The real question should be why are Mercedes planning on investing in building a Pickup truck. The answer is simple, its all about increasing volumes and therefore sales. Mercedes is advancing plans of manufacturing a Pickup truck and plans target Europe, Australia, South Africa and Latin American territories. Its difficult to say who Mercedes will be targeting and whether their Pickup Truck will follow the company’s road car division “premium road map” with regards to its product development. However the mustachioed Daimler CEO Dieter Zetsche indicated last week. “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.” Mercedes want to increase their global competitiveness and are prepared to enter markets traditionally dominated by larger volume manufactures such as Toyota, Mitsubishi and Suzuki. Volkswagen already offers the Amarok Pickup and Mercedes has probably been keeping an eye on its sales performance. Mercedes have identified that more and more people are buying Pickup trucks for lifestyle purposes as well as mainstream commercial applications. Mercedes is locked in a battle with its premium car competitors, BMW and Audi sit above them in the global sales charts and all three seem to be developing more ranges just to sell more cars irrespective if there is demand or not. But there does seem to be demand and Mercedes hopes it can also emulate Ford and General Motors whose Pickup truck sales are attributable to 90 percent of pre-tax margins. The American market is dominated by Pickup trucks, three out of the top four selling vehicles were Pickups, the Ford F150 followed by the Chevrolet Silverado and the Ram 1500. So the initial question as to whether you need a Mercedes Pickup truck has been more or less answered, where there is demand and a chance to increase sales then there is always justification.