Caption: Mercedes Benz released this concept ute sketch
Mercedes Benz is the latest to put its hand up as wanting a piece of the booming market for light utes – and it is likely to be coming here.
The company’s van division has announced that it will expand into the ute market by the end of the decade with a one-ton payload ute, which is already under development.
Mercedes claims the ute will be the first from a premium brand, but they are of course not the first European to make a run at the market. Volkswagen has already found success with the Amarok, while Fiat is set to soon launch its offering, co-developed with Mitsubishi.
The new Mercedes-Benz pickup will initially be targeted at markets in Latin America, South Africa, Europe and Australia – making the model a shoe-in for New Zealand.
The company notes the sector has strong potential.
“The Mercedes-Benz pickup will contribute nicely to our global growth targets,” says Dr. Dieter Zetsche, chairman of Daimler AG and head of Mercedes Benz cars. “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.”
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.
