It's official: Mercedes-Benz is throwing its hat into the pickup-truck game, with one important caveat—they won't sell it in North America, at least not initially.

That's probably because our conception of what a pickup should be doesn't mesh well with the midsize, quad-cab models that sell very well elsewhere. The global Ford Ranger and Toyota Hilux are great examples of this, and if this concept sketch is any guide, that's the sort of vehicle that Mercedes-Benz will produce.

But while the Ranger and Hilux are decidedly work-a-day vehicles aimed at farmers and the like, Mercedes-Benz wants the as-yet-unnamed pickup to also be a premium vehicle. The Wall Street Journal, on hand to see the unveiling of a clay model of the concept, quotes Mercedes-Benz Vans design director Kai Sieber as saying, "We call it rough luxury." The Vans division is seeing some daylight between car-like crossovers and traditional pickups. Offering a truck in several trims, from base vehicles suitable for contractors to high-end, luxury versions, means Mercedes can cover all their bases.

And of course, they already dabble globally in vehicles that straddle the line between work-grade and luxury. The V-Class and Vito vans serve similar roles: cargo versions are sold alongside luxury executive transport versions. But while it works in Europe, South America, and Asia, it remains to be seen if Mercedes could sell a truck like this in North America in anything but a high-end, luxury trim.

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