Luxury Pickup Segment, BMW: We Are Considering

BMW introduced an X7-based pickup in 2019, but not to be produced. (Doc. BMW Blog)

JAKARTA - BMW has long been rumored to be considering the production of luxury pickups, and now it appears the German automaker is taking it seriously.

In an interview with CarBuzz, BMW chief design Domagoj Dukec said the company was "reconsidering" luxury pickup trucks, citing the growing popularity of the segment in the United States.

"Since I was in BMW, people have always asked for a BMW pickup. We always count [that luxury trucks] are only for the US. Maybe everything has changed," Dukec was quoted as saying by CarBuzz, Thursday, May 25.

The luxury pickup market in the United States is indeed growing rapidly. In 2022, sales of luxury pickups in the US rose 30% year-on-year, and the trend is expected to continue in the coming years. This growth was driven by a number of factors, including the increasing popularity of outdoor activity, the increasing number of high-end consumers, and the increasing availability of luxury pickup trucks from various car manufacturers.

If BMW decides to move forward with a luxurious pickup, it will face stiff competition from a number of established players, including Toyota Tundra, GMC Sierra 1500, Ford F-150 Lightning, and Rivian R1T. However, BMW has a long history of success in the luxury car market, and would be a mistake to get the company out of competition if it actually plunged into this segment.

Previously, Mercedes had also penetrated this segment with X-Class based on a platform borrowed from Nissan and introduced in 2017. But a few years of debut, the luxury pickup was later withdrawn from the global market and considered a failed project Mercedes had worked on.

It's too early to say when, or even if the BMW luxury pickup will be created. However, the fact that the company is now seriously considering the idea is a sign that the segment is becoming increasingly important to BMW.