Yes, it read it right and it’s happening. Premium automaker Mercedes-Benz will be introducing a midsize pickup truck by year 2020. Making it the first to spearhead the luxury pickup truck segment in the world.
Mercedes-Benz wishes to enter the high-volume midsize pickup segment “before end of decade” (could be as early as 2017) and believes it has got good sales potential.
“The Mercedes-Benz pickup will contribute nicely to our global growth targets,” says Dr. Dieter Zetsche, Chairman of the Board of Management Daimler AG and Head of Mercedes-Benz Cars Division. “We will enter this segment with our distinctive brand identity and all of the vehicle attributes that are typical of the brand with regard to safety, comfort, powertrains, and value.”
The German automaker’s first premium pickup truck will be a one-tonne midsize double cab and will be developed under Mercedes-Benz Vans division. The same department that rolls out V-Class MPVs and Vito vans.
Mercedes-Benz’s decision is based on the undergoing transformation of midsize pickup segment worldwide, as pickup trucks are popular among individuals for private use. Not limited to commercial usages only. Following the footstep of the M-Class, Mercedes-Benz will be the first to dive into premium pickup segment, which proves to be successful 20 years ago with its first SUV.
I know you guys (in Asia) are all excited and looking forward to own a rugged yet luxurious three-pointed star pickup truck. However, you can’t. At least not yet. Mercedes-Benz announced that as of now it will only be introduced in Latin America, South Africa, Australia and Europe, which are posting sustained growth in this segment. I’m sure Asian market will follow soon.