AMG's CEO Has A Plan To Get People Excited About EVs: 'You Need To Drive It'
Motor1 sat down with Mercedes-AMG CEO Michael Schiebe, who thinks he's cracked the code on selling electric performance cars.
Photo by:
Jeff Perez / Motor1
Zander Sutton
By:
Zander Sutton
May 21, at 9:00am ET
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THE BREAKDOWN
- AMG CEO Michael Schiebe said the brand 'learned from others' mistakes.'
- Getting people in the new GT 4-Door for test drives is a priority.
- The reception to the car has so far been positive.
Mercedes-AMG is known for big, extravagant engines, loud noises, and a general sense of extremism that few other marques can replicate. But, with the launch of the latest-generation AMG GT 4-Door, the super sedan trades its engines for a battery.
Historically, AMG models with smaller engines—or no engines at all—have not done well for AMG, especially in large markets like North America. The controversy surrounding the four-cylinder C63 still haunts the brand, while dedicated EV models like the EQE AMG haven't sold in huge numbers.
So with the new GT 4-Door now unveiled, we sat down with AMG CEO Michael Schiebe to ask what the game plan was for selling an all-new electric AMG model. Thankfully, he seems to know what to do this time.
'We would have been stupid if we did not observe the market over the last couple of years, right? So we know what our competitors did. We know what worked out, what didn't work out.'
Mercedes-AMG GT 4-Door
Photo by: Mercedes-AMGThe performance EV market is a relatively small one. In the United States, at least, it consists of cars like the Hyundai Ioniq 5 N and more premium options like the Audi E-Tron RS GT, both of which have seen low sales figures. Even AMG has had issues selling electric performance cars with the aforementioned EQE AMG. But that model's (relative) failure hasn't deterred Shiebe:
'First of all, the product needs to be right. I think, I'm pretty convinced, maybe I'm not very neutral on that, but the EV is going to be a whole new level of electric driving in a performance segment.'
The upcoming AMG GT 4-Door features an entirely new battery setup for AMG. The battery features smaller cells with better cooling technology, leading to more power and improved range. The top-trim GT63 model makes up to 1,153 horsepower and gets from 0-60 miles per hour in just 2-seconds.
Even as an EV, those numbers are nothing to scoff at. Schiebe knows that the best way to get people to experience that kind of power is to simply put them behind the wheel.
'We will offer a very wide range of [dealer] training. Then we need to offer a lot of test drives, because with this car, you need to have the possibility to feel it. So we will have to get the customers behind the steering wheel because you need to experience it.'
Mercedes-AMG CEO Michael Schiebe
Photo by: Mercedes-BenzTypical AMG buyers have historically preferred larger V8 models like the outgoing GT63 4-Door, as well as performance SUVs like the G63. Getting them behind the wheel of the car, as well as making sure dealer staff know what this car is capable of, is a key element to making sure the GT 4-Door succeeds—not just in America, but in other markets as well.
Even Schiebe himself knows how cars like the GT 4-Door are perceived by typical enthusiast buyers.
'I know there are a lot of assumptions in the market about you know, EVs might not be emotional, but please believe me, you need to drive it.'
But seemingly, the reception has been so far so good.
'All the people that we got behind the steering wheel so far were deeply impressed by how real everything feels.'
Photo by: Mercedes-AMG
Scheibe knows that it’s a process to introduce and warm buyers up to an electric performance car, especially one coming from a brand with so much heritage. After all, Mercedes-AMG has been fiddling with electric cars for quite some time now, harking back to the SLS-AMG Electric from the mid-2010s.
But, as EV adoption rates in some parts of the world start to stall out, sometimes it's about making sure people know how good the car is, regardless of the drivetrain.
What do you think? View Comments'It's so important, if you have such a great product, you need to tell the world that you have such a great product.'
The AMG GT 4-Door is expected to hit dealer lots in late 2026.
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Source: Mercedes-AMG
Motor1's Take: Electric performance cars are a hard sell, especially when factors like increased weight and price are at stake. But as battery technology increases and batteries become lighter, the market could open up. However, the biggest juggernaut is still getting people on board with the concept of an enthusiast car without an engine rumble.
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