Zac Quinn 
The latest Mercedes-AMG C63 is the most powerful C-Class ever made, at an astonishing 671 hp and 752 lb-ft of torque. Between the AMG pedigree, absurd power figures for a C-segment car, and a dazzling interior, one would think that sales would be taking off. Except, they aren’t. And we’re left wondering: will the same happen to next-gen muscle cars like the Dodge Charger?
The Mercedes-AMG C63 S E Performance was first introduced over a year ago in the German market. Within that time, reports have been filtering in from local dealers regarding the sales of the new model, and some are currently hovering “close to zero,” per the MB Passion Blog.
So what happened?
Compared to the last-generation C63, which was the only C-segment performance sedan to offer a V8 with the top-class C63 S model, exchanges raw cylinder count for a hybrid electric four-cylinder powertrain to achieve the lofty power figures. As such, customers have been presented with a heavier car (tipping the scales at a truck-like 4,749 pounds), a less gratifying sound (the twin-turbo 4.0L V8 was legendary), and a wickedly high price (roughly $126,000 USD based on the exchange rate). This leaves the C63 S E Performance vulnerable to the likes of the cheaper, less complicated, and lighter BMW M3. And considering the M3 is widely criticized as something that’s evolved into something that’s too big, soft, complicated and expensive compared to its forebears, that’s certainly saying a lot.
Most recently, Mercedes has opted to offer rebates on its top-tier C-Class model, with up to 16 percent off the MSRP of the C63 S E Performance. Not something an automaker wants to do. And that’s especially for a high-end model, the equivalent of eating crow.
While it’s possible the lack of sales could be production related (what OEM hasn’t struggled with battery production?), it’s more than likely that the AMG customer base feels betrayed (hence the discounts). Here in the USA, where we’ve seen the muscle car market retreat substantially largely due to fines imposed by politicians, automakers are forced to offer a mix of solutions: a V8 pony car hindered by horsepower shrinkflation as we see from the Ford Mustang, a six-cylinder-only replacement to the mighty Hemi 392, an all-electric model with the new Dodge Charger, or (perhaps smartly) pulling from the market altogether, a la Chevrolet Camaro.
Compared to the market sentiment of the new C63, we’re seeing similar customer reactions to today’s muscle car market. They’re currently are left once again searching for amicable products that suit their high-octane tastes, for the right money. You can see it clear as day in the used car market. The last of the V8 Dodge muscle cars, particularly the Last Call models, are still going for insane markups, while the last-gen Camaro and Mustang V8 muscle cars are holding their value impeccably well.
Maybe it’s not just about 0-60 times, big screens, new tech, and fancy paint?
WHY is it so hard for car manufacturers to understand and recognize that muscle car guys & gals just simply “DON’T WANT THEM”. They want to hear the roar of that might V-8 ICE engine when they start it up and when the accelerate that gas pedal. These woke companies just simply don’t get it. Like the woman who has a reputation of having syphillis & she wonders why no one ever calls her for a date. What does the 16% off of MSRP tell you???? People don’t want an EV.
Corvette and Mustang have a strong future ahead, as I see it. The new look Charger is going to be a big flop, no V8 and me too styling. With the EV Charger weighing in at 5800 lb., oh my gawd! Lack luster styling that smack of a brick with the edges rounded off, WTF ? This is 2024 not the 1970, aerodynamics are a must have, not a after thought. My 2020 Scat Pack is growing in value with each new stupid move by Dodge !
Just wait for the pricing announcement. It won’t be pretty.