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View Poll Results: If they existed, would you buy a full size European luxury pickup truck?
Yes 12 27.91%
No 31 72.09%
Voters: 43. You may not vote on this poll

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      02-03-2021, 10:26 AM   #1
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If they existed, would you buy a full size European luxury pickup truck?

Let's forget the Japanese for a bit when it comes to full size pickup trucks that could actually haul 8,000-20,000 pounds. (There are some like Toyota and Nissan)

Would you buy a luxury full size truck from Audi, BMW or Mercedes?
(No, I didn't forget the Unimog but it's more in the commercial segment of the market and not really geared towards luxury)

With GM, Ford and Chrysler selling full size luxury trucks in the $60-$90K price range what would stop the European makers from tapping in this lucrative market?

Would you, as a more demanding enthusiast pay a few thousands more for prestige, better fit and finish and bragging rights?

Mercedes did partner with Nissan to make this tiny pickup truck that's neither capable nor luxurious and it never made it to the U.S.

Are luxury buyers too snobby to buy a luxury truck that's capable of doing real work?
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      02-03-2021, 10:39 AM   #2
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Not sure this would be able to do any "real work" but it'll get you to work real quick

https://www.google.com/url?q=https:/...jptGOpx1PMeJ_d
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      02-03-2021, 10:43 AM   #3
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As the owner of an F350 I would love to see the Europeans attempt to make the equivalent. Competition is always a good thing!

Last edited by robertm; 02-03-2021 at 11:53 AM..
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      02-03-2021, 11:57 AM   #4
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I voted no, but in the future with electric this and that, things can certainly change.

It seems to me that modern BMWs are designed to be thrown away after about 100,000 miles, that wouldn't work in the truck market.

Mercedes is doing will with the sprinter vehicles, they are not typically 'luxury' items (at least from the factory, there are certainly some nice conversions out there), but that is where they would need to start to break into that market.
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      02-03-2021, 11:59 AM   #5
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Not sure about the towing capacity though...

Edit: Damn it, Chappers 71 beat me to the punch
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      02-03-2021, 12:07 PM   #6
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Quote:
Originally Posted by KenB925 View Post
Mercedes is doing will with the sprinter vehicles, they are not typically 'luxury' items (at least from the factory, there are certainly some nice conversions out there), but that is where they would need to start to break into that market.
That's right, Dodge is part of the Daimler group so they are already here.





And they're crap!
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      02-03-2021, 12:10 PM   #7
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Originally Posted by freakystyly View Post
That's right, Dodge is part of the Daimler group so they are already here.

And they're crap!
Dodge is under Stellantis (formerly Fiat Chrysler Automobiles before PSA Merger). Daimler sold off Chrysler 14 years ago.
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      02-03-2021, 01:49 PM   #8
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I wasnt clever enough to be able to download & post a pic from my kindle, thanks

A guy I used to work with had a Holden SS-V 6.0 V8 ute, it was rather....lively
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      02-03-2021, 03:57 PM   #9
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I'd rather see them put out a small truck or even a car-based ute like others have posted, since there is no domestic equivalent for that at the moment.

I don't think European fullsize trucks would sell very well here. The kinds of people that buy top trim half tons don't see a German badge as prestige anyway. I say this as an owner of a diesel F-250 that get's shit from my "truck friends" for even owning a BMW too.
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      02-06-2021, 09:23 AM   #10
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So 15 years ago Lincoln sold their version of the F150. No one can argue that Ford's F150 is a bad product, so a luxury version should have sold well. It didn't. Before the Lincoln LT there was the Blackwood; it was a sales flop as well.
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      02-06-2021, 11:08 AM   #11
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Quote:
Originally Posted by Efthreeoh View Post
So 15 years ago Lincoln sold their version of the F150. No one can argue that Ford's F150 is a bad product, so a luxury version should have sold well. It didn't. Before the Lincoln LT there was the Blackwood; it was a sales flop as well.
Also the always forgotten Cadillac Escalade EXT. Honestly nows a good time if any to bring these trucks back, there's definitely a market for luxury trucks, just look at how expensive the big 3 have gotten.

A coworker of mine picked up a new F150 Hybrid Limited. The truck was $80k Its incredibly luxurious for a truck, but I know for a fact he won't be hauling anything other than air and groceries.
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      02-06-2021, 11:30 AM   #12
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Quote:
Originally Posted by stein_325i View Post
Also the always forgotten Cadillac Escalade EXT. Honestly nows a good time if any to bring these trucks back, there's definitely a market for luxury trucks, just look at how expensive the big 3 have gotten.

A coworker of mine picked up a new F150 Hybrid Limited. The truck was $80k Its incredibly luxurious for a truck, but I know for a fact he won't be hauling anything other than air and groceries.
I think that's the point. What would BMW/Mercedes/Audi do that tops your friend's new F150? If Ford still has the King Ranch trim, it gets no more luxurious than that. BMW has no platform for a pickup. I guess the X5 could be used and to do a Honda Ridgeline copy (unibody pick up). The higher trim level American pickups are used for horse life. Well-funded folk live the horse life, and buy luxury items to support that lifestyle.
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      02-06-2021, 11:35 AM   #13
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Quote:
Originally Posted by Efthreeoh View Post
Quote:
Originally Posted by stein_325i View Post
Also the always forgotten Cadillac Escalade EXT. Honestly nows a good time if any to bring these trucks back, there's definitely a market for luxury trucks, just look at how expensive the big 3 have gotten.

