Mercedes Executive Says Customers Will Eventually Accept 4 Cylinder AMG Cars

The Transition to a New Era

The automotive world is in the midst of a significant transformation, with Mercedes-AMG leading the charge by introducing a new line of four-cylinder plug-in hybrid models. This transition marks a departure from the beloved V8 engines that have long been a hallmark of the AMG brand. While enthusiasts are skeptical, Mercedes-Benz Australia’s CEO, Jaime Cohen, believes that consumers will eventually come to appreciate these changes. “I think it will still be a very successful vehicle,” Cohen stated in a recent interview. He likened the shift to a natural evolution in technology, where acceptance may take time, but ultimately, the performance and innovation will speak for themselves.

Performance Without Personality

The new Mercedes-AMG C 63 S and GLC 63 S both feature a 2.0-liter turbocharged four-cylinder engine combined with an electric motor, delivering a remarkable 671 hp and 752 lb-ft of torque. These numbers represent a significant leap in performance compared to their V8 predecessors. Yet, despite these impressive stats, purists have criticized the lack of character in the new powertrain. Cohen, however, is unfazed by the backlash, emphasizing that performance remains at the core of AMG’s identity. “It’s about performance. It would be a problem if we could not deliver the same performance,” he explained, underscoring that the essence of AMG has not been compromised.

A Parallel to the Past?

Cohen’s confidence in the new AMG models is rooted in historical precedent. He recalled the initial resistance to automatic transmissions when they first replaced manual gearboxes. Despite initial skepticism, automatic transmissions have now become the norm. “When we first moved, not everyone was convinced about our automatic transmissions. But eventually now… everyone has one,” Cohen noted. He draws a parallel between that transition and the current shift towards electrified four-cylinder engines, suggesting that, over time, consumers will adapt to and even embrace these new technologies.

A Broader Perspective

This shift to a smaller, electrified powertrain is not just a decision based on environmental concerns but is also a strategic move to future-proof the AMG brand. Michael Schiebe, head of Mercedes’ performance division, has echoed similar sentiments, highlighting the need to be open-minded about new technologies. According to Schiebe, the decision to move away from the V8 engine is a “very, very progressive” step, ensuring that AMG remains at the forefront of automotive innovation. Despite the pushback from traditionalists, the brand is confident that this downsizing will not detract from the driving experience that AMG is known for.

Money Talks

As the automotive industry continues to evolve, Mercedes-AMG’s shift towards four-cylinder plug-in hybrids is emblematic of a broader trend toward sustainability and efficiency. The upcoming CLE63 coupe and convertible, set to replace the two-door C63 and E63 models, will further cement this new direction. While the purists have yet to warm up to these changes, Mercedes-Benz remains optimistic about the future. As Cohen pointed out, transitions always take time and some convincing, but ultimately, it’s the quality of the product that will win people over.

For the folks at Mercedes-AMG, ultimate performance may have the last word; when it comes to running the business, it’s the customers’ dollars that speak loudest. Thus, it remains to be seen if the manufacturer’s efforts to normalize the 4-banger AMGs will work in their favor, or ultimately turn the customer base away and backfire.

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