Mercedes-Benz has announced that it intends to launch a new pickup model – a first for the brand – before the end of the decade.

The company says that growth in the worldwide mid-size pickup segment is currently being driven both by demand from commercial users that these vehicles should have increasingly car-like road manners, and by a rising number of private customers choosing a pickup for their every-day vehicle.

Mercedes says they intend to bring their traditional brand values to the segment, which they identify as safety, comfort, power-train technology and value.

The new Mercedes pick-up will be developed to initially target customers in Latin America, South Africa, Australia and Europe, all of which are likely to demand a strong sense of practicality and reliability.

The development is being led by Mercedes-Benz Vans division, currently responsible for models such as the V-Class and Vito, among others.