Mercedes-Benz is launching a bakkie, wait what?
Before the end of the decade, Mercedes-Benz will expand its product range into a promising segment by launching the first pickup from a premium manufacturer. Thanks to their versatility, all-round utility, and payload of about one metric ton, pickups are popular across the world and thus have good sales potential.
The new Mercedes-Benz pickup will initially be targeted at markets in South Africa, Latin America, Australia, and Europe – all of which are posting sustained growth in this segment.
The midsize pickup segment is currently undergoing a transformation worldwide. More and more pickups are being used for private purposes, and commercial as well as private users are increasingly asking for vehicles that have car-like specificiations. Mercedes-Benz is the first premium manufacturer to respond to this market shift by developing its own pickup. A similar example was the successful introduction of the M-Class around 20 years ago. As the first sport utility vehicle (SUV) from a premium manufacturer, the M-Class completely redefined the segment.
The new Mercedes-Benz pickup will initially be targeted at markets in Latin America, South Africa, Australia, and Europe, all of which are posting sustained growth in this segment.