01:05 31-05-2026

The pickup BMW refuses to build is haunting the internet again

A new BMW X10 Pickup concept is making the rounds, and it exposes a hole in the lineup Munich keeps ignoring. Could it really challenge GMC, Ram and Cadillac?

BMW has spent years pretending pickups don’t exist — and now a fresh render is making the rounds, and it’s hard to look away. The BMW X10 Pickup concept shows what a flagship truck from Munich could look like: large, expensive, with SUV proportions and a character built not for the dirt, but for status.

The idea practically writes itself. In the United States, the pickup stopped being a workhorse long ago and turned into a premium product. BMW already has everything for a move like this: large SUVs, the xDrive all-wheel-drive system, potent inline-sixes, V8s and hybrid setups. From that arsenal you could assemble a worthy rival to the top versions of the GMC Sierra and Ram 1500, encroach on the status turf of the Cadillac Escalade IQ — or try to pull off what Mercedes-Benz failed to with the X-Class.

But reality is colder than any beautiful render. BMW has never confirmed a production X10 Pickup, and the company’s top brass have repeated the same line for years: a pickup falls outside the brand’s DNA. The logic is clear. A truck that’s too working-class would dilute the premium image. A truck that’s too expensive and lifestyle-driven risks ending up as a niche toy, even by American standards.

And yet the very appetite for concepts like this says a lot. Buyers have long accepted that luxury can be tall, heavy and practical. If Rolls-Royce sells the Cullinan and Mercedes builds the Maybach GLS, the idea of a BMW pickup stops looking absurd.

For now the X10 Pickup remains a fantasy, not a product. But this is one of those rare cases where an unofficial concept speaks louder than some actual premieres: it points straight at a gap in the lineup that BMW stubbornly pretends not to see.