Exaggeration mixed in with a healthy dose of hyperbole.
Mercedes-Benz is clearly very proud of its X-Class ute, a vehicle that it reckons will pave the way for luxury utes and service a (niche) market that’s been left unaddressed for far too long (in their opinion). Their marketing department has clearly been working overtime finding new an innovative ways to push the X-Class in as many directions as it can, with its latest efforts culminating in this latest advert, dubbed ‘Follow.’
Built on the bones of the Nissan NP300 Navara, the Mercedes-Benz X-Class aims to offer a premium driving experience balanced with the durability and usability of a ute. Significant reworking under the skin and under the bonnet means that it’s definitely poised to deliver on that promise, and the X-Class should come packed to the brim with the very latest safety tech from the German manufacturer, with things like active brake assistance, autonomous emergency braking, lane-keeping aid, traffic-sign recognition, and blind spot warning. These will likely only feature in higher-end models and miss the entry-level ‘Pure’ trim altogether, as Mercedes-Benz will likely do everything in its power to chase a 5-star EuroNCAP safety rating (the Navara only gets 4).
This latest advert is part of a campaign developed between Mercedes-Benz and agency Lukas Lindemann Rosinski, with the ad itself directed by Jan Wentz. It claims to “combine the typical characteristics of a pickup with the strengths of a Mercedes-Benz,” though last we checked, neither a Merc nor a ute had people chasing after it in this sort of manner. The ad supposedly suggests that all who behold the new X-Class will be enchanted into becoming a follower, though at the time of writing, the verdict is still out there insofar as us being turned into sheep.
The X-Class debuted in July to great fanfare, with plenty of interest in the model in key markets like Argentina, South Africa, Britain, Germany, Brazil, and New Zealand, as well as Australia. It’ll hit the market in a sole dual-cab ute guise, aimed almost directly at the same end of the market as the Volkswagen Amarok (though it’s obviously better than, because Mercedes). It failed to capture the imagination to some degree however, as we’d expected a more dramatic design being put forward by the German marque given how receptive the market was to the X-Class Concept. Guess that’s just how things go.
What we know thus far is that the X-Class will be available at launch with a range of four- and six-cylinder petrol and diesel engines, with the X220d and X250d putting out 120kW and 140kW respectively, along with a 122kW petrol motor that’ll feature only in select markets. There will be a V6 diesel joining the range later in 2018 that’ll put out something around 190kW, which will put its power to the ground via a seven-speed automatic transmission mated to their proprietary 4MATIC all-wheel drive system.
The styling continues to divide opinion, but the demand for it is undeniable. Local dealerships have reported astounding levels of interest in the premium ute, with buyers clearly unperturbed by the established proposition of a Volkswagen Amarok V6. Prices in Europe are expected to start at a whisker under $55,000.
You can check out our previous article where we featured the X-Class claiming to ‘liberate’ its drivers here, and you can read our launch report on the 2018 Mercedes-Benz X-Class here. And if you’re not a fan of the X-Class, you can read BMW’s opinion on the matter here.
For more information on Mercedes-Benz, check out our Showroom.
