Buzz about a pickup truck from Mercedes-Benz for the American market began earlier this year, and while it’s still mostly speculation, Mercedes-Benz U.S. CEO Dietmar Exler claims it’s at least on the drawing board. One thing is for sure; Mercedes-Benz has a long history of producing the best luxury vehicles in any segment of the market they’re dipped their feet into and would undoubtedly continue that tradition should they enter the competitive U.S. pickup market.
What a Mercedes-Benz Pikcup Would Be Like
So, what would a pickup by a luxury German automaker look like? Count on Mercedes-Benz to make sure there are plenty of luxury features and that it drives like a dream, regardless of whether there’s an uber-practical pickup bed in the back or not. Should the project go forward, we should be able to get a better look at next fall’s Paris auto show.
But would a luxury pickup sell in the American market? After all, historically pickups and luxury vehicles have been markets with very little in common, either in vehicle dynamics or in the drivers to whom they’re marketed. The reality, though, is that is changing. Even a cursory look at the pickup trucks that are selling today in the American market will tell you that more and more truck buyers are opting for as many of the luxury features as they can get their hands on. All of the major pickup truck manufacturers offer trims with the kind of luxury features you’d expect on a Mercedes-Benz. While chances are that Mercedes-Benz would up the ante and deliver a luxury truck that takes the ‘luxury’ aspect to a whole new level, every indication is that there would be a market for such a truck in the United States these days.
Those who still have doubts would do well to remember that the idea of a luxury SUV was still an oddity not long ago, yet today’s luxury SUV market is one of the fastest growing in the industry – and it’s a market in which Mercedes-Benz is well-represented.
Mercedes-Benz is Currently in Discussions with American Dealers
At this point, the pickup by Mercedes-Benz is not a sure thing, but it has been confirmed that discussions are being had with dealers in the US to sound out the potential market for a pickup truck. Competition will prove to be stiff in a base-model market, but in the luxury truck market, things are very different. American truck buyers have been showing an increased taste for luxury features for years – a trend that’s only likely to increase.
Current plans for the Mercedes-Benz pickup call for a joint venture with Nissan. The proposed truck would be based largely on the Nissan Navara and would be built in Argentina and Spain, largely to facilitate also marketing the pickup in the Middle East, Europe, Africa and South America.