Mercedes-Benz PickupMercedes-Benz has confirmed it will launch a double cab pickup before the end of the decade – taking premium brand diversity to another level. 

The luxury German brand will go up against models such as the Mitsubishi L200, Toyota Hilux and Ford Ranger with the new midsize pickup, which will be sold in Latin America, South Africa, Australia and Europe.

The firm’s doing it because it believes there is strong sales potential in the pickup market. “The Mercedes-Benz pickup will contribute nicely to our global growth targets,” said Dr. Dieter Zetsche, Daimler AG chairman and head of Mercedes-Benz cars.

“We will enter this segment with our distinctive brand identity and all of the vehicle attributes that are typical of the brand with regard to safety, comfort, powertrains, and value.”

It’s not the first time it’s done this, argues Mercedes-Benz. Two decades ago (two decades!), the M-Class became the first premium SUV and “completely redefined the segment”.

It hopes to do the same with its new double cab model – particularly as buyers are now using such vehicles more for private use than commercial use, and thus demanding more car-like features.

“We can perfectly serve customers looking for a vehicle that offers a high level of utility and at the same time has the comfort, safety, and design of a Mercedes-Benz passenger car,” said Volker Mornhinweg, head of Mercedes-Benz Vans.

“We will design our brand’s first pickup according to this recipe for success.”