Mercedes-Benz pickup truck

The Mercedes-Benz  is throwing its hat into the pickup-truck game, with one important caveat—they won't sell it in North America, at least not initially.

That's probably because our conception of what a pickup should be doesn't mesh well with the midsize, quad-cab models that sell very well elsewhere. The global Ford Ranger and Toyota Hilux are great examples of this, and if this concept sketch is any guide, that's the sort of vehicle that Mercedes-Benz will produce.

But while the Ranger and Hilux are decidedly work-a-day vehicles aimed at farmers and the like, Mercedes-Benz wants the as-yet-unnamed pickup to also be a premium vehicle. The Wall Street Journal, on hand to see the unveiling of a clay model of the concept, quotes Mercedes-Benz Vans design director Kai Sieber as saying, "We call it rough luxury." The Vans division is seeing some daylight between car-like crossovers and traditional pickups.


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