Von Kuenheim: BMW Will Never Market A Pickup Truck

Cameron Aubernon
by Cameron Aubernon
von kuenheim bmw will never market a pickup truck

BMW owners looking to add a Bavarian-badged pickup will need to look elsewhere, as the automaker has no intention to market such a vehicle.

The declaration comes from BMW Group Asia, Pacific and South Africa senior vice president Hendrik von Kuenheim, Motoring.com.au reports. Von Kuenheim spelled out why utes and trucks will never have a place in his company’s collection:

There is huge potential in pick-ups. In North America you look at the Ford F-150 pick-up it is the best-selling car.

You can do it but then you cannot be BMW. You have to be a different company, but this company is not ready to change from the ultimate driving machine and the ultimate successful company in luxury to a mass manufacturer who goes after the volume of pick-up trucks.

He did acknowledge BMW’s ongoing presence in the crossover/SUV market, as well as the introduction of front-wheel drive and three-cylinder engines to the brand, yet reiterated the fact those moves were accomplished by remaining true to its core values “of joy, dynamics and innovation.”

The proclamation follows an announcement in March by Mercedes of its intent to build a 1-ton pickup based upon the Nissan Navara, set to hit most showrooms around the globe by early 2019 as the GLT-Class.

[Photo credit: Drew Stephens/ Flickr/ CC BY-SA 2.0]

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