Along with bullet trains, Green Tea Kit Kats and live airings of BBC television programming, the new Mercedes-Benz X-Class pickup truck won’t be available in America any time soon. And just like the latest episode of “Doctor Who,” there would appear to be healthy demand for the Mercedes X-Class. Equipped with up to 405 pound-feet of torque and a max towing capacity of 7,700 pounds, the truck offers plenty of muscle while bringing something new to a growing market.
Yet the combination of consumer preferences, trade tariffs and lofty pricing all erode the business case for bringing the midsize truck to the U.S. even as pickups have been among the fastest growing segments over the past several years.
Americans want trucks, and expensive ones at that. From 2012 to 2016, the average transaction price of a midsize pickup truck increased by 25.2 percent to nearly $32,500, according to market research firm J.D. Power.
Pricing is another issue. The X-Class will debut with a base price of €37,294 in Germany, the equivalent of $43,000 in U.S. currency. Pricing would likely be changed to around $35,000 to reflect U.S. tastes if it came to America, Schuster said.