According to Britain's Auto Express, AMG product boss Tobias Moers may have revealed that a bi-turbo 4.0 litre V8 will power the next C 63, which will be based on the new C-Class uncovered in December.
Details of the new engine have not been revealed, although a quote from Moers at this week's Detroit Auto Show offers a key hint.
“You are now familiar with our 2.0-liter four-cylinder engine? Well you can imagine what happens when you put two of those together,” Moers told Auto Express.
In its current form, the C 63 range is powered by a 6.2 litre V8 (often described as a 6.3 litre unit), while other models in the AMG family feature 6.0 V12, 5.5 V8, and 2.0 litre four-cylinder engines.
The C 63 would not be the first AMG model to keep its earlier designation while downsizing its powerplant, with the current SL 63, S 63 and E 63 all powered by the newer 5.5 litre turbocharged V8.
According to US magazine Car & Driver, insiders at AMG have described the C 63 moniker as simply being "too valuable" to drop.
That's marketing for you.
Watch for more news on the new C AMG model to surface in the coming weeks and months.