The AMG C63 was launched in Germany in June 2023 with an initial price of €114,887 for the sedan variant. By September 2024, this price had risen to €115,174. However, in reality, the car is now significantly more affordable due to Mercedes' adoption of a more transparent pricing approach in its home market. It can now be purchased for €105,960, placing it in the same price bracket as the BMW M3 Competition xDrive, which is priced at €105,300.
It's not uncommon for automakers to advertise a high price only to entice customers with substantial discounts. Mercedes is employing this tactic following its shift to the agency retail model in Germany. The company no longer publishes fixed price lists on its website, as it now dynamically adjusts prices through its 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 the process, finalizing the transaction and earning a fixed fee for each vehicle sold. The luxury brand discontinued the traditional PDF price lists at the end of July and will frequently adjust prices and discounts on its website moving forward.
Currently, the AMG C63 Sedan is available with a discount of €9,214, equivalent to approximately $10,220 at current exchange rates. The discount is even more substantial for the AMG C43 Sedan, which now costs €74,136, a reduction of €10,110 ($11,213). Several C63 models are in stock with significant discounts applied, bringing the asking price down to M3 xDrive levels. However, this is before considering any incentives offered by BMW dealers, as BMW has not yet adopted 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 that the car is not selling as well as expected. The company has defended its decision to replace the V-8 engine with a plug-in hybrid four-cylinder. In an interview with Top Gear magazine, AMG CEO Michael Schiebe stated, "We aim to be highly progressive in terms of technology. We are fully committed to the hybridization concept, and we will continue with the four-cylinder engine."
Mercedes recently confirmed plans to introduce new AMG models with eight-cylinder engines, with rumors suggesting the CLE63 will be the first. Meanwhile, it's clear why enthusiasts might prefer the M3 over the C63. The M3 not only features a larger combustion engine but also lacks the electric components, making it significantly 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 is also available in cheaper rear-wheel-drive configurations, including a base model with a manual gearbox.
In the United States, the AMG C63 starts at $85,050, making it $1,425 more affordable than the M3 Competition xDrive. However, the base M3 with a manual transmission is even cheaper, priced at $77,175.
