They’ve done it again, the folks at Mercedes-Benz Malaysia (MBM). First, it was the sumptuous AMG GT that blindsided the Porsche 911 Turbo with its unexpectedly “reasonable” price. Now, with the new Mercedes-AMG C63, (in higher-spec “S” guise no less) they have indeed thrown down the gauntlet, right at the toes of the BMW M3.
Maximum bang for buck
At RM698,888, the C63 S undercuts the M3 by more than RM30,000. Okay, the difference of RM30K might be chump change for those of who can afford either (or both) of these super sedans, but the AMG comes with a 4.0-litre V8 motor as opposed to the M3’s 3.0-litre inline six (both have twin turbos), besting the latter not only in the number of cylinders, but also in sheer output – 510hp/700Nm fights 431hp/550Nm. The audacious amount of torque (for RWD 1.7-tonne car) is laid down via a 7-speed MCT transmission which by the way isn’t a dual-clutch type but a highly modified version of the existing wet-clutch 7G-Tronic automatic. Electronically-controlled limited slip differential, dynamic engine mounts and three-stage suspension damping control are standard equipment. Of course, the argument as to which performs better out on the road and track isn’t that easily settled, but on paper, you have to say that the Mercedes-AMG C63 S is untouchable.
Priced to kill
The pricing of the C63 AMG certainly reflects the aggressive positioning of Mercedes-Benz models of late. In fact, a glance at the price lists of both of these German rivals confirms that many core Mercedes-Benz models are in fact priced more affordably than the corresponding BMWs, which wasn’t the case previously, at least not in Malaysia where Munich’s ultimate driving machine was rarely perceived as having the same stature as Stuttgart’s ultimate business card.
No doubt the leverage on CKD hybrid incentives contributed to the dominance by the S-Class and the rise of the E-Class in their respective segments, aided by the roll out of its compact car range (namely the A, B and CLA) which found many new customers. Even so, Mercedes-Benz certainly has more than enough brand prestige to not have to price their cars so aggressively, such as in the case of the AMG GT S and the C63 S, the fact that they chose to do so simply underlines the intent to capture volume and market share.
As it stands, more than 7,300 units of new Mercedes-Benz cars were put on the road over the period of January to August, which is around 3,000 units more than nearest rival BMW. Suffice to say, MBM will regain the luxury crown from BMW by the year’s end, with the never-before-breached 10,000-car milestone looking more a certainty rather than a possibility.