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?
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