Mercedes-AMG CEO thinks customers would embrace an electric AMG

The potential switch to electrification has been a hot topic in the automotive community with many arguing whether EVs really are better for the environment or whether the switch will even take place at all.

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AMG, Mercedes-Benz's performance-focused branch, has long been known for the powerful engines they install in regular sedans and SUVs. Think of the AMG GT and the AMG G 63 as some recent examples of what they're capable of.

AMG's CEO believes customers would be ok with an electric AMG

Michael Schiebe, CEO of Mercedes-AMG, doesn't think that people come to AMG for the engines, but rather the "advanced technology" that according to him actually defines the brand.

In a recent interview with Autocar magazine, Schiebe said “The customers who came to AMG for the V8 didn’t just do so because of the engine size; they were fascinated by the technology we implemented in our cars.”

He is also confident that electrification won't drive AMG's loyal customer base away from the brand, adding that “When it comes to electric driving, I’m sure our customers will embrace the latest and greatest technology available.”

AMG's engines are one of the brand's main selling points

Claiming that people don’t choose an AMG-tuned Mercedes-Benz over its standard version because of its engine seems inaccurate. Dealership websites emphasize that the distinctive AMG engines are the primary feature that differentiates AMG models from the rest. Even the official AMG history page on the MB website talks at length about the historical development of AMG's engines, In 1986, especially the 5.0-liter V8 used in the E-class coupe that received worldwide fame as “The Hammer”.

The numbers also hint at customers' passion for AMG lying within their engines. According to an article from mid-2023 , German demand for the 4-cylinder Mercedes-AMG C63 was near zero when compared to the cheaper and more powerful BMW M3 Competition xDrive.

Personalized engine builders would also be affected by a switch to EVs

Another casualty of a full-scale transition to electrification would be AMG's "one man, one engine" philosophy. Each AMG engine is hand-assembled by a single engineer, making each one feel special and giving customers a sort of personal connection to the person who gave life to their beloved machine.

Electric motors don't benefit from that same level of craftsmanship, taking away one of the reasons that enthusiasts hold their internal combustion engines so dear. It's the same logic for horologists, or watch enthusiasts, preferring mechanical watches like those from Rolex or Audemars Piguet over digital or smartwatches.

Mate Rimac, founder of the eponymous electric hypercar company Rimac and recent owner of Bugatti, made the same comparison. He said in an interview that “Ultra-millionaires don’t want electric sports cars; they prefer classic mechanics.”

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An electrified AMG wouldn't be the best move

Electrifying a storied brand like AMG could not only drive loyal customers away but it would also eliminate decades of tradition. Introducing electrification in the way that the G 550 did with its 48-volt integrated starter generator is arguably the way to go. It adds the benefits of electric power without removing the V8. We can only hope that is the avenue that AMG will pursue.