Making Tech Headlines · Page 4
AMG Gives Its Four-Door Coupe Three Motors and Lets the Noise Budget Rest
· New York time
A first drive of the Mercedes-AMG GT four-door coupe finds the brand's performance character alive in an electric car powered by three axial flux motors. The result brings a familiar luxury performance name into a format that does not depend on a large combustion engine for its identity. The shift presents an interesting sales challenge. AMG has long been associated with powerful cars and theatrical engines. An electric version can make its case through the way it drives rather than relying on the sound people have learned to associate with the badge. Three motors also give the technical specification its own form of spectacle. The four-door layout adds another contrast. A car can offer performance and still make room for passengers, which is useful for a buyer who wants the excitement without abandoning the practical case for the purchase. The more sensible the body style looks, the harder the engineering has to work to assure everyone that this is still the expensive fun one. Electric performance is not a guarantee that every enthusiast will prefer the new experience. It does give the company a fresh way to argue that its identity can survive a change in power source. The neighbors may hear less of that argument, but the brochure can always print it in larger type.
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