Mercedes-Benz X-Class Pickup Doesn’t Live Up Daimler’s Expectations

Mercedes-Benz X-Class image

The Mercedes-Benz X-Class turns out to be unsuccessful despite expectation of its maker. The demand for this model is low amid its high price and competition.

When Daimler launched the Mercedes-Benz X-Class in 2017, it hoped this midsize luxury pickup truck would be a hit and boom the global market.

Unfortunately, sales of the model are disappointing. Because of the profit slump, Daimler has been seeking to drop the X-Class and reduce costs.

In February 2019, the company gave up the plans to produce the pickup for South America at a Renault-Nissan factory in Argentina.

Earlier this month, Daimler once again cut its profit forecast to redirect more money for solving other matters, such as the diesel emissions regulatory issue and recalls related to Takata airbags.

Being a part of Daimler-Renault-Nissan cooperation, the Mercedes-Benz X-Class shares the platform with the Nissan Navara and Renault Alaskan. Currently, the automaker builds it at Nissan’s plant in Barcelona, Spain.

Last year only 16,700 units of the X Class were globally sold, excluding North America, where the model is not marketed, and including Europe, South Africa, and Australia. Well, such a level of sales leaves much to be desired.

From the very start, the Mercedes-Benz X-Class is considerably pricier than its closest rivals in the competitive midsize pickup segment.

With the cost of €37,294, it’s hard for the X-Class to rival cheaper offerings, such as the Volkswagen Amarok (from €25,720 in Germany), for example, or the Ford Ranger priced below €24,000.

Moreover, several recalls, in particular, a footwell light issue, also affected customer choice.

Source: Automotive News

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