The Mercedes AMG C63 was revealed to much orchestrated fanfare. Positioned as the epitome of the Mercedes C Class model range, the AMG C63 stands tall as a testament to high-performance engineering. With a pedigree deeply rooted in AMG’s legacy, the C63 showcases the pinnacle of engineering prowess that AMG embodies. Despite the historically high demand for previous AMG C63 performance models, the latest iteration seems to be struggling to make its mark. The current incarnation isn’t garnering the anticipated attention at the box office. Mercedes dealers in Germany have reported nearly negligible sales since it launched weeks ago.

While a portion of the blame is attributed to Germany’s prevailing economic climate, which contracted by 0.3 percent in July and anticipates a year devoid of growth in 2023, there seems to be another, more insidious culprit at play—an underlying factor that’s deterring prospective buyers. The latest AMG C63 replaced the V8 twin-turbo engine with a 4-cylinder plugin-hybrid powertrain. While technically interesting and a poster child for greenwashing, buyers are displaying such a lack of enthusiasm that they’re now instinctively turning away from the idea of owning a C63 that lacks the revered V8 engine.

While the 671bhp AMG C63 PHEV is superior to the previous 500bhp V8 twin-turbo, a 4-cylinders performance car will always lack appeal. You see car enthusiasts have been programmed to believe the V8, V10 and V12 engines to be the pinnacle powerhouses. All of them have succumbed to the scrubbing of environmental pressures. Perhaps this rebellion isn’t about rejecting superior engineering for old-school charm.

Indeed the BMW M3 emits 168bhp less from its twin-turbo straight-six, costs less and is currently experiencing exceptionally high demand. It appears that the 2023 AMG C63 has become Mercedes’ “Bud Light” moment.