MERCEDES-BENZ is planning to launch what many will consider the ultimate pick-up by 2020.
After steadily diversifying its range of cars and creating immensely able all-wheel-drive off-roaders, the German brand is now planning to branch out with a pick-up.
That leaves BMW to consider how it responds, if indeed it can or must just watch its German rivals pick off lucrative sales
When it hits the market before the end of this decade it will be the first pick-up from a premium manufacturer. It’s unlikely to be the last.
No doubt rivals at Audi, BMW and Jaguar will be looking at the impact of the three-pointed star on luxury leisure orientated country set.
With its immense group knowledge accrued through Volkswagen pick-ups don’t be surprised if Audi moves into this new sector. And it only requires a little tweaking for the next generation Defender to come with a sporting set up and a Jaguar badge.
That leaves BMW to consider how it responds, if indeed it can or must just watch its German rivals pick off lucrative sales.
Mercedes-Benz has been considering their new venture for some time and noted the all-round utility and payload of around one metric ton pickups are popular across the world and thus have 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.” Volker Mornhinweg, Head of Mercedes-Benz Vans, who will build it, added, “As part of our ‘Mercedes-Benz Vans goes global’ strategy, the pickup is the ideal vehicle for the international expansion of our product range with a newly developed model.”
The new Mercedes-Benz pickup will initially be targeted at markets in Latin America, South Africa, Australia, and Europe, all of which are posting sustained growth in this segment.