Key official describes prospect of truck as 'an interesting proposition'; would rival upcoming Mercedes-Benz GLT.
25 Jul 2016 | 3943 Views | By Greg Kable, Autocar UK
BMW could join its long-time rival Mercedes-Benz in the growing luxury pickup truck market.
Asked whether rumours suggesting BMW had plans to enter the pickup ranks were on the mark, BMW Australia managing director Marc Werner said: “We are looking at this closely," before adding: "a ute is certainly ...
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BMW could join its long-time rival Mercedes-Benz in the growing luxury pickup truck market.
Asked whether rumours suggesting BMW had plans to enter the pickup ranks were on the mark, BMW Australia managing director Marc Werner said: “We are looking at this closely," before adding: "a ute is certainly an interesting proposition.”
Werner’s comments are the first acknowledgment that BMW is looking at the possibilities of launching a pickup truck.
It was recently revealed that BMW has a new global sales strategy to build more individual market-specific models, which has already produced a new front-wheel-drive 1 Series saloon for selected markets, including China.
Werner, the former BMW area manager for such diverse markets as Japan, Russia, India and South Korea, refused to confirm whether detailed discussions on the possible introduction of a pickup had already taken place at boardroom level. However, he said: “Here at BMW, we are constantly looking at market trends. We are always on the lookout for market opportunities and for further product derivatives that would be suitable for our customers.”
Werner’s comments have added fuel to recent rumours that BMW could broaden its model base to include selected commercial vehicles in the future, as part of joint venture operations with Toyota, whose Hi-Lux pickup sells well in many markets.
Mercedes-Benz shocked its luxury car rivals in 2015 by announcing plans to develop a Mercedes-Benz GLT pickup based on the Nissan Navara.
BMW's lack of expertise in the commercial vehicle market is the main obstacle in the way of a BMW pickup, although the mooted link-up with Toyota could open up new areas of potential growth.
BMW’s success in the luxury SUV market, with models ranging from the X1 to the X6, could also provide it with opportunities to develop a pickup truck boasting greater refinement and performance than that being targeted by Mercedes-Benz, albeit for a higher price.
In 2011, BMW’s M performance division released a series of photographs depicting an M3-based pickup truck as an April Fool’s day prank.
Source: Autocar UK