Mercedes-Benz X-Class ute will be affordable

If you thought Mercedes-Benz's new one-tonne dual-cab ute, the X-Class, will be out of your league, you might need to think again.

Although Merc's Australian executives are steering well clear of declaring the price at which the new ute will enter the local market in 2018, the boss of Mercedes-Benz Vans Australia, Diane Tarr, hinted that it won't make your eyes water.

"We are the new kid on the block coming into a very exciting market, a growing market, and we've got to be competitive," said Tarr.

"With the line-up we've got, from a workhorse through to the high end, we've got to be conscious of a price position that works," she said.

Hinting at a variety of variants including affordable ones, Tarr said there will be more rivals for the X-Class than just the upcoming diesel V6-powered Volkswagen Amarok, which is expected to become Australia's most expensive ute at around $65,000.

We've already reported that Mercedes' X-Class utes will be offered with a premium diesel V6 4WD powertrain and automatic transmissions, and motoring.com.au can now confirm Nissan-sourced four-cylinder petrol and diesel models will be offered in Australia from the get-go in 2018.

That means the Navara's 2.3-litre twin-turbo diesel from Nissan-Renault will also be available and, when paired with 2WD and manual drivetrains, Mercedes is expecting to take on the Japanese brands, not just the Germans.

"For us we certainly are competing predominantly with the likes of Toyota HiLux, Ford Ranger, Volkswagen Amarok and -- who knows -- maybe the Renault Alaskan," said Tarr.

"We haven't set out to position ourselves as the most expensive, and it'll come down to our specifiations and options that we offer."

However, despite all the talk of affordability, a single-cab version of the X-Class pick-up has been ruled out for now, meaning a likely starting price of at least $40,000, if not $50,000.

For the money, the new Mercedes-Benz X-Class will set a new standard in the ute segment with a high level of luxury and several advanced safety features such as radar and ultrasound sensors plus cameras, one of which will be standard on all models.

"As you know Mercedes-Benz will always bring a vehicle with the highest specification of safety and technology. That wont change with the ute, that's our mission to bring that standard of safety to utes," stated Tarr.

Despite the uptick in safety and comfort, MB Australia is clearly negotiating hard on price with head office and the factory in Spain, where Aussie X-Class utes will be built.

"Negotiations probably started a year ago, but it's an ongoing discussion," Mercedes-Benz Australia product communications manager Jerry Stamoulis said.

"It's no different to any other model we sell. The factory need to understand what we're willing to pay, and what we want in the vehicle, that's how the negotiations are.

"Our number one priority will be to bring a product that ticks all the boxes from a Mercedes-Benz perspective, from a market perspective, and competitively priced," stated Stamoulis.

Australia's appetite for high-end utes has exploded in recent years and while Mercedes will enter the dual-cab 4x4 ute market at an affordable price, range-topping models will no doubt cost an arm and a leg.

And unlike other Benz commercial vehicles, such as its vans, you may even see the ute in Mercedes' passenger car dealerships, Stamoulis admitted.

"If you asked every Mercedes-Benz dealer principal, they would say yes, put it in the passenger car showroom!

"We're still working on the exact rollout but I think it will be offered in more than just the van showrooms."

With competitive pricing on the cards and more whiz-bang tech and premo luxury than any other ute on the market, the X-Class has the potential to be a strong seller for the brand in Australia, which has been identified by the German company as one of the ute's most important global markets.

Stamoulis wouldn’t be drawn on sales predictions but agreed the Aussie market is hot for another German-designed ute right now.

"Once we work out specification, pricing and availability then we'll have a better idea. We know the market is strong, we know there's strong appetite for a Mercedes-Benz ute right now."

Despite the immense interest both within the company and from buyers, the local Benz exec said we all need to hold on to our hats before getting too excited about the new ute.

"I think once we see a little bit more of the production version, we'll get a better idea of how it will be positioned. Today we've seen the concept, but we need to wait and see what the production version looks like and what will be available to Australia.

"We've still got a long road ahead of us."

Mercedes-Benz X-Class related reading:
The X-Class could have been an F-150 rival
Mercedes-Benz X-Class ute Reveal and details
AMG version possible
Not just a Nissan Navara
World’s safest ute
Mercedes-Benz X-Class video preview