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29th March, 2015
- Market for mid-size pick-up trucks primed for the first ute from Mercedes-Benz
- Mercedes-Benz to enter the high-volume mid-size segment before the end of decade
- Main markets: Latin America, South Africa, Australia, New Zealand and Europe
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Before the end of the decade, Mercedes-Benz will expand its product range into a promising segment by launching its
first pick-up ute.
The mid-size pick-up truck segment is currently undergoing a transformation worldwide. More and more utes are being
used for private purposes, and commercial as well as private users are increasingly asking for vehicles that have
car-like specificiations. Mercedes-Benz is the first high-volume premium manufacturer to respond to this market shift by
developing its own ute.
Thanks to their versatility, all-round utility, and payload of about one tonne, pick-up trucks are popular across the
world and thus have good sales potential.
Dr. Dieter Zetsche, Chairman of the Board of Management Daimler AG and Head of Mercedes-Benz Cars Division said
“The Mercedes-Benz pick-up will contribute nicely to our global growth targets, 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.”
Volker Mornhinweg, Head of Mercedes-Benz Vans, adds: “As part of our ‘Mercedes-Benz Vans goes global’ strategy, the
pick-up is the ideal vehicle for the international expansion of our product range with a newly developed model.”
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The new Mercedes-Benz pick-up truck will initially be targeted at markets in Latin America, South Africa, Australia,
New Zealand and Europe, all of which are posting sustained growth in this segment.
The Mercedes-Benz Vans division is responsible for the new vehicle. With its many years of experience in developing,
manufacturing, and marketing vehicles that are used commercially as well as privately, Mercedes-Benz Vans is ideally
suited to enter the mid-size pick-up truck segment and launch a Mercedes-Benz ute on the market for the first time in the
Current models such as the V-Class and the Vito demonstrate that Mercedes-Benz Vans has the high level of expertise to
successfully serve customers from a wide variety of private and commercial sectors.
“We are very excited that we will be able to perfectly serve customers looking for a vehicle that offers a high
level of utility and at the same time has the comfort, safety, and design of a Mercedes-Benz passenger car. We have been
working on this project for a number of years and Australia and New Zealand have been an integral part of the programme
from the very beginning. We will be conducting product testing in Australia over the next couple of years” says
Diane Tarr, Managing Director, Mercedes-Benz Vans.