The Mercedes-Benz “Concept X-Class” study, on display at the Geneva Motor Show from March 9 to March 19, provides an outlook on the brand’s forthcoming new pick-up, the X-Class.
Brian Joss – The study, first unveiled in Sweden last year, illustrates that the X-Class will combine the hallmark strengths of a pic-up – tough, functional, strong, and with off-road capability – with the classic characteristics of a star-branded vehicle – design, comfort, driving dynamics, and safety. This will make Mercedes-Benz the first premium manufacturer to account for the changing customer requirements in the global segment of mid-size pick-ups, and it will make the tough one-ton pickup with seating for up to five people the first such vehicle to represent an attractive proposition as an urban lifestyle and family vehicle.
With the pickup, Mercedes-Benz Vans will expand its product range with a fourth model series. At the same time, the brand bearing the three-pointed star will become the first premium manufacturer to occupy the promising segment of mid-size pickups. Daimler AG will make investments in the high nine figures (euro) in the new model series by the time of the market launch. It will be launched in late 2017 under the name Mercedes-Benz X-Class. The key markets will be Argentina, Brazil, South Africa, Australia with New Zealand, and Europe.
Dr Dieter Zetsche, chairman of the Board of Daimler AG and Head of Mercedes-Benz Cars: “With the Mercedes-Benz pick-up, we will close one of the last gaps in our portfolio. Our target: we want to offer customers vehicles matching their specific needs. The X-Class will set new standards in a growing segment.”
“We will open up and change the segment of mid-size pickups – with the world’s first true premium pickup for the modern urban lifestyle”, says Volker Mornhinweg, Head of Mercedes-Benz Vans.
Worldwide, the market for mid-size pick-ups is undergoing a radical change.
Gone are the days when they were bought as mere “workhorses”. Instead, they are becoming increasingly popular as versatile vehicles for a simultaneous private and commercial use and as vehicles for private use.
The percentage of privately used pick-ups has been growing steadily for years. Accordingly, the double cab has emerged as the dominating body style, because it offers room for up to five people. More and more private and commercial customers ask for vehicles with the characteristics and comfort features of a passenger car. A similar development took place in the segment of off-road vehicles some 20 years ago. Back then, Mercedes-Benz was the first premium manufacturer to launch a sport utility vehicle (SUV), the M-Class, and completely redefined the off-road segment – with lasting success.
Unveiled in Sweden last October, the “Concept X-Class” study shows that the first star-branded premium pickup will combine the best of two worlds. This is demonstrated by the study’s two design variants. The concept car painted in lemonax metallic focuses on the classic traits of a pickup – toughness, functionality, strength, and off-road capability – with its electric winch, large, size 35 x 11.50 tyres, and an underride guard.
The second concept car painted in white metallic combines these strengths with the design, comfort, driving dynamics, and safety for which star-branded vehicles are renowned. It impressively illustrates how the Mercedes-Benz pickup will make a decidedly stylish statement in its segment and in the urban environment. This concept car is exhibited at the Geneva Motor Show.
The interior of the concept car displayed at the Geneva Motor Show is characterised by an intriguing contrast of warm and cool colours, as well as by high-quality materials, the manufacturer said. The world of colours and materials translates the Mercedes-Benz design philosophy of sensual purity.
The sensual touch and feel of the brown, very natural nubuck leather on the seats provides a cosy feel. This warm colour, which is also found on the dashboard, is combined with cool white nappa leather. The trim made of open-pore smoked oak contrasts with the brushed and polished aluminium trim elements. The world of modern luxury is realised in a highly stylish fashion.
The modern flair is further boosted by round air vents, the free-standing high-resolution central display as well as the central controller and multifunctional touchpad. Similar to a smartphone, all telematics functions can be controlled with the touchpad by using gestures or by entering characters and digits. Mercedes-Benz thus introduces the most modern control and display concept in the segment of mid-size pick-ups. At the same time, the characteristics and functionalities typical in the pickup segment have been retained, such as the handbrake in the centre console.
Further outlook on the X-Class: Mercedes me connect, powerful engine, high ride comfort, and exemplary safety The X-Class will also set new standards in the segment with regard to connected life. Thanks to the communication module with on-board SIM card, it will be possible to use the extensive Mercedes me connect services.
Drivers will be able to connect with their pickup by smartphone, tablet or PC at any time and from anywhere. For example, to send navigation destinations to the vehicle or query where the pickup is parked and how much fuel is in the tank. In addition to these optional remote online services, standard services such as accident recovery, maintenance management, and breakdown management will also be available.
Variety will likewise distinguish the engine range. The top-of-the-line model will be powered by a V6 diesel in combination with 4MATIC permanent all-wheel drive. The high-torque engine will provide high driving dynamics on the road and off the road. The all-wheel-drive system will combine an electronic traction system, a transfer case with reduction gear, and two differential locks. The traction system and the electrically operated on-demand differential locks will channel the power to where traction is best. Under extreme off-road conditions, the rear differential and the inter-axle differential can be locked. This will make it possible to safely master difficult obstacles and inclines.
The forthcoming X-Class will combine the strengths of a pickup with the value appeal, comfort, driving fun, and safety that distinguish the vehicles bearing the Mercedes star. As a result, the Mercedes-Benz pickup will bridge the gap between commercial and private and between urban and rural use. It will consequently appeal not only to pickup owners wishing for more car-like characteristics, performance, safety, and comfort, but also and above all to people who drive a passenger car, SUV or van. Extensive market research studies conducted by Mercedes-Benz with potential customers in the target markets bear this out.
Mid-size pickups currently have the largest share of the total vehicle market in Australia with 14.1 percent. Argentina comes close behind with
11.6 percent. This means that in these countries, one out of every eight registered vehicles is a pickup in the one-ton category. In Brazil, mid-size pickups have a share of almost five percent of the total vehicle market.
That figure is 0.5 percent in Germany, 1.3 percent in Great Britain, 1.4 percent in Turkey, and 0.8 percent in Russia.
Based on its market research studies, Mercedes-Benz has identified five customer groups for the forthcoming X-Class, which are of different relevance in the individual countries.
One important target group is constituted by families with an active lifestyle and an affinity to premium products. They use the pickup mostly for commuting to work, for shopping, taking the kids to school or sports activities, for weekend trips, and vacation. The key markets are Brazil, Argentina, Australia, and South Africa.
Another target group for the X-Class are successful adventurers, who live in an urban environment and participate in outdoor sports such as skiing or riding jet skis, or have their own boat. They need a comfortable premium vehicle for everyday use that at the same time offers sufficient cargo space and towing capacity for their recreational equipment. The top markets are Australia, South Africa, Brazil, Great Britain, and Germany.
The fourth customer group comprises business owners such as building contractors, architects, and service providers who want to use their pickup for commercial and private purposes: that is as a comfortable company car for customer meetings, which is equally perfect for transporting customers and employees as well as tools and building materials, as an “everyday vehicle”, and as a vehicle for weekend activities. Significant markets for business owners are Germany, Great Britain, Australia, and Argentina.
With the X-Class, Daimler AG and the Renault-Nissan Alliance expand their strategic cooperation which began six years ago. This affords Mercedes-Benz fast and cost-efficient entrance to the fast-growing segment of mid-size pickups. In addition, both companies benefit from optimal utilisation of the production capacity. Nissan is the second-largest manufacturer of mid-size pickups with a payload of one ton in the world, and can look back on more than 80 years of experience in producing and marketing these types of vehicles.