Mercedes X-Class and Renault Alaskan didn’t succeed on the European market
- The Renault-Nissan group had multiplied rebadged versions of models within its brands range, such as the Dacia rebadged Renault, the Dacia rebadged Lada, the Samsung rebadged Renault, the Renault rebadged Nissan, etc ... These rebadged models have not always had a good commercial career.
- The rebadging of the Nissan Navara pickup is a good example: Daimler became a partner of the Renault-Nissan group a few years ago and several projects were announced and materialized at the time, such as the rebadging of the Renault Kangooto Mercedes Citan and the rebadging of the Nissan Navara to Mercedes X-Class. At the same time, the rebadging of this same Nissan Navara to Renault Alaskan was decided. The idea was that proposing the Navara pickup under multiple brands would increase sales of this model.
- In fact, this was not the case as the three pick-ups together reached a volume of 61,000 units in 2017, 59,000 units in 2018 and 47,000 units in 2019. The year 2020 records even lower sales volumes but mainly due to the coronavirus crisis. The Mercedes X Class has thus totalised 20,621 sales in three years and the Renault Alaskan 4,217 sales, while the Nissan Navara recorded 142,479 sales over the same period. The results show that the Mercedes and Renault pick-ups were unsuccessful, and that customers relied on the original model.
- The two carmakers have therefore decided to stop the production of these two pick-ups this summer in Barcelona, the Nissan Navara continuing to be produced until June 2021, when this plant will close. These three models were produced in this factory.
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