Mercedes Thinks Americans May Want a Luxury Pickup - Wired
Mercedes-Benz is making a pickup truck, and it thinks Americans might want in. The first vehicles this plan brings to mind are Cadillac’s Escalade EXT and Lincoln’s Blackwood and LT. Despite Americans’ ravenous appetite for pickups, these luxury... The Escalade EXT was discontinued in 2013, after a decent run. Do Americans actually want a Mercedes-badged truck. “There’s a global need for pickups, and we’ve decided that we’re gonna get into that space,” says Steve Cannon, CEO of Mercedes-Benz USA. Mercedes wants to increase sales, and it’s got the necessary global distribution network and name recognition. But Mercedes is evaluating whether it wants to sell the pickup in the US, and says if it does, it will be a luxury vehicle, not a ute. Considering the lackluster history of Lincoln and Cadillac’s luxury pickups, Germany’s foray into the segment seems questionable. Who wants a luxury pickup. Cannon says it’s not crazy: He sees neighbors in swanky Greenwich, Connecticut driving what he calls full-size “lifestyle pickups”—and thinks they might want something a bit smaller and more extravagant. Mercedes may be best known for luxury sedans and sports cars, but it’s. Source: www.wired.com
