New Mercedes E-Class All-Terrain and X-Class Pickup

Papa’s Got A Brand New Bag

Crossovers are at fever pitch across North America and quickly spreading overseas. And Mercedes is determined to get its part of the market share. Debuting this past spring was the all new Mercedes-Benz E-Class All-Terrain. It’s essentially an E-Class wagon with higher ground clearance, some off-road styling elements, and a 4MATIC all-wheel-drive system.

The new model seems poised to compete in an expensive niche market against the likes of the Audi All Road Quattro and the Volvo V90 Cross Country. It’s a touring vehicle in every sense of the word. Attractive to the type of buyer who wears $300 driving moccasins with slim-fit pastel chinos and has the type of vacation time necessary to actually go “touring.” (The rest of us jealous humps will have to settle for the similarly wagon-esque, exceptionally practical Subaru Outback.)

The new model is more a crossover for Mercedes customers, than a Mercedes-version CUV for the masses. So, it’s no surprise that so much of it seems unchanged from the E-class Estate. It’s posh and sophisticated–descriptions generally unexpected from something labeled All-Terrain. But it has loads of space, smooth handling, a strong diesel engine, capable all-wheel-drive, and intuitive and user-friendly high-tech. It really does carry many of the hallmarks of a useful, although uber-luxurious, overlanding vehicle. But don’t get too attached. As of yet Mercedes has no current plans to bring it stateside. (Though our northern friends will get a limited version).

Mercedes: Fortune Favors the Bold

Speaking of sparkly new things that won’t be coming to America, Mercedes is upping the ante further by announcing its entry into the mid-size truck market with the all new X-class pick-up. It is built on the Nissan Navara platform which is also unavailable in the States. The X-class will hit a small, but slowly growing sector– luxury pickups. More customers are using their trucks as daily drivers rather than strictly work vehicles. Therefore a pickup that can make an impression at both the stone quarry and a friend’s wedding has a substantial place in today’s market. There’s no doubt this model will set standards in the segment, as we expect nothing less from Mercedes. And it’ll be interesting to see its effect on the competition.

Regardless of the modern tendency for work vehicles to perform double-duty, Mercedes is still taking a risk. As Bloomberg points out, they’re stretching their luxury reputation, “betting that upscale car buyers are ready for an open-bed hauler with leather seats, oak trim and Autobahn handling.” With America’s truck market being so full-size oriented and super competitive, it makes sense that Mercedes is choosing to take this gamble on their home turf first.

Whether you love the new designs or hate them, one thing is clear: Mercedes-Benz is willing to push its comfort zone to attract new sales. The All-Terrain and X-class may seem like unnecessary additions in two already-crowded segments. However, their popularity could have a real effect on the growth of branding strategies like the car-based crossover and the luxury pickup. Heck, maybe we’ll even start seeing a few here “touring” and “hauling” in the States.

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