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.