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  • William Maley
    William Maley

    BMW Australian Exec: “Never Say Never,” To A Pickup

    A BMW Pickup? (And no, not an M3/M4 one)

    There are days where we find ourselves wondering what goes through the head of executives of German automakers on some of the things they say. For example, BMW Australia’s Managing Director, Marc Werner told Motoring there could be a BMW pickup.


    “Never say never,” said Werner when asked about Mercedes-Benz's upcoming truck. “We’re watching the space closely.”


    “It’s easier for Mercedes [to bring a ute to market] because they have commercial vehicles and trucks and vans. We do not.”


    If BMW was to go forward, Motoring speculates that the tie-up with Toyota could grant them access to the HiLux truck.


    These comments are the complete opposite from those made by BMW Group’s senior vice-president of Asia, Pacific and South Africa, Hendrik von Kuenheim.


    “Definitely not, because this does not fit to our genes and our culture.”


    “There is huge potential in pick-ups. In North America you look at the Ford F-150 pick-up it is the best-selling car. You can do it but then you cannot be BMW. You have to be a different company, but this company is not ready to change from the ultimate driving machine and the ultimate successful company in luxury to a mass manufacturer who goes after the volume of pick-up trucks. Despite that the Ford F-150 is one hell of a vehicle. If you have that in a twin-cab version it is a great car. But that is Ford,” said von Kuenheim.


    Source: Motoring

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    User Feedback

    Those who insist a brand can only have a singular purpose/definition, IE; "Is Cadillac about sport or luxury?" ... are going to have a myocardial episode over this BMW proclamation.

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