BMW considers ute, slams Mercedes-Benz X-Class

BMW has given consideration to producing a ute but such a model would be unlike the ''appalling'' Mercedes-Benz X-Class, according to BMW Group's senior vice-president of Asia-Pacific and South Africa Hendrik von Kuenheim.

Speaking to Australian journalists at the Frankfurt motor show this week, Mr von Kuenheim took aim at Mercedes' Nissan Navara-based entrant in the pick-up segment by comparing its interior to that of the US-market Ford F-150.

“When you look now at our German competitor from Stuttgart, I think that the product is appalling,” he said.

“You would have expected something more serious. This is, for me, and I listened to yesterday some of your (media) colleagues from other countries (saying), ‘Oh that’s very cheap, very plasticky, not very much Mercedes-like,' what you would expect?”

Questioned about the possibility of BMW fielding a ute competitor, Mr von Kuenheim said future products are reliant on the development of segments over time, while he recalled the objection to SUVs within the company before it eventually released the volume-selling X5.

“I remember very much the heated discussions, the heated discussion 20-some years ago when an SUV (was considered): does it fit BMW? Now we have an X1, X2, X3, 4, 5, 6, 7 and who knows what else is coming. The market and the customer demand is changing.”

Mr von Kuenheim confessed there are few pick-up markets, adding that despite the brand's heavy investment in electrified vehicles and autonomous technologies, it was presently “only making money on traditional petrol and diesel cars”.

Therefore, he highlighted the importance of prioritising these projects, with a ute currently sitting lower down on this scale for BMW.

“So you need to prioritise yourself. What do we want to do? And from all the priorities … the pick-up is maybe not number one or number two priority.”

Mr von Kuenheim revealed he has a photo of a pick-up, among several other things, on his phone cover as a prompt to advance this agenda with upper BMW management, which partly comes in reaction to BMW Group Australia's push – led by chief executive Marc Werner – for a ute to be added to the carmaker's model line-up.

“Marc is fighting for this very hard, and every six months my team is making me a new phone cover,” he said. “It’s … what’s going on in my region. Just to remember always what is the priority in my region, and there is a pick-up on my phone cover just to remember when I am talking to the board, these are my priorities.”

Mr von Kuenheim confirmed BMW has looked into how a ute could be engineered, but reiterated that the company would not mimic Mercedes' efforts with the X-Class.

“I am well aware that BMW engineers have looked into detail what it takes,” he said.

“I saw the car (X-Class) obviously in Geneva. I was actually disappointed, very disappointed. They can do better. They build fantastic cars, but this one it was a disappointment.”

While Europe is not a substantial market for utes, Mr von Kuenheim said key individuals within BMW are keen to see a pick-up hit the road.

“There are … a lot of people at BMW, and now I leave you in the doubt, they say before they retire they would like to have a pick-up to go into retirement. One of those is big financial honcho, but right now not the number one priority,” he said.

“For Australia, it is important, no question about it. I acknowledge very clear.”

Back on April Fools' Day in 2011, BMW unveiled an M3 pick-up show car, but Mr von Kuenheim's comments are the first indication that the carmaker is taking a serious look at the segment.

At the end of day, the question is really does it fit to the brand or not, or are we stretching the boundaries here.

At the Frankfurt motor show this week, BMW whipped the covers off its X7 concept, providing a preview of the competitor it will field in the upper-large premium SUV segment. A future ute is likely to adopt a similar look, if it eventuates.

Mr Werner said it was “not necessarily” a requirement to offer a pick-up in the range, while such a product would have to stay true to the BMW brand.

“At the end of day, the question is really does it fit to the brand or not, or are we stretching the boundaries here. And I still believe doing a pick-up, it has to be the right fit to the brand,” he said.

“We speak about BMW and obviously it is all about performance, it is about agility, luxury. So it would have to be a BMW typical interpretation of a car. Not what we are currently seeing in the market. It has to stand out.”

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