- Dec 13, 2004
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Daimler AG Chief Executive Dieter Zetsche said the German auto maker will be participating in the global light-pickup truck market by the end of 2017, with the company’s Mercedes-Benz unit becoming the latest premium brand to try expanding into a segment that traditionally appealed to blue-collar buyers.
Mr. Zetsche, speaking in Stockholm on Tuesday in a webcast presentation, said the auto maker is eager to fill a hole in its lineup with a midsize truck that is smaller than the big pickups popular in the U.S. He said the midsize pickup truck segment is poised to increase 40% by 2025 and is among the “most attractive targets” in the world.
The auto maker expects buyers to be more accepting of the pickup body style as an everyday-use “lifestyle” vehicle due to advances in engineering that make them more comfortable, increased efficiency and carry more carlike attributes, Mr. Zetsche said.
Daimler had earlier outlined plans to joint-develop a pickup truck with the Renault SA/Nissan Motor Co. alliance, and had shown sketches of the vehicle. Mr. Zetsche’s presentation included two brawny “X-Class” concept trucks intended to show the company’s attempt to blend the company’s luxury heritage with a pickup truck’s rugged stature.
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