In an unexpected plot twist, Mercedes-Benz is considering launching a brand new pickup line here in the U.S. Divisional head Volker Mornhinweg is currently looking closely at the growing demand for midsize pickups to see if launching the X class would even be a worthy investment.
Note, the company's first pickup, a Nissan-based model, is set to sell in South America and Europe, but up until recently the American market was out of the question. Traditionally, Americans prefer full-sized vehicles, but there's been a recent shift that has people like Mornhinweg daydreaming of dollar signs.
He explained his process at a news conference on Friday:
"In the past year the midsized truck market has come back a bit. General Motors is launching a midsized truck. We are watching developments very closely, and we will take a decision at the appropriate time."
Follow The Leaders
And he's not wrong. American sales of midsize pickup trucks rose by 26% in 2016. Considering the increase as a sign of a revolutionary, stable market, General Motors has introduced a midsize. And they're not the only ones: Toyota Motor Corp. And Honda Motor Co. have also followed suit.
To not be outshined, Ford is planning to revive the Ranger at some point as well.
If this seems out of character for Mercedes, consider Lincoln and Cadillac. Both luxury brands sell pickups in the American automotive market. They've been doing this since the 1990's.
A Receptive American Market?
And surely Mercedes would have a market to sell to. If you so much as Google "Mercedes X class pickup," the most popular search will be price. And the UK market isn't waiting around for the truck to even be unveiled, or teased in any way. It's in such demand that deposits are being made.
Whether or not the American market would be as receptive remains to be seen, but Mercedes is already planning things out—while thinking. It's been speculated that the truck's main plant in Argentina won't meet demand, so they're considering a U.S. facility.
The Competition
Let's not forget, however, that the U.S. full-size pickup truck market is massive, selling nearly 60,000 examples of the F-150 just last month. That's one truck, ladies and gentlemen. One model's sales in one month.
Midsize pickup truck sales tend to average between 5,000 and 15,000 units per month. That's pocket change compared to their full-size counterparts. If Mercedes-Benz really does launch the X class, not only will it be a gamble, it will probably be one of the most testing trials Volker Mornhinweg has ever faced.
Thoughts?
What do you think about midsize pickup trucks? Would you be interested in purchasing a Mercedes-Benz model for yourself? Do you think the company should push forward with their idea?
Tell us what you think below!
