Would a Mercedes-Benz Pickup Compete with Ford?
A surefire way to get automotive journalists in a tizzy is to announce that you’re considering bringing a vehicle to the United States that you haven’t brought here before. If you add to that a vehicle that hasn’t seen production before, like a Mercedes-Benz pickup, then the entire Internet goes wild.
The latest news is Daimler and Nissan are working together on the truck, and that that truck might end up making it to the United States for sale. Being a mid-size truck, there’d be no direct competition with Ford. Or would there be?
Any mid-size truck right now has the potential to take sales away from a big company like Ford, considering there’s enough demand for the product. Ford is adamant that making a Ranger available here just isn’t cost-effective, and Ram even said no to a new Dakota.
The Colorado and Canyon twins seem to be doing well, and a refreshed Tacoma is going on sale soon. There is action in the mid-size segment, and some of those buyers are going to be coming from larger trucks that they don’t need.
But where Mercedes-Benz could have a significant tactical advantage is in the luxury front. Pickup truck transaction prices are soaring above $50,000, and Ford sold more vehicles above that price than BMW sold of their 3, 5, and 7 Series models. Combined.
The F-15o is most definitely a luxury truck. Ticking the box for either the King Ranch or Platinum models opens the door for LED headlights, a 360 degree camera system, a huge panoramic sunroof, radar-assisted cruise control, blind spot monitoring, lane-keep assistance, and automatic parallel parking.
That’s right, your SuperCrew massive F-150 can parallel park itself, if you don’t want to (and have the option, of course).
People are opting for luxury trucks for a variety of reasons. Some want just one vehicle that’ll do everything they need. That means going to the jobsite during the week, camping on Saturday, and church on Sunday.
But whatever the reason might be, they are buying luxury trucks. That seems like a prime market for a luxury company, like Mercedes-Benz, to enter.
Sure, you probably wouldn’t buy an S-Class pickup truck, but there are surely people out there that would. In regards to the S-Class specifically, it has one of the best interiors money can buy, and is bristling with the latest in automotive technology.
If you want a luxury mid-size truck, you really don’t have an option. The GMC Canyon is the closest you’ll get, but it doesn’t even have some of the features that the new F-150 has.
We might be talking about a super-niche market here, but if Mercedes-Benz is going to make a truck to be sold around the world, they might as well find a way to sell it here.
No, at the lower-end of the price range a Mercedes-Benz pickup would be no real match for a Ford F-150, but in the high-priced tiers, it just might.
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