No, your eyes do not deceive you. Mercedes has announced it will be making a pick-up truck for Latin America, South Africa, Australia and Europe – and before the decade is up.
There are virtually zero vehicle-specific details to go on, only that the new pick-up would, “serve customers looking for a vehicle that offers a high level of utility and at the same time has the comfort, safety, and design of a Mercedes-Benz passenger car,” according to Mercedes Vans head Volker Mornhinweg.
The plan is to capitalise on ‘sustained growth’ in the pick-up market worldwide, echoing what Mercedes did 20 years ago to the premium sports utility vehicle market when it introduced the M-Class.
Mercedes would be the first premium manufacturer to build a pick-up (unless beaten to the punch, of course), responding to a growing thirst from customers asking for vehicles with ‘car-like specifications‘.
In an official statement, Merc said: ‘Thanks to their versatility, all-round utility, and payload of around one metric ton, pickups are popular across the world and thus have good sales potential.’
Daimler chairman and Mercedes bigwig Dr. Dieter Zetsche added: “The Mercedes-Benz pickup will contribute nicely to our global growth targets. 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.”
Whether or not the world needs a premium pick-up remains to be seen, but somehow the idea of an AMG off-roading powerhouse that can accommodate a German Shepherd in the back sounds like a winner. Hurry up, 2020.