Skip advert
Advertisement

Mercedes-Benz to launch first premium brand pickup

German luxury carmaker explores new territory with its upcoming model

Don't adjust your screens - Mercedes has genuinely announced a new pickup, due to be launched before the end of the decade, as part of its plans for sustained global growth. Touted as the first pickup to be developed by a premium manufacturer, it will be engineered by Mercedes’ Vans division.

Advertisement - Article continues below

The brand is entering a burgeoning market sector, with Mercedes claiming that an increasing number of commercial, as well as private owners are asking for utility vehicles that have car-like characteristics.

The new model will, initially at least, be targeted at the growing mid-size pickup markets: Latin America, South Africa, Australia and Europe. As Dr. Dieter Zetsche, Head of Mercedes Cars, explains, 'The Mercedes-Benz pickup will contribute nicely to our global growth targets.'

The German marque believes that the market is ready for such a bold move from the company, likening the strategy to the successful introduction of the original M-Class around 20 years ago, which Mercedes says was the first 'sports utility vehicle'. Volker Mornhinweg, Head of Mercedes Vans, states, 'As part of our "Mercedes-Benz Vans goes global" strategy, the pickup is the ideal vehicle for the international expansion of our product range with a newly developed model.'

Mercedes-Benz Vans Division is responsible for the machine’s development, and aims to combine typically utilitarian capabilities with the look, feel and safety of a Mercedes passenger car.

As Zetsche continues, '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 values.'

Although an unusual proposition, being the first dedicated Mercedes pickup in history (variants of the G-wagen were the first pickups overall from the firm), a utilitarian vehicle is not the significant leap for the marque that it may first seem.

Mercedes Vans Division is already a successful sub-brand, boasting record sales in both 2013/14, selling the V-Class and Vito models, and Mercedes has long (and successfully) produced heavy goods vehicles too. As a result, the idea of a pickup Mercedes is not as groundbreaking as it sounds.

Skip advert
Advertisement

Recommended

New Mercedes-AMG CLE53 – two more cylinders for £25,000 less than a C63
Mercedes-AMG CLE 53
News

New Mercedes-AMG CLE53 – two more cylinders for £25,000 less than a C63

The new CLE coupe has gained a straight-six engined AMG version, with prices starting from £72,990
24 Jan 2024
Mercedes 190E Evo II to return as £700,000 HWA-built restomod
HWA EVO
News

Mercedes 190E Evo II to return as £700,000 HWA-built restomod

The firm responsible for AMG and numerous motorsport icons has offered a first look at its limited-run restomod of the iconic 190E 2.5-16 Evo II
9 Jan 2024
2024 Mercedes-AMG CLE63 S E Performance spied – 671bhp hybrid spotted in drop-top form
Mercedes-AMG CLE63 cabriolet
Spy shots

2024 Mercedes-AMG CLE63 S E Performance spied – 671bhp hybrid spotted in drop-top form

AMG's new four-seat coupe and cabriolet ranges will be topped by a 671bhp AMG flagship, spied testing in Germany
9 Nov 2023
The new Mercedes-AMG GT 4-door gets a bigger grille and a £179,325 price tag
Mercedes-AMG GT 4-door – front
News

The new Mercedes-AMG GT 4-door gets a bigger grille and a £179,325 price tag

The facelifted Mercedes AMG GT 4-door is available exclusively in 831bhp 63 S E Performance guise, sporting a series of design and tech updates
9 Oct 2023
Skip advert
Advertisement

Most Popular

The Nissan GT-R has been updated yet again for 2025
Nissan GT-R 2025 – front
News

The Nissan GT-R has been updated yet again for 2025

The R35 Nissan GT-R refuses to die – this latest version gets engine enhancements and subtle cosmetic tweaks
15 Mar 2024
MST Mk1 2024 review – £174,000 Ford Escort recreation driven
MST Mk1 Ford Escort
Reviews

MST Mk1 2024 review – £174,000 Ford Escort recreation driven

The MST Mk1 is a brand new, 50-year-old, road-going rally car. It looks the business, but does it deliver? Strap yourself in…
15 Mar 2024
Used car deals of the week
Main used car deals
Advice

Used car deals of the week

In this week's used car deals, we've sourced everything from the TVR Tuscan to the CLS63 Shooting Brake
15 Mar 2024