Mercedes is to enter unchartered territory, announcing today it will introduce a pickup truck before the end of the decade.
It’s a market Mercedes boss Dr Dieter Zetsche sees as highly lucrative, and ripe for a Mercedes-badged contender. “The Mercedes-Benz pickup will contribute nicely to our global growth targets,” Dr Zetsche said. “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.”
Merc believes it has a trick up its sleeve: premium. It wants to provide a pickup truck that can be driven by people in steel toe-capped boots and Ugg boots.
The above design sketch gives some hint where Merc is heading. With a big grille, sweeping headlights, chunky wings and muscular side panels, the styling references that of the new GLE. Expect such similarities to make their way inside, too: Merc insists the traditionally rattily and utilitarian ute interior will be replaced by road-car comforts.
With the project several years from reaching production, tech details are scarce but it’s likely to be heading to Europe, South Africa, Latin America, and Australia first.