The AMG C63 was launched in Germany in June 2023 with an initial price of €114,887 for the sedan. By September 2024, this price had risen to €115,174. However, due to Mercedes' new transparent pricing strategy in its home market, the actual cost is now significantly lower. You can now purchase it for €105,960, which is roughly equivalent to the BMW M3 Competition xDrive (€105,300).

It's common for car manufacturers to advertise a high price and then offer substantial discounts. Mercedes is employing this tactic following its switch to the agency retail model in Germany. The company no longer provides price lists on its website, as it now dynamically adjusts prices in the configurator. Customers can no longer negotiate the final price with dealers; Mercedes sets the price, and that's final.

Mercedes is now selling cars directly to customers, theoretically eliminating concerns about whether a better deal could be obtained from a dealer. The physical dealership remains involved in finalizing the transaction and earns a fixed fee for each vehicle sold. The luxury brand discontinued its usual PDF price lists at the end of July and will frequently adjust prices and discounts on its website.

Currently, the AMG C63 Sedan is discounted by €9,214, which is approximately $10,220 at current exchange rates. The discount is even more significant for the AMG C43 Sedan, which now costs €74,136, a reduction of €10,110 ($11,213). Several C63s in stock have substantial discounts, bringing the asking price down to M3 xDrive levels. However, this is before considering any incentives from BMW dealers, as BMW has not yet switched to the agency model.

Mercedes has not yet released sales figures for the AMG C63 in its domestic market, but there have been numerous unconfirmed reports suggesting the car is not selling well. The company has defended its decision to switch from a V-8 engine to a plug-in hybrid four-cylinder. In an interview with Top Gear magazine, AMG CEO Michael Schiebe stated, "We aim to be very progressive in terms of technology. We are convinced of the hybridization concept and will continue with the four-cylinder engine."

Mercedes recently confirmed plans to launch new AMGs with eight-cylinder engines, with rumors suggesting the CLE63 will be the first. Meanwhile, it's easy to see why enthusiasts might prefer the M3 over the C63. The M3 has a larger combustion engine and lacks electric components, making it lighter. The European version of the BMW sports sedan weighs 3,924 pounds in Competition xDrive trim, nearly 850 lbs lighter than the AMG. The M3 also offers cheaper rear-wheel-drive configurations, including a base model with a manual gearbox.

In the United States, an AMG C63 starts at $85,050, making it $1,425 more affordable than the M3 Competition xDrive. However, a base M3 with a manual gearbox is even cheaper, at $77,175.