(March 28, 2015) Before the end of the decade, Mercedes-Benz will expand its product range into a promising segment by launching the first pickup from a premium manufacturer. Thanks to their versatility, all-round utility, and payload of around one metric ton, pickups are popular across the world and thus have good sales potential.

The new Mercedes-Benz 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,” says Dr. Dieter Zetsche, chairman of the Board of Management Daimler AG and Head of Mercedes-Benz Cars Division. “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.”

Volker Mornhinweg, head of Mercedes-Benz Vans, adds: “As part of our ‘Mercedes-Benz Vans goes global’ strategy, the pickup is the ideal vehicle for the international expansion of our product range with a newly developed model.”

The midsize pickup segment is currently undergoing a transformation worldwide. More and more pickups are being used for private purposes, and commercial as well as private users are increasingly asking for vehicles that have car-like specifications.

Mercedes-Benz is the first premium manufacturer to respond to this market shift by developing its own pickup. A similar example was the successful introduction of the M-Class around 20 years ago. As the first sport utility vehicle (SUV) from a premium manufacturer, the M-Class completely redefined the segment.