Less than two weeks ago, Daimler and its Mercedes-Benz division announced a new premium-level pickup truck by the end of the decade. The pickup is aimed at the Latin American, South African, Australian and European markets, where a midsize pickup is already a good seller for Ford Motor Co. (NYSE: F) and Volkswagen.

The good folks at TopSpeed have taken the news and run with it to the point that they have created a computer-generated design of what the pickup could look like. TopSpeed has also estimated a base price tag of $30,000 for the 2020 model. Our own estimate ran higher, based on similar vehicles from General Motors Co. (NYSE: GM) and Toyota Motor Corp. (NYSE: TM) that are sold in the United States.

But TopSpeed is looking at the price of a Ford Ranger — no longer available in the U.S. market — in an overseas market at a base price of around $23,000. VW makes a midsize pickup for non-North American markets that carries a base price tag of $30,000. If these are the competitors for consumer dollars, then this is where Mercedes may have to price the pickup. We still think the company will want to emphasize its premium value with a higher price and some additional features.

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The U.S. midsize pickup segment sold just 32,145 units in March and nearly half of those were Toyota’s Tacoma. The all-new Chevy Colorado, the Nissan Frontier and the GM Canyon sold virtually all the rest. Honda Motor Corp.’s (NYSE: HMC) Ridgeline sold just 77 units in March. Year to date, the Tacoma outsells the Frontier and Colorado combined (but just barely).

Here’s how TopSpeed envisions the Mercedes pickup:

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