As BMW enthusiasts, we tend to have a well-refined idea of what makes a good sports sedan. Balance, handling, power, and refinement are typical expected characteristics of a good car. This you may believe to be self-evident and consistent among the same well heeled demographic for whom a $56,000 sticker isn’t out of reach. You would be wrong.
I recently attended an “AMG Performance Tour,” an event not too dissimilar from BMW’s Ultimate Drive. BMW has been a long time partner with the Susan G. Komen Breast Cancer Foundation, where for the past 12 years BMW has conducted driving tours of the country whereby BMW has raised over $12 million for research. These Ultimate Drives provide participants the opportunity to drive a broad array of BMW’s model line; one must simply register at BMWUSA.com and arrive at the appropriate time and place.
The BMW drives are well run events where the registered and their guests are permitted to take unchaperoned drives in the neighborhoods in which they’re held. Historically there have been air-conditioned hospitality tents with lounge areas and concessions. These tents also contain a fair bit of marketing material and displays similar to that found at your local auto-show. In sum the events provide an opportunity for the driver to experience many of the models on offer, in my recent experience I’ve driven a 650i, a Z4si, a 328i, and a 550i. BMW in turn raises some money for a good cause and enhances its brand.
The AMG Performance Tour was similar in execution even if it departed in some significant ways. There was no charitable association to balance the presentation from something other than a cold marketing opportunity. The hospitality tent and marketing materials were very similar departing only by requiring attendees endure a short marketing presentation from a Mercedes representative. We arrived in the morning so we enjoyed some coffee and pastry while listening to propaganda designed to ensure that AMG brand values were aligned with mine.
Once the presentation concluded we were permitted to leave stage right where outside a C63 was mounted on a rolling-road. This was to permit the driver to feel full-throttle acceleration and “compete” for 0-60 times. Quite how this is of any relevance given the C63’s auto-box is beyond me. But it seemed popular, the sound of the 6.2 liter AMG motor running to redline was pervasive and in the end quite irritating.
A further departure from the BMW event was the corral the punters were expected to endure. Mercedes brought representatives from nearly the complete “63” AMG range for review; two C63’s, an ML63, CL63, E63, and a SL63. The cars were positioned at the end of roped aisles beneath placards that indicated which car you were in line for. One simply waited standing in line until your turn arrived. Not bad in theory until you realize you’re fifth in line and the average drive is ten minutes.
BMW’s approach is quite different, and substantially better. You sign up for a slot with a BMW representative and wait in the hospitality tent until your turn is called. This allows you to interact with the displays and relax, providing ample opportunity for you to learn more about the brand rather than remain in line under the hot summer sun. Despite having arrived at open, I and my companion drove only two cars each due to the cueing procedure. We certainly would have stayed and enjoyed the entire range if AMG had employed BMW’s approach.
The AMG model I came to experience in particular was the C63. Having some good wheel time in a M3 sedan I was interested in experiencing Mercedes take. Unfortunately, rather than providing a route and dispatching drivers to enjoy themselves, as BMW does, Mercedes employed chaperones to ride shotgun and police your behavior. So there was no disabling traction control or futzing with the adjustable suspension, severely limiting your ability to truly gauge the cars performance. And the minders were firm in their disapproval of opening the throttle too much. Perhaps the rolling-road wasn’t such a bad idea after all.
With everything set to comfort it’s difficult to comprehensively compare the C63 to the M3, but I’ll try. Say what you will of the aesthetics, I think it’s a bit overdone and with a whiff of a gold-chained hairy-chest wig. There are too many aggressive vents and lines and the chrome feels tedious. However, the engine is fantastic with good power and seemingly miles of torque. It really highlights the only niggling criticism of the M3’s powerplant, that it needs to be stoked to really come alive. The M3 feels a bit humble when you’re not spinning at 8000 rpm, but is a bonkers engine really what you want day to day? I believe it’d wear a bit. Definitively it can be said, the C63, without the chassis to back up the motor, is no M3. The balance and control just isn’t there. The C63 is simply too shouty without enough substance.
At the end of the day, I’d say the AMG event was a relatively well conceived event, if missing the mark on execution. It was clearly designed to highlight the history and pedigree of the AMG brand. But the actual experience provided left much to be desired. Moreover, the morning marketing presentation and the cars themselves spoke volumes for what Mercedes believes is its target audience. I have to say, this BMW enthusiast saw little to sway me from my current loyalties.
Nice write up. I too have done the BMW cancer event. I love that fact that you drive with yourself or whomever you came with.
