I’m on the wrong side of 50. My boys-weekends are now more Sauvignon Blanc than Beer. A big night is more likely to be staying up past 9pm reading a good book than drinking all night at the local bar.
So what’s a man to do when his addiction to comfort and style leaves him feeling emasculated. The answer… BUY A 4WD UTE (pickup for those of you outside Australia).
2018 will see the Australian launch of the Mercedes Benz X-Class 4x4 Ute. It will be pitched at the likes of Ford’s Ranger but it comes with that unmistakeable 3-pointed star on the front end. And all the sophistication it promises.
It remains to be seen how it will fare but I think it’s a stunning piece of strategy. Mercedes have realised that not everyone who drives a ballsy ute aspires to a mullet.
As a design exercise the Mercedes X-Class is sublime. Somehow they’ve managed to capture all the testosterone of an offroad monster and squeeze it into an Armani suit.
It will shout “I’m a SNAC (sensitive new-aged caveman)” to anyone who sees you in it.
I just bought a ute… I really did… it’s a Mitsubishi Triton. I love it but oh how I wish the X-Class was already on the market.
The brand marketer, designer and emasculated outdoorsman in me wants one.