashboard layout, while visually impressive, can be distracting for some drivers. Additionally, the integration of apps like Angry Birds and TikTok into the infotainment system of the E-Class may not be a priority for all buyers.
The four-cylinder turbo inline-four engine in the C 63 S E PERFORMANCE and GLC 63 S E PERFORMANCE, despite its impressive power output, may not be considered suitable for a 63-series model by some enthusiasts. Furthermore, the persistent tech related issues that have plagued Mercedes-Benz/AMG/Maybach ownership since the 1990s underscore the need for a quality-focused approach.
Although Mercedes-AMG GmbH is developing an electric supercar based on the Vision One-Eleven concept, a special engine remains a significant factor for many customers when considering an AMG model. The recent success of the all-electric i4 M50 as BMW’s best-selling model in 2023 highlights the growing demand for electric performance vehicles.
