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BMW Rules Out Pickup Truck But A Rugged Offroader Still An Option

Key Takeaways

  • BMW’s senior VP stated a pickup truck doesn’t align with the brand’s image.
  • BMW is open to building rugged, niche vehicles.
  • Despite interest in rugged cars, BMW won’t be following the boxy styling niche just yet.

BMW may have introduced a pickup truck concept in 2019 based on the X7, but it seems like it won’t be reaching reality anytime soon. In an interview with BMWBLOG, Bernd Koerber, senior vice president of BMW Brand and Product Management, Connected Company, ruled out the possibility of a pickup truck being added because it doesn’t fit with the carmaker’s image. This contradicts with a statement from Domagoj Dukec, head of BMW Design, last year, who said that the luxury pickup truck segment is something that BMW was looking at.

“I think a pickup truck is beyond the brand. In principle, I would say for a brand like BMW to differentiate, to make cars that are dream cars that really bring out the essence of BMW, we need niche models,” said Koerber.

Which Niche Models?

Koerber mentioned BMW needing niche models that would make a difference, which we take to mean low-volume cars like the 3.0 CSL and the not-for-production Z4 shooting brake. However, the Munich-based automaker isn’t ruling out rugged vehicles to battle the likes of the Land Rover Defender and Toyota Land Cruiser, considering their popularity that has been spreading worldwide. Just don’t expect a rugged BMW with a bed like the X7-based pickup truck it created in 2019.

“Rugged is an interesting trend because it has moved from the US, South Africa, and Australia phenomenon into a global phenomenon,” Koerber told BMWBLOG.


BMW Boss Confirms Confusing Names Will Be Changed

Should the company go even further?

Not Joining The Boxy Niche

A rugged BMW is definitely something worth watching for, but don’t expect BMW to join the boxy, off-roader niche just yet. The report stipulates that BMW isn’t keen on a “me too” strategy. Instead, we can expect rugged versions of its current SUVs, or SAVs in BMW speak, such as the X3 or X5.

For now, the closest thing one could get to a rugged, boxy BMW are the Ineos Grenadier and Grenadier Quartermaster, which are both available to purchase in the US. Both are powered by a BMW inline-six engine, with the former already sold out for 2024.

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