Finery and Features

2008 Mercedes-Benz C63 AMG
Inside, the C63 AMG features a disappointing amount of hard plastic surfaces.

The C63 is the most affordable AMG model, so perhaps it's no surprise that the interior is very much everyday C-Class--including a disappointing amount of hard, industrial-looking plastic. But this is also the costliest C, so there are some nifty touches. The most notable are a racy flat-bottom steering-wheel with suede handgrips; heavily bolstered, multi-adjustable sport front seats; a rear bench seat contoured for two instead of three passengers; AMG gauges; a driving-data display with a "racetimer"; and real metal accents for the console and doors. Also included are a power sunroof, front-seat heating, split-fold rear seats, dual-zone automatic climate control, satellite radio, and Mercedes' COMAND infotainment controller. COMAND is much easier to use than it once was, operated via a small console dial and dashboard readouts, but it still complicates simple adjustments like setting radio stations. At least it's completely divorced from the climate controls, which are simple enough, if rather low.

You pay extra for rather mundane features like metallic paint ($710) and a CD changer ($450). Mercedes' useful TeleAid communications link adds $450, while a $1080 splurge nets a Premium 2 package comprising bi-xenon headlamps, heated headlamp washers, and a power rear-window shade. For $2,950 you can add AMG Nappa Leather upholstery on the seats and door panels, with dual front-seat memory as a bonus. Another $2,950 buys a multimedia package that delivers the CD changer, Harman-Kardon Logic 7 audio, and a voice-controlled navigation system with seven-inch power-retracting dashboard screen. Coming for 2009 is a $3,900 "AMG Performance Package" that bundles a "performance" steering wheel (whatever that is) with a limited-slip differential, a "performance" suspension (likely stiffer than the stock setup), and a "compound brake system," also yet to be described but perhaps involving carbon-ceramic discs to replace conventional steel rotors.

Muscle and Marketing

Muscle machines are typically extra-profitable. That's why we keep getting thirsty new tire-smokers regardless of whatever social conscience an automaker may claim. AMG is a case in point. Not only has it become an image-boosting sub-brand for Mercedes-Benz, it attracts customers with over twice the household income of regular-Benz buyers: a staggering $348,854 a year. As you might expect, AMG ownership skews more heavily toward men (by 86 to 50 percent), but there's little difference in age (low 50s for both groups) or education (71-72 percent).

But forget elite demographics. The C63 is keenly priced for a limited-edition high-performance sports sedan and may be the best-value AMG ever. Mercedes says the 1995 C36, which sold new from $49,800, would cost $70,930 today's money, a whopping $17,130 more than the faster, better-equipped '08. We're not sure how Mercedes managed this--the company isn't exactly known for high value--but we're impressed. BMW, by comparison, also charges a base of $53,800 for its less-potent M3 sedan, while the Audi RS4 starts at $66,910, albeit with all-wheel drive. The Lexus IS-F costs a little less than the Germans with its $56K floor.