The long-rumored Mercedes-Benz pickup is one step away from reality, but its fate in the United States remains undecided.
As the midsize truck market explodes around the world, luxury carmakers are wanting a piece of the ever-expanding pie. It’s a logical transition as traditional midsize trucks such as the GMC Canyon and full-size trucks like the F-150 Lariat have become essentially luxury trucks in workhorse clothing.
A luxury-branded truck makes sense, and the Mercedes-Benz X-Class will be the next to hit showrooms around the world. The question is will, and should, Mercedes bring it to the States?
The German automaker has unveiled two pickup concepts, the SUV-like Stylish Explorer and the Powerful Adventurer, a more traditional-looking pickup truck. Both are based on the Nissan Navara and will be built in Nissan’s Spain factory. It’s not clear which concept will make it to market or if the new truck will be a combination of both.
Automotive News said,
The automaker believes midsize pickups are becoming increasingly attractive for private use in additional to their reputation as commercial workhorses. Double cabs that seat up to five have emerged as the dominant body style.
The X class will compete in a global market of 2 million units that Mercedes believes is set to grow by nearly 40 percent by 2025.
Mercedes hopes to target outdoor enthusiasts and families with active lifestyles who also are partial to high-end products. Contractors, architects, and service providers are also on Mercedes’s list of potential buyers, though I don’t foresee many plumbers jumping on board this train.
Luxury trucks in the United States don’t have a strong history of success. Lincoln has tried (a couple of times) and Cadillac sold the Escalade EXT in America for ten years before discontinuing it. Today, the Ford Lariat, GMC Denali, and Ram Laramie trims satisfy the luxury needs of truck buyers.
Mercedes-Benz will join that list if it decides there’s demand here.
Would you like to see the Mercedes-Benz X-Class sold in the United States?