Following several reports about an entry into the pickup truck segment through a collaboration with the Renault-Nissan alliance, BMW Group’s arch-rival Daimler officially announced in March this year that it is introducing a new pickup trick under the Mercedes-Benz Vans brand before the end of the decade.
While it is common for the other two Germans to follow the third into a new niche, such is not the case this time. Citing a conversation with the Group’s Senior VP of Asia, pacific and South Africa, Hendrik von Kuenheim, a new report from Motoring.com.au suggests that BMW won’t make a pickup, ever.
Mr. Hendrik acknowledges the huge potential in the pickup truck segment in North America giving the example of the very successful Ford F-150 and that BMW has broken traditions in luxury car business by foraying in the SUV segment with the X5 in the ’90s, and how last year, the company launched its first front-wheel drive vehicle – the 2-Series Active Tourer. However, a pickup is a pickup, something that doesn’t suit the brand’s core values of joy, dynamics and innovation, he indicates.
A pickup by functionality is a utility vehicle, no matter how greatly a company designs it for luxury, it will remain a utility vehicle. The Senior VP concludes confirming the company’s disinterest in the segment expressing strongly that one wouldn’t like a BMW being used for transport of goods or sheep for instance.
BMW did reveal a pickup truck called the M3 Pick-up on April 1, 2011, but as an April Fool’s joke.
BMW M3 Pick-up (BMW’s April Fool’s joke) – Image Gallery