BMW has been toying with the idea of entering the pickup truck market for years but has ultimately decided against it. According to Bernd Körber, the senior vice president of BMW brand and product management, a pickup truck doesn’t align with the essence of the BMW brand. He believes that BMW should focus on creating niche models that truly embody the brand’s identity.
Mercedes-Benz came to a similar conclusion and discontinued its X-Class pickup truck after just three years. Even Audi, while showcasing a concept with a truck-like cargo box, hasn’t released a production-bound truck. This seems to indicate that luxury automakers are finding it challenging to break into the pickup segment.
However, BMW does recognize the growing popularity of rugged off-roaders like the Land Rover Defender and the Toyota Land Cruiser. While BMW doesn’t have the same off-roading heritage as Land Rover, they are considering offering buyers a more outdoorsy alternative to their existing SUV lineup, which includes models like the X3 and X5.
While this is just an idea at this stage, it highlights the fact that the trend towards rugged vehicles has become a global phenomenon. Körber believes that there is a strong market for a more off-road capable SUV with global appeal.
If BMW does decide to move forward with this concept, it is speculated that they would create a more off-road capable version of an existing model rather than designing a standalone nameplate. For example, they might introduce a jacked-up X5 with beefier tires rather than a G-Class-like SUV built from scratch.
At this time, there is no confirmed timeline for when BMW will make a decision on this matter. However, it is clear that they are carefully considering their options and exploring ways to cater to the growing demand for rugged and adventurous vehicles.