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Sorry U.S., No Mercedes-Benz X-Class For You

Sorry U.S., No Mercedes-Benz X-Class For You

Daimler CEO Dieter Zetsche says Mercedes-Benz won’t offer its new midsize X-Class pickup in North America. The executive broke the news to reporters on the sidelines of this week’s Geneva Motor Show, where Mercedes-Benz showed off the new X-Class.

Based on the Nissan Navara, the X-Class is squarely a midsize pickup. In most global markets, midsize pickups make up the vast majority of truck sales. Zetsche explained to reporters that the business case for a midsize pickup in North America is simply too difficult to justify bringing the X-Class to market there. Unlike global markets, half-ton trucks make up the lion’s share of the truck market in North America. Half-tons also make up the majority of the profit margins.

Given Zetsche’s experience at former Chrysler Group, he is no novice to the North American truck market. That said, apparently a recent resurgence in the midsize pickup market in North America by way of the Chevrolet Colorado and GMC Canyon is not convincing enough for Mercedes to justify the X-Class.

It’s unclear if the X-Class decision will ever be revisited in the future, but Zetsche did say that Mercedes-Benz would reconsider if factors changed. He did not detail which factors would need to be changed for Stuttgart to revisit the decision.


About Nick Saporito

AutoVerdict Senior Editor Nick Saporito began writing about cars at age 13. Nick ran a couple of automotive enthusiast sites for several years, before taking some time off to focus on his career and education. By day he's a marketing executive in the telecom world and by night he hangs out here at AV. You'll find him focusing on tech, design and the industry's future.
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  1. arutherford
    We still can't even get the truck its based on.

    That was a close one!
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