A coworker of mine picked up a new F150 Hybrid Limited. The truck was $80k Its incredibly luxurious for a truck, but I know for a fact he won't be hauling anything other than air and groceries.
I think that's the point. What would BMW/Mercedes/Audi do that tops your friend's new F150? If Ford still has the King Ranch trim, it gets no more luxurious than that. BMW has no platform for a pickup. I guess the X5 could be used and to do a Honda Ridgeline copy (unibody pick up). The higher trim level American pickups are used for horse life. Well-funded folk live the horse life, and buy luxury items to support that lifestyle.
I definitely agree there, not much else they could do other than replace some plastic with leather, or add some more styling. I believe the Ram even has air suspension for added luxuries.

I was more so saying Cadillac or Lincoln could have success in doing a luxury truck that is above their F150/Silverado, more so than the Germans. If a Blackwood were to come back, I think it would have a bigger market than it did 15-years ago, but like you said, the King Ranch and Platinum trims are pretty much that without the luxury badge.
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      02-06-2021, 11:48 AM   #14
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Quote:
Originally Posted by stein_325i View Post
I definitely agree there, not much else they could do other than replace some plastic with leather, or add some more styling. I believe the Ram even has air suspension for added luxuries.

I was more so saying Cadillac or Lincoln could have success in doing a luxury truck that is above their F150/Silverado, more so than the Germans. If a Blackwood were to come back, I think it would have a bigger market than it did 15-years ago.
I'm not sure about Lincoln and Cadillac, but its an expensive proposition to test. An $85K King Ranch doesn't leave much room for Lincoln to base a product on Ford's light truck line. Any engineering investment to differentiate a Lincoln Mark LT from a King Ranch, say a by adding 10L V10 that would require Federal crash testing and the logistics to support a new trim level and engine configuration, probably wouldn't make an economic business case. The Germans have no lower-tier corporate badges that compete with their luxury products, where as GM and FoMoCo do. If the Germans were to spend the capital to introduce luxury pickups, it might be considered a sales success simply because there are no lower-line models to compare to. I think MB would have the best chance since they actually make real trucks; BMW and Audi don't.

I went shopping for the Blackwood years back when Lincoln was giving them away because no one bought them, I dropped the idea because I couldn't see throwing 4x8 sheets or gravel or dirt in the bed. I had a F150 in work truck trim (i.e. below the XL trim ) at the time.
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      02-06-2021, 12:16 PM   #15
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How about an option for possibly? Iím not a fan of Ford, but between their lease rates/discounts and the 3.5 Eco for towing our boat, it is the best option for us over Chev, Dodge and Toyota. Iím anxiously waiting to see what the new Tundra has to offer.
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      02-06-2021, 12:31 PM   #16
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Would definitely consider it depending on features and price.
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      02-06-2021, 06:16 PM   #17
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I just threw up a little.
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      02-06-2021, 09:05 PM   #18
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No. Pickups are the only segment where an American company, to wit: Ford, has the most credibility.
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      02-07-2021, 11:36 AM   #19
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Quote:
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No. Pickups are the only segment where an American company, to wit: Ford, has the most credibility.
Considering that I drive a Raptor (wife has the X5 M50i), no, I wouldn't consider a truck from Mercedes/BMW/Audi for a second. I don't see them coming close to matching this
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      02-07-2021, 11:51 AM   #20
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I'm not loyal to any brand so I would certainly consider one, however I voted no because I simply don't think they could come out with a truck that would compete with the American trucks simply because they have not been making them for as long as the Americans have.

Also if there is a need for ultra high luxury trucks, wouldn't it be easier for the American brands to come out with a Lincoln or Cadillac truck instead?
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      02-07-2021, 12:03 PM   #21
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No, my priorities in a vehicle are how fun it is to drive with a proper dose of luxury/build quality. Trucks are ungainly behemoths and unnecessarily large in my opinion. I don't have a boat or anything else that would requiring hauling. The newest Ram and upper trim Ford trucks are luxurious for trucks, but they still suffer from typical American cheap materials in places and so-so build quality. I suppose the Germans could add in this area.

A couple trucks like Raptor and TRX pull at the child in me, but I couldn't bring myself to spend that type of coin on a truck.
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      02-07-2021, 01:07 PM   #22
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Remember the Lincoln Blackwood? Sorry for the visual reminder.

The Ford King Ranch, Lariat and other top end packages are well equipped with niceties. Probably not as refined or ďspecialĒ as an MB interior but with a truck I would be looking at the entire package. Interior, gadgets, powertrain, reliability, fuel consumption and letís not forget towing and hauling.
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