New ute brand on the way

The ute market is going to get an unexpected entrant in the next few years. This week Mercedes Benz announced its intention to introduce a ute on the world market in the next few years. The new ute will be handled by the current van section of the global vehicle maker.



“The Mercedes-Benz pickup will contribute nicely to our global growth targets,” said Dr. Dieter Zetsche, Chairman of the Board of Management at Daimler and Head of Mercedes-Benz Cars Division. “We will enter this segment with our distinctive brand identity and all of the vehicle attributes that are typical of the brand with regard to safety, comfort, powertrains, and value.”


The ute segment of the market is seeing a continuing evolution as they are no longer sold, purely, into the the working section of the market. more and more utes are seen as a leisure vehicle and used as the family car. Mercedes Benz have seen the relative success of the VW Amarok and will be getting on board the ute market ride.


“As part of our ‘Mercedes-Benz Vans goes global’ strategy, the pickup is the ideal vehicle for the international expansion of our product range with a newly developed model,” said Volker Mornhinweg, Head of Mercedes-Benz Vans.


The new Mercedes-Benz says the ute will initially be targeted at markets in Latin America, South Africa, Australia, and Europe.


“We can perfectly serve customers looking for a vehicle that offers a high level of utility and at the same time has the comfort, safety, and design of a Mercedes-Benz passenger car,” said Mornhinweg. “We will design our brand’s first pickup according to this recipe for success.”