BMW Australia is pleading with the German automaker to produce a pickup to rival the Mercedes-Benz X-Class.

During a rather eye-opening interview with Car Advice, BMW Australia boss Marc Werner said that the automaker simply cannot ignore the demand for pickup trucks, particularly in markets like Australia and various others in South East Asia, Africa and South America.

This isn’t the first time BMW has commented on its interest in creating a luxurious pickup truck. However, these latest comments reveal a certain urgency within executives of the brand who believe such a vehicle needs to be produced sooner rather than later.