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New Positioning Aims To Recapture Traditional Fans With Powerful Engines, Aligning Technology And Tradition
The Mercedes-AMG confirmed, in June 2025, drastic changes to its engine lineup. The brand acknowledged that the 2.0 turbo hybrid did not win over its loyal audience.
This revelation came from a senior executive interviewed by Autocar. He admitted anonymously that the M139l, despite being advanced, failed to charm traditional AMG buyers.
As a result, the German manufacturer decided to accelerate the development of new V8 engines. The brand will also revisit the inline-six.
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The automaker will launch mild or plug-in hybrid versions.
These versions will meet emission requirements.
Renewed Strategy And Lessons From The Past
Despite all the innovation, Mercedes-AMG realized, as early as 2024, that the four-cylinder engine did not generate excitement among its fans.
The M139l equipped models such as the C63, GLC63, SL43, and GT43. Market response did not meet expectations.
According to the executive, the brand underestimated the emotional attachment to the V8. This directly influenced sales.
To make matters worse, the cost of reconfiguring the engine to meet Euro 7 standards became prohibitive.
Starting in 2026, authorities will require these standards.
Thus, the decision to gradually eliminate the engine was made. The measure aims to maintain financial sustainability and the sporting DNA of AMG.
Rumors About Substitutions and Retirements
Sources from Mercedes itself indicated that the future of the C63 remains uncertain. As of the first half of 2025, there is no confirmation of a V8 version.
Rumors suggest that the model, along with the C43, may be retired sooner than expected. In its place, a C53 may emerge.
This model will use the M256M engine, a mild hybrid inline-six with 3.0 liters. It is the same engine used in models like E53 and CLE53.
The CEO of Mercedes Australia, Jaime Cohen, and the global CEO of AMG, Michael Schiebe, previously defended the earlier strategy.
They acknowledged that communication about the hybrid system could have been better. The explanation fell short with loyal customers.
Future Prospects And Commitment To Fans
The new phase of AMG, therefore, signals a return to its roots, but without ignoring the growing environmental demands that require rapid changes.
Larger blocks will return with hybrid technologies, ensuring that performance and efficiency remain balanced in any usage situation.
Meanwhile, future V8 and hybrid inline-sixes will comply with European emission limits, which will become stricter starting in 2026.
Therefore, the transition shows that Mercedes-AMG is listening to consumers, as it wants to adjust its course to maintain its loyal base.
Autocar states that the automaker is betting on more powerful engines, thus aiming to win back purists who have migrated to competitors like the BMW M3.
This rival offers six cylinders and manual transmission at more competitive prices, putting pressure on Mercedes-AMG to react soon.
