The pickup truck market is a difficult one to crack, especially in the United States. Americans view their trucks like a slice of apple pie or baseball—they’re an identifier of culture.
And each court has its backers. There are Chevy fans, GMC fans, Ford fans and Ram fans. But Mercedes-Benz and pickups? That’s like bratwurst and a slice of pie. Still, the brand is gearing up to launch its first-ever X-Class pickup truck.
The video above, which is pretty over the top for a vehicle teaser, teases the forthcoming X-Class pickup truck without giving away too many details. It’s public knowledge the truck will ride on the Nissan Navara’s platform, what North America knows at the Nissan Frontier.
The X-Class will go on sale in Europe, Australia, South America and South Africa next year, but the brand is still mulling over a North American introduction, likely due to the reasons laid out above. Pickup truck owners are hard to flip, and rarely do Chevy owners defect to Ford, Ford to Ram, you get the idea. Swaying a Chevy/GMC truck guy or gal to Mercedes-Benz’s court may prove difficult.
Or it may open up a different kind of pickup segment.