Bad Math? BMW Rules Out A Luxury Pickup Believing No Market Exists For It

BMW is reiterating its promise not to follow rival Mercedes-Benz into the pickup market. The company believes that the international premium truck market is too tiny to be worth entering the segment.

"Every business case we did so far … it was by far not relevant," Klaus Fröhlich, BMW Board of Management Member in charge of vehicle development, told Motoring at the Paris Motor Show. “For us, the market segment is too small, because we are at the higher price level for pick-ups."
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TheSteve - 10/3/2018 1:35:59 PM

+3 Boost

Perhaps they looked at the Nissan/Mercedes deal, and pondered "How many people would pay BMW prices for a gussied-up Nissan pickup truck with a BMW badge on it," and concluded that it wouldn't be profitable.

I'm referring to Nissan Navara / Mercedes X-Class pickup, of course.

TomM - 10/3/2018 5:13:05 PM

+2 Boost

Mercedes is a major truck Manufacturer - and have a pick up along with its varied other offerings does make sense.

Bmw is a small sports sedan manufacturer that has already shown that it lacks the ability to even transfer that ability into making larger more luxurious offerings. THey do not make trucks (yes - some BMW race cars drive like trucks) - and today - with the market going in the wrong direction - this is not the time for a new entry in the truck market.

MDarringer - 10/3/2018 10:02:42 PM

+1 Boost

Then again, BMW made the better choice of tying up with Toyota rather than Mercedes getting in bed with the Renault/Nissan mess and their lack of quality. A BMW built off the Tacoma for 10% more cost would be a brilliant move in the USA. The only reason the Mercedes pickup isn't coming is because it's a horrible Nissan.

dumpsty - 10/4/2018 4:19:12 PM

+1 Boost

That kind of decision would be complete blasphemy in the US market. A BMW with Toyota pickup internals...yuck. You cant really positively market that.

However, a midsize BMW pickup built on the X3/X5 platform (think sporty but luxurious Ridgeline) would probably sell well. Nail the interior and make the open bed thoughtful.

MDarringer - 10/4/2018 6:46:19 PM

+1 Boost

1. Toyota isn't rubbish and has far better quality than BMW.
2. The Tacoma is competent whereas the Navara isn't. The newish Navara has a lot of carry over from the previous Navara/Frontier.

OneOfOne - 10/4/2018 9:37:07 AM

+1 Boost

ask lincoln how the luxury pickup market is. blackwood anyone? without a useable bed? dont you think these people would just buy an F150 and be done with it?

dumpsty - 10/5/2018 12:25:39 PM

+1 Boost

but...that was like 13-14 yrs ago.

Honestly, I've seen a few Chevy Avalanche recently & kinda wish they were still making the midgate pickup. The last one have aged pretty well.

YoCarFanto - 10/4/2018 2:23:32 PM

+1 Boost

Should be a great replacement for my Subaru Baja unibody Pickup.

SSP350 - 10/4/2018 6:06:10 PM

+1 Boost

We also never asked for a 5 series GT, a X4 series and the ugly ass X6. I'd venture out to say that a pickup is more like a missing 'link'. lol