Claiming Nürburgring Nordschleife lap records has become a priority for carmakers’ marketing departments.
Everyone is scrambling to find a niche that hasn’t been occupied by rivals and gain the much-coveted title of “the fastest [insert niche name here] on the Nürburgring Nordschleife.”
But sometimes marketing people get entangled in their own web of… specific terms.
Take Mercedes-AMG, for example. One thing they don’t like is people calling the AMG GT 4-Door Coupé a sedan. Leaving aside the fact that the car is technically a five-door liftback, Mercedes needed to find a category that would allow the AMG GT 63 S 4Matic+ to claim Nürburgring honors.
What did Stuttgart’s marketing wizards come up with? Brace yourselves: “the fastest fully-fledged four-seater production car.”
Notice that Mercedes avoided using the term “four-door sedan,” because of marketing incompatibilities (and probably the quicker Jaguar XE SV Project 8). However, the carmaker also avoided using the term “four-door coupé,” which is rather curious.
Just to be on the safe side, Mercedes has proclaimed the AMG GT 63 S 4Matic+ as “the fastest fully-fledged four-seater production car to ever conquer the legendary Nürburgring Nordschleife.”
Why “fully-fledged,” then? Probably as a snub to Jaguar, whose XE SV Project 8 is a limited-run special with a production of 300 units. In contrast, the Mercedes-AMG GT 4-Door is only limited by market demand.
None of this marketing silliness changes the fact that the AMG GT 63 S is a remarkable machine. After all, it lapped the ‘Ring in 7 minutes and 25.41 seconds in the hands of development engineer Demian Schaffert.
That makes it slightly quicker than the Mercedes-AMG SLS Black Series (7:25.67) and almost as fast as the Ferrari Enzo (7:25.21) and Lamborghini Aventador LP 700-4 (7:25). Not enough to beat the Jaguar XE SV Project 8 (7:21.23), though. Watch the Merc’s full onboard lap below.