REALLY? Mercedes Says Americans Won't Shell Out The Cash For A Premium Midsized Truck

After giving serious thought to introducing its X-Class pickup in the U.S., Mercedes-Benz has decided to stay away from the American market. Why? The midsize field probably isn’t a good place to make money with a luxurious pickup.

“At that point of time, there is no plan to introduce it in the U.S. market,” Daimler AG chairman Dr. Dieter Zetsche told Motor 1 at the Geneva Auto Show. “The main argument being that in the U.S. market, the premium pickup truck is a full-size pickup truck, and the premium midsize is somewhat of a conundrum.”

The upcoming X-Class borrows the Nissan Navara’s platform, but adds distinctive styling and a heap of niceties. With a maximum payload of 1.1 tons and four doors, the model seemed ready to challenge potential rivals in America’s growing midsize pickup market. Unfortunately for Mercedes, Americans seem to prefer Denali-sized luxury in a generously proportioned vehicle.

malba2367 - 3/10/2017 3:36:37 PM

+4 Boost

What they're trying to say is that this thing will cost more than a loaded f150/Silverado etc and they're right that few will bite at those prices.

TomM - 3/10/2017 5:58:56 PM

+4 Boost

What they really are saying is - IF Americans won't put out the money -for a real premium mid size pick-up - Then we won't be able to get enough to make out NISSAN pick up profitable!!!!.

MDarringer - 3/10/2017 9:50:02 PM

+1 Boost

Americans will not pay loaded F150 prices for a vehicle that is one size class lower and is a rust-trap Nissan Navara with a new nose.

Americans have no problem paying $60-75K (or more) for a pickup, but this has no gravitas.

If this were a GLS pickup, then MAYBE, but...

iamdabest1 - 3/11/2017 9:59:37 PM

+1 Boost

this loaded benz truck should top out at like 50k

MDarringer - 3/11/2017 10:30:01 PM

+2 Boost

Like that would happen. $50K would--in a best case scenario--be its base price.

skytop - 3/11/2017 11:59:16 PM

+2 Boost

Ford, Dodge and Chevy are selling (over priced) deluxe trucks for well over $64,000++ now. Did it certainly a serious chuck of change for a truck which is far cheaper to produce than a comparable passenger car. MB may be thinking of selling trucks for $80K which is never going to fly in the U.S. market.

Yonder7 - 3/13/2017 3:10:29 PM

+3 Boost

Honestly I love MB, that said. Americans are too smart to pay premium for a Navara. A Colorado looks a lot more attractive to me than this fake Mercedes. When Mercedes create a real pickup , the price will be something like the G with 6 tires. They are not able to do pick ups at reasonable popular price.

Holydude - 3/14/2017 1:06:23 AM

+3 Boost

They've underestimated the purchasing power of rednecks!

dumpsty - 3/14/2017 2:57:29 PM

+2 Boost

The mere argument kinda makes you wonder (why) consumers currently pay luxury range of prices for loaded mainstream pickups today? If we look at how much Ford & GM & Dodge/Ram are profiting from each sale of a non-luxury branded vehicle, that's a good start to M-B's conundrum.

But if US consumers are so smart, why do they pay so much for these large top trim pickups & for a re-dressed Expedition (read Navigator) or Tahoe (read Escalade)?