Mercedes-Benz Plans First Ever Premium Luxury Truck

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Automotive Editor

Armaan Almeida no longer works for CarsDirect. He was an Automotive Editor who produced buying guides and sneak previews, in addition to publishing daily news stories and tracking monthly deals, incentives and pricing trends from Toyota, Nissan and Lexus.

 

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, Automotive Editor - March 27, 2015

High-end trucks are all the rage, but will Mercedes really bring it to the U.S.?

Let's face it: trucks are getting more luxurious and fuel-efficient than ever. The key first-mover fuel-efficiency advantage goes to none other than the best-selling vehicle for 32 years straight--the 2015 Ford F-150. At the same time, high-end $50k luxury-trimmed trucks are being configured and consumed at a high clip, but shoppers are opting to lease them as opposed to buying them outright. They're also commuting in them and not beating 'em up like in all those infamous Like a Rock commercials. Ah yes, consumer behavior is evolving, but does that really mean we'll see a BMW or Lexus pickup truck on our roads? Leapfrogging both, Mercedes-Benz thinks so, as evidenced by today's news that the German automaker is working on a pickup for 2020. It'll be sold almost everywhere, but will we actually get it? We think so.

The Porsche Case

It was 2003 when Porsche's model lineup consisted of a 911 and a 911. Simultaneously dialing the number and play call, Porsche brass decided to do something unconventional at the time: release a Porsche SUV. Blasphemy, right? Critics scoffed. Dogs barked. Cats meowed. Mothers cried. And sales skyrocketed. The Cayenne is now the best-selling Porsche in the current 10-model lineup.

Porsche Sales

Porsche Cayenne Sales Porsche 911 Sales Difference
2003 12,920 9,408 27%
2004 18,117 9,654 46%
2005 13,607 10,107 25%
2006 10,569 12,130 -14%
2007 12,547 12,467 0%
2008 11,216 8,324 25%
2009 7,735 6,839 11%
2010 8,343 5,737 31%
2011 12,978 6,016 53%
2012 15,545 8,528 45%
2013 18,507 10,442 43%
2014 16,205 10,433 35%

Which leads us to why someone in their right mind would want to buy a Mercedes truck. As was the case for Porsche, shoppers want a true multipurpose vehicle. Specifically, something with the cabin space of a crossover and the ruggedness of an SUV with the efficiency of a sedan. And the luxury of a Mercedes.

Popular Luxury Trims

Highest Trim Level MSRP Price 2014/2015 March Incentives
2015 Chevrolet Silverado High Country 4x4 $50,275 / $52,345 $2,000 Rebate
2015 Ford F-150 Limited/Platinum $55,605 / $55,875 $1,000 Rebate
2015 Toyota Tundra Platinum/1794 4x3 Sold Out / $49,075 $750 Rebate
2015 RAM 1500 Longhorn 4x4 $51,075 / $51,935 $1,000 Lease Bonus

Mercedes' take on the pickup truck will leave many to wait until 2020. For those who don't want to wait, luxury trims are aplenty, as illustrated above.

“The Mercedes-Benz pickup will contribute nicely to our global growth targets” as the vehicles are increasingly being put to personal use rather than just commercially, Daimler Chief Executive Dieter Zetsche said in a statement.

Chevy Colorado Sales

Chevrolet Colorado Sales
October 2014 1,491
November 2014 2,366
December 2014 4,037
January 2015 5,942
February 2015 6,563

Moreover, truck sales are on fire, especially midsize models like the 2015 Chevrolet Colorado, which continues to sell extremely well, even without incentives. Since it's introduction, Colorado sales have continued to gain momentum.

In the End

One of the only reasons we can see Mercedes not bringing their truck to the U.S. market is the possibility of brand erosion. Cynics will argue that it will hurt the image they worked so hard to establish. But what do you think? If you're shopping for a truck, would you really consider a Mercedes-Benz pickup? Or if you're shopping for a luxury car, would you skip the Mercedes dealer because they released one?

, Automotive Editor

Armaan Almeida no longer works for CarsDirect. He was an Automotive Editor who produced buying guides and sneak previews, in addition to publishing daily news stories and tracking monthly deals, incentives and pricing trends from Toyota, Nissan and Lexus.

 

Follow On: Google+ | Website