Mercedes-Benz X-Class Pickup Succumbs to Daimler’s Chopping Block
Thanks to recalls, high sticker price and low sales, Daimler announces that the world’s first premium midsize pickup will be cut.
In the midst of the midsize pickup truck competition, Mercedes saw the opportunity to add something to their lineup that would stand as direct competition to other popular trucks on the market. These would be trucks by Chevy, GMC, and Toyota. While the intentions were pure, many would argue the process was rushed and the result was very expensive. With most scenarios, anything that’s rushed comes some cringe-worthy misses. It’s sad to say, but the X-Class was no exception. Daimler, the parent company of Mercedes, Mercedes-Benz, AMG and others, announced with heavy hearts that they will remove the X-Class from their lineup.
Adding insult to injury, more than a handful of recalls effectively benched the X-Class from the competition after the truck hit sales lots in 2017, as said by Michael Gertser for Automotive News Europe. The most dangerous and popular being a footwell light that would come loose and become stuck behind the brake pedal. The constant fixes and cost of production proved too much for Daimler, hence the pledge to axe the X-Class. Additionally, after issues with their diesels meeting smog regulations and Takata airbag recalls, the most cost effective move would be to pool resources generated by cutting production of the X-Class, and focusing efforts on remedying those blemishes.
Plans for X-Class Expansion, Muted
Originally, the premium truck was to be sold in Europe, South Africa, and Australia. There were plans to sell the truck in South America, given that Daimler has a plant in Argentina, but decided against it once the profit predictions came back muddy. Taking a gander at the North American market and taking note of the truck sales still revolving around full-sized pickups, Mercedes left Americans guessing. Which may have been a mistake, since mid-sized truck sales are steadily rising. That may have dealt a huge blow to possible sales for the X-Class.
Low Sales for the X-Class
Despite the large backing behind the luxury brand, only a little more than 16,000 units were sold in the original targeted countries combined. South Africa was particularly excited for the pickup, as Gerster noted the popularity of trucks in the region.
“Right from the start, the X class was unable to live up to expectations,” notes Gertser. “Its price, starting at 37,294 euros in Germany, was too high. Competition is fierce in its segment, in which VW Amarok and Ford Ranger also compete.” For the sake of comparison, a quick Googling of what 37,294 euros would be in US dollars equals to $41,999.38. Which, for a midsize truck is asking a lot – even with the inclusion of a diesel powered, turbocharged V6 (or a mileage-friendly turbo inline 4) and permanent AWD. Those two factors definitely set it apart from the Ranger or the Amarok, or any other current midsize pickup, but for consumers it just doesn’t justify the price.
Bad news aside, it means good things for regular MB enthusiasts. It means that without the problem child X-Class absorbing production and recall funds, Daimler will be better able to maintain the high level of both quality and luxury seen in their vehicles. So, while it’s sad to see a potential game-changer leave the midsize pickup truck game, it means more time to make great cars even better.
Maybe next time, Mercedes-Benz.
Photos: Daimler Global Media Site
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