Mercedes-Benz has surprised the commercial market with the news that it is to launch a pickup.
Described as the first such vehicle to be offered by a premium brand, the newcomer will go on sale before the end of the decade.
According to Mercedes-Benz the pickup market is a promising segment to enter. “Thanks to their versatility, all-round utility, and payload of around one metric ton, pickups are popular across the world and thus have good sales potential,” a statement says, adding that Latin America, South Africa, Australia and Europe will be the prime target markets.
Mercedes-Benz chairman Dieter Zetsche believes the pickup will contribute significantly to the brand’s global growth targets. “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,” he says.
No specific details of the new vehicle have been revealed beyond the artist’s impression shown above. It will join the Mercedes-Benz Vans division that currently offers such successful models as the V-Class and the Vito.
According to Mercedes-Benz Vans head Volker Mornhinweg the brand can answer the needs of customers looking for a vehicle that offers a high level of utility and at the same time has the comfort, safety, and design of a Mercedes-Benz passenger car.
“We will design our brand’s first pickup according to this recipe for success,” Mornhinweg says.
