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BMW: ‘X-Class Has No Class – We Could Do Better’

BMW's Asia Pacific chief, Hendrik von Kuenheim, has labelled the new X-Class pickup by rival Mercedes-Benz as “appalling”, saying BMW would take a different approach should it ever decide to build a ute. But the issues for a new BMW


BMW's Asia Pacific chief, Hendrik von Kuenheim, has labelled the new X-Class pickup by rival Mercedes-Benz as "appalling", saying BMW would take a different approach should it ever decide to build a ute.

But the issues for a new BMW pickup - and there are several - begin immediately after that statement.

Firstly, should the German carmaker join the ever-growing commercial pickup market, a tug-o-war could see BMW Australia's desire for a dual-cab-style ute overruled by the US market and its preference for extra-large pickups.

Next, while Mercedes-Benz's X-Class is sharing its platform with the Nissan Navara, BMW would prefer its ideal pickup to be sportier and more car-like than the workhorses that characterise the dual-cab market.

“When you look now at our German competitor from Stuttgart [Mercedes-Benz], I think that product [X-Class] is appalling,” von Kuenheimer said. “You would have expected something more serious … not very much Mercedes-like.”

BMW Australia would be thrilled should head office choose to build a ute, and the local arm is leading the charge to convince management that the plan is viable. 

“The market and the customer demand is changing,” said von Kuenheim.

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