New Mercedes Pickup Targets ‘Midsize’ Segment

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November 14, 2017 by   Leave a Comment

Daimler hopes the new Mercedes-Benz X class will be a game-changer for its light commercial vehicles division, giving the business a more diversified sales footprint by entering the booming global segment of midsize pickups.

As reported by Automotive News, Mercedes-Benz Vans boss Volker Mornhinweg said pickups are moving upmarket, just like SUVs have done. “SUVs are elegant lifestyle products with a high-quality finish to them. Not every customer takes them into the wilderness anymore. We believe pickups could go in a similar direction.”

Until now, Daimler’s vans division has been overwhelmingly dependent on Europe, with 70% of its 360,000-unit volume coming from the region last year. With the X class, Daimler is targeting a diverse customer group from farmers in South America, building contractors in Australia, families in Brazil, and trend-conscious individuals in Europe and South Africa.

The pickup aims to tap into surging demand for vehicles capable of transporting one-ton payloads and towing an additional 3 1/2 tons. Mercedes forecasts volumes for this type of truck will grow by nearly half to 3 million vehicles worldwide in the next 10 years.

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