Mercedes-Benz has announced plans to enter the mid-sized pick-up market before this decade is out and South Africa has been mentioned as one of its key markets, along with Latin America, Australia and Europe.
Mercedes-Benz sees strong sales potential in this one-ton segment and the new entrant will be positioned at the premium end of the Hilux/Ranger/Amarok battle ground, and will be developed by the Mercedes-Benz Vans division.
There will be a fine balancing act to achieve here as MB Vans head Volker Mornhinweg expects the bakkie to offer a “high level of utility” as well as the comfort, safety and design attributes that one would expect from a Mercedes passenger car.
Board Chairman Dr Dieter Zetsche added: “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.”
Mercedes-Benz sees this as the perfect vehicle for expanding its global sales footprint, given that around the world more and more people are using these pick-ups as leisure vehicles and that buyers, both commercial and private, are increasingly asking for “car like” specifications.
Given that the new bakkie is still years away, many of those specification questions will remain unanswered for now, as will the production locations. Will this fancy new worker find an East London home? It looks unlikely at this stage as our MBSA contact says the plant simply doesn't have the capacity.