What's Going On With AMG? Futuristic Sporty Mercedes Models are Coming
This much is clear: AMG makes fast cars. But what kind of fast? Is it musclebound bruisers like the G63? Luxurious tourers like the SL-Class roadster and GT hardtop? Or eco-chic hybrids like the measurably rapid yet socially maligned C63?
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According to AMG CEO Michael Schiebe, the answer is: Yes—and soon, more.
As AMG-branded F1 cars raced by at the Miami Grand Prix, we sat down with Schiebe to learn what AMG is all about these days, and what to expect from Mercedes-Benz' legendary performance division.
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Michael Schiebe, right, with 2024 season Mercedes-AMG Petronas F1 team drivers Lewis Hamilton and George Russell.
Committed to Combustion and Electric Power
Schiebe is a busy guy. Not only is he in charge of AMG, but Maybach and the G-Class programs, as well, those being the three iconic pillars outside of Mercedes' typical passenger car business that aren't vans.
Having assumed the role in 2023, Schiebe told us how many results of his leadership are yet to be seen, saying, 'Before I took over, Mercedes had already initiated a tremendous change program within AMG. It had been decided that AMG would stay on the combustion engine side, but in parallel go all in on the electric side—AMG will create our first high-performance EV. I would say I just accelerated that process.'
Things have changed since we last spoke with Schiebe. When asked how AMG would position and distinguish its forthcoming EVs from its revered combustion cars, Schiebe downplayed the need. 'There won't be such a difference between them, because all these cars need to be an AMG first and then an ICE or EV second. When you buy an AMG, you buy the performance, the emotion.'
Still, Schiebe knows that AMG EVs' performance must not be one-dimensional. 'Some of our customers go, for example, with their car on the weekend to the famous Nordschleife. They want to have a track-proved high-performance car. That will be true of our electric cars, too.'
The AMG.EA Platform
Following the Vision AMG high-performance EV concept's debut, details of the forthcoming AMG.EA all-electric vehicle platform have begun to come to light. Schiebe provided more, saying, 'Most electric cars have great acceleration, so that's not a differentiator. Some EVs lose steam if you repeat that several times. Our cars need to be capable on a racetrack, where it's constant acceleration and braking. We took our time to make sure that AMG.EA cars will provide continuous performance.'
The first vehicles to be built on the AMG.EA platform will be a four-door fastback akin to the aging AMG GT, and a full-size SUV.
Fast charging and thermal management are key to this track potential. Schiebe implied that the direct cooling approach for high-voltage batteries in AMG E-Performance hybrids will inform strategies for the AMG-specific battery to be built into the AMG.EA platform. Compact and power-dense axial flux motors are confirmed, to be provided by Yasa Ltd., a British company acquired by Mercedes-Benz in 2021.
Learning From C63
AMG has much to prove with AMG.EA, given how its current EVs so far don't do much well beyond go very quickly in a straight line. Meanwhile, its hybrids have earned inconsistent acclaim; hybridization suits the V-8-based S63's hyper-limo character but takes too much priority to satisfy the I-4-equipped C63's rowdy brief.
Addressing the C63's tepid reception, Schiebe concedes, 'We probably could have better explained the technology to our customers. There are pure V-8 fans, and it's hard to convince them of this four-cylinder hybrid technology.'
In a seemingly coded admission that going this route for C63 isn't working and that change is coming, Schiebe said, 'It's my job to do a constant review of our portfolio. I'm pretty confident that we will fulfill our customers' dreams in the next two to three years,' although he refused to speculate on which model AMG will bring the 'right' powertrain to.
Future Exclusive AMG Models
Zooming out from any specific model, AMG has taken and will continue to take a focal role at Mercedes-Benz, where future AMG models may share less and less with its parent company's cars.
According to Schiebe, 'Customers love the distinctive AMG look and the differentiation it brings. Our future cars will be more expressive in that dimension. If you look into the future, I would say you can expect cars that will be more visually differentiated—AMG will be doubling down on design; our design language will be more expressive.'
He continued, 'In the next two to three years, you can expect the biggest portfolio rollout of AMG cars in decades. This is why my team is under high pressure, because we have so many cars in the pipeline. In the coming years, we will just launch one after another, both on the electric side, but also on the combustion side.'
Schiebe stated that 'brand shapers' will highlight those endeavors, at least one of which will likely be based on the forthcoming AMG.EA platform. However, Schiebe says AMG 'will invest further into small-volume special series cars that meet very specific customer demands.'
Noting the gulf in price and performance between the AMG One hypercar and hardcore yet mass-production-based AMG GT Black Series, Schiebe reiterated his position that 'there is more space for small production cars' within the AMG portfolio.
How those will shape up remains to be seen, but under Schiebe's direction, AMG will offer more cars, coupes, and crossovers with gas, hybrid, and electric powertrains—all built for speed and performance—than it ever has before.
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