Image: Mercedes-Benz X-Class
Mercedes-Benz X-Class pickup truck
The launch of new versions of the Mitsubishi Triton and Nissan Navara has reminded many of the Mercedes-Benz X-Class, a pickup truck that once borrowed the Nissan Navara chassis. Is there any chance of a Mercedes pickup truck making a comeback? The answer from Mercedes-Benz itself is no.
Mercedes-Benz X-Class: End of the Pickup Truck Line
According to Marion Friese, Head of Global Marketing for Mercedes-Benz Vans, the company has “no plans to return to the mid-size pickup segment.” While always monitoring customer feedback, Mercedes-Benz has concluded that demand for a Mercedes pickup truck is not strong enough to justify bringing back the X-Class.
Why Did the Mercedes-Benz X-Class Fail?
Launched in 2017 and discontinued after just three years (2020), the X-Class is considered one of Mercedes-Benz’s biggest project failures. With global sales reaching only 15,300 units by the end of 2019, this Mercedes pickup truck did not meet expectations.
Image: Mercedes-Benz X-Class Interior
Mercedes-Benz X-Class interior view, dashboard and seats
Despite sharing the platform with the Nissan Navara, but with a reinforced body frame, unique design, new interior, and the option of a V6 turbo diesel engine, the X-Class still failed to make a mark. The late arrival of the V6 engine option (8 months after launch) meant customers didn’t see a significant difference compared to the standard version. Many felt the X-Class wasn’t luxurious and prestigious enough to justify the Mercedes-Benz brand, leading to low sales.
The Future of the Mercedes Pickup Truck Segment
Currently, Mercedes-Benz has no plans to re-enter the pickup truck market. The failure of the X-Class demonstrates the challenging competition in this segment, even for a prestigious brand like Mercedes-Benz. Focusing on core product lines and meeting actual market demands is likely a more sensible strategy for the German automaker at this time. Whether Mercedes-Benz will change this decision in the future, with market and technology shifts, remains an open question.
