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William Maley

Mercedez Benz News Mercedes-Benz Is Building A Midsize Truck, and the U.S. Branch Wants It

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One of the stories we didn't get the chance to cover on Cheers & Gears last week was Mercedes-Benz building a midsize pickup. Now at the time, we considered this an early April Fools joke. But when the official announcement came out, our jaws were agape: Mercedes-Benz is working on a midsize truck that will go on sale towards the end of the decade for certain marketplaces - the U.S. is not one of those places. Now this wouldn't be a luxury truck, it would be built for work. This further substantiated by Mercedes-Benz's commercial van division handling the development.

But Mercedes-Benz USA wants to make the final decision if the truck is sold or not.

"We said to Stuttgart, 'We are open, and let us assess the market.' If that leads to us saying 'green light,' then we will bring it," said Steve Cannon, CEO of Mercedes-Benz USA.

If Mercedes-Benz USA does get the truck, it will be positioned as a luxury vehicle, not a work truck.

"Not every pickup in the U.S. is going to job sites. Just drive around Greenwich, Conn., and see how many pickups there are. You realize this is not a demographic that is showing up with their work boots on job sites. Those sales are taken care of by the domestics," said Cannon.

Source: Automotive News (Subscription Required), Mercedes-Benz (Original Press Release)

Press Release is on Page 2

Click here to view the article

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If they build a truck based on that van pick I can only see it as a Failure. Plus MB continues to show it is not a Luxury brand but now a true Toyota / Chevy Brand. WRONG MOVE MB to even do a luxury truck. Look at the failed Lincoln Blackwood. If you build a truck like the Escalade EXT then yes I can see it being successful.

 

Still feel GM F'd Up in killing the Avalanche \ EXT truck.

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Where is the info revealing this is likely a rebadged nissan truck?

 

"The Best, or Nothing! …or the commercial van division…. or nissan!"

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Where is the info revealing this is likely a rebadged nissan truck?

 

"The Best, or Nothing! …or the commercial van division…. or nissan!"

 

Would you believe I'm working on a story about that? Stay tuned.

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For this to remotely work, the buyer would have to want nothing but a Mercedes. 

 

Joe Average looking for a luxury pickup may be interested, but then he'll head to a domestic or Toyota dealership where he'll learn that he can get 'more truck' with all the luxury, for the same price. In the truck world, 'more' is better. 

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