Entry-level Merc-AMG C 63 still a chance

The chances of the ‘entry-level’ 350kW version of the new W205 Mercedes-AMG C 63 coming to Australia may not be completely dead and buried yet – at least if  AMG boss Tobias Moers has anything to do with it.

As reported yesterday here, Mercedes-Benz Australia/Pacific has elected to import only the higher specified C63 S, which pumps out 375kW and 700Nm and includes such trickery as active engine mounts and an electronically controlled differential — as well as an extra 25kW and 50Nm.

The local Benz distributor has also made the same call on its AMG GT Coupe line-up — which shares its 4.0-litre Biturbo V8 with the C 63 – and will only take the S version, a decision that was only finally made one week ago.

Both C 63 S and GT S will launch in Australia shortly after mid-year.

The debate within Mercedes-Benz A/P about its C 63 line-up has been covered several times over the last few months by motoring.com.au, with the Australian AMG buyers' preference for top-spec models eventually prompting it to go with the S alone.

Moers was obviously surprised by the decision when told by Australian journalists at the launch of the C 63 in Portugal yesterday and made it clear he would like the 350kW version to come here, acknowledging its added sales volume potential — before trying to back away from the subject.

“For sure …we’ll discuss that… there is always an opportunity,” he said. “Anyway, that’s off topic.”

To say the new W205 C 63 is critical for AMG is an understatement. Its 6.2-litre naturally-aspirated predecessor launched in 2008 and went on to sell more than 40,000 examples, easily the highest selling model in the Benz hot-shop’s history.

And Moers makes it clear the expectation is that the new car will attract even more buyers.

“This is our target,” he confirmed.

If Moers does lobby successfully for the standard C 63, then there is plenty of pricing room in the range where it could slot in. The C 63 S sedan is pitched at $154,900, but then the C-Class range drops into the $70,000 bracket for the mainstream four-cylinder models.

Even when the twin-turbo V6-powered C 450 AMG Sport 4MATIC arrives next year at about $110,000, there will still be a substantial gap.

It’s worth remembering the original 336kW W204 C 63 AMG was priced at $139,500 when it first launched in Australia…

In Australia, the W204 C 63 has accounted for 3500 of the little over 10,000 AMGs sold here, with a record 750 sedans, estates and coupes sold in any one year. M-B A/P is confident both records can be beaten by the W205, although with the order books only just officially opened it’s not willing to make hard and fast forecast.

However, spokesman Jerry Stamoulis was willing to explain the local thinking on bringing in only the C 63 S.

“We have been contemplating this for some time about bringing the standard car,” he explained. “But by doing this it reduces complexity, makes it easier for us to be more competitive on price and on spec and that was our priority.”

He cited Benz’s experience with C 63 in the past, where buyers were consistently willing to spend more to get higher powered and equipped versions, such as the 2009 Performance Pack.

“It comes down to looking at what we have done historically with C 63. When we launched Performance Pack, 80 per cent of our volume in a full year was Performance Pack. So considering the volume that we can bring in … we don’t want to be disappointing customers.”

He said the reasons for going only with the GT S were the same as the C 63 S, but admitted the decision had only just been made not to bring the 340kW GT.

“We were entertaining it right up until a week ago … but again we didn’t bring in the GT because we know those types of customers want the GT S.”