Truck

Is Mercedes-Benz Coming After The Ford Raptor?

The two trucks would be very different but could be priced similarly.

The clock has apparently started ticking on whether or not Mercedes-Benz will bring its new truck to the US market. Steve Cannon, the company’s US CEO, spoke with Automotive News and said the decision will be made by the end of the year. He also dropped some information on what a roll-out of the truck in the United States would look like. About 10,000 units would be available per year so that each of the automaker’s 372 dealerships would have a fair stock.

Although the Mercedes-Benz pickup was officially approved for Australia, Europe, Latin America and South Africa, you have to think that a crack at the US truck market would be too tough to pass up. While luxury trucks may seem like a small market, remember that folks very willingly dropped almost $50,000 to grab a Ford Raptor. Granted the Raptor is designed to do different things, like go off-road. It's also a full-size truck and Mercedes-Benz is making a mid-size. Still, Ford seems to have made the business case that people are willing to spend large sums of money on niche trucks.

Regardless, Mercedes will have to remember that it’s making a truck, not an SUV with a bed, if it hopes to win over American consumers and sway folks away from other similarly priced offerings.

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