Just because European carmakers say they'll never design and manufacture a pickup truck exclusively for the U.S. market doesn't mean they aren't thinking about it.
Just because European carmakers say they'll never design and manufacture a pickup truck exclusively for the U.S. market doesn't mean they aren't thinking about it. Key higher-ups at VW/Audi, BMW, and Mercedes-Benz have said repeatedly that they see no reason to compete against the Americans and Japanese in the midsize (mini- and midprice-) truck segment. Which, of course, means if they think they can charge a premium price and make it work, they'll do it in a heartbeat. Insiders have told us several variations on the theme are making the rounds as future product and technology discussions heat up.
Our own design guru, Mark Stehrenberger, has a few thoughts about what Mercedes-Benz and BMW might want to do in the coming years if they want to succeed in the pickup-truck segment. Neither maker could compete with the likes of Ford, Dodge, or GM with a full-size pickup, but there could be an opportunity for both if they downsize. With fuel and powertrain issues coming to a head, both manufacturers could exploit their respective strengths in two very different crossover pickups. Throw in a few unique bed features, some payload flexibility, and maybe a CVT behind a smooth diesel, and there might be something here. We'll find out...in five or six years.
Mercedes-Benz Front Concept
BMW Front Concept
Mercedes-Benz Rear Concept
BMW Rear Concept