Mercedes-Benz X-Class not just a lifestyle ute

The segment-busting Mercedes-Benz X-Class has been launched in Australia, where 13 versions of the first luxury dual-cab ute are now on sale priced between $45,450 and $64,500 (plus on-road costs).

While the top-shelf X 350d V6 will top the range at close to $80,000 later this year, for now the Mercedes-Benz X-Class line-up comprises three trim choices, two engines and a level of style and safety equipment not seen before in this class.

Despite the seemingly hefty price tag, trade and rural buyers are swelling demand for the high-class hay-hauler.

Mercedes-Benz Vans Australia product and marketing chief Sabine Wagner said the majority of interest has so far come from beyond the urban fringes.

“So far we have seen interest from a lot of different customers, with over 9000 people registering their expression of interest so far,” said Wagner.

“In talking to customers throughout the journey we know we’ll have customers from all different sectors – private, family and adventure buyers and so on – but also there’s a strong interest from trade buyers, company owners and increasingly from rural areas.”

Wagner said two-thirds of expressions of interest have come from rural areas, with 40 per cent of those identifying as a trade or commercial buyer.

Surprisingly, the three-pointed star marque says 69 per cent of interest has come from non-Mercedes customers, and that demand for stylish, car-like utilities is unsatisfied in Australia.

“It’s an interesting insight for us and we’re really pleased at the balance of interest [in the X-Class],” added Wagner.

“As with any new product in the market it was important to talk to the customer and see what their wants and needs are, and it appears that those needs are changing.

“Of course this segment continues to want functionality and robustness, but buyers are increasingly interested in interior and exterior design, in passenger-car-like driveability and safety features.”

Wagner admits the X-Class doesn’t come cheap, but says customers are already expressing an interest in not only ordering a personalised ute from factory, but accessorising their X-Class to meet their needs.

She said nearly 50 per cent of demand had been for the premium model grade and offered anecdotal evidence showing many buyers are prepared to spend up to $80,000 for their particular X-Class.

“Of course that leads to a bit of a price tag, but we feel that’s where the segment is heading,” she continued, adding that Mercedes-Benz is working hard to ensure the needs of its rural customers are also well catered for.

“Our dealerships, especially in the country areas, have a great relationship with our customers, and it’s been interesting to see where the demand lies.

“We’ve observed other newcomers like the Amarok arrive in the market and have also conducted our own market research to know exactly what our customers wants and needs are.

“We are now working with our dealers to expand their reach, and in rural areas especially we are looking to grow the service and parts-only dealer network to ensure we have the right level of coverage and support,” she concluded.

Wagner’s sentiments were echoed by Mercedes-Benz Vans Australia’s head of public relations and corporate communications Blake Vincent, who said the lead-up to the X-Class’ arrival Down Under had been an eye-opener.

“Developing the X-Class has given us a real insight into how big a part utes play in Australian culture, and how much the market has changed,” Vincent said.

“More and more the ute is becoming a ‘dual-purpose’ vehicle that’s used for work and commercial applications, and for private use and leisure – and that’s where the demand from the market for passenger car comfort, driveability and features comes into it, and we think the X-Class embodies that well.”

The Mercedes-Benz X-Class becomes available nationally tomorrow.