Before the end of the decade, Mercedes-Benz will launch the first pickup from a premium manufacturer. The new Mercedes-Benz midsize pickup will initially be targeted at markets in Latin America, South Africa, Australia, and Europe, all of which are posting sustained growth in this segment.
The Mercedes-Benz pickup will contribute nicely to our global growth targets. We will enter this segment with our distinctive brand identity and all of the vehicle attributes that are typical of the brand with regard to safety, comfort, powertrains, and value.—Dr. Dieter Zetsche, Chairman of the Board of Management Daimler AG and Head of Mercedes-Benz Cars Division“
The midsize pickup segment is currently undergoing a transformation worldwide, with increasing being used for private purposes. Commercial as well as private users are increasingly asking for vehicles that have car-like specifications, the company said. Mercedes-Benz is the first premium manufacturer to respond to this market shift by developing its own pickup. The company draws an analogy to its introduction of the M-Class SUV around 20 years ago—the first SUV from a premium manufacturer.
The Mercedes-Benz Vans division is responsible for the new vehicle, leveraging its experience in developing, manufacturing, and marketing vehicles that are used commercially as well as privately. Current models include the V-Class and the Vito.
At the Geneva International Motor Show, Mercedes-Benz unveiled the Concept V‑ision e: a plug-in hybrid concept version of its V-Class MPV (earlier post). The plug-in hybrid van utilizes the same advanced drive system as in the new Mercedes-Benz C 350 e plug-in hybrid (earlier post) and offers NEDC fuel consumption of 3.0 liters per 100 km (78 mpg US), corresponding to CO2 emissions of 71 g/km.