Ute sales boom
Utes no longer just do the work during the week, getting down and dirty on the weekend for everything from kids’ sport to a family adventure.
It wasn’t long ago when utes were just that: utility vehicles used to carry tools and timber.
Fast forward to 2021, and utes have morphed into adventure machines, family cars and the favoured ride for young blokes who once may have aspired to a Commodore or Falcon.
Ute sales are booming. In the first half of 2021, a record 116,860 utes were sold. More than one in five new vehicles is now a ute.
Blame it on flexibility.
Utes can carry about a tonne, follow a LandCruiser into the bush, tow 3.5 tonnes and pack the family in as a bonus. It doesn’t hurt that they look tough and macho, the sort of cars someone from Brighton or Ballarat would be happy to step out of.
"Over the past decade, there's been a tangible step-change in the perception of the ute," says Ford Australia Customer Pathfinder William Brook.
"Traditionally, it tended to be solely considered as the domain of the tradie - a reliable workhorse intended to get the job done. Now that’s no longer the case, and the ute is universally renowned as a complete companion for a multitude of active lifestyles, catering to families, thrill-seekers, touring empty-nesters and adventurers."
Little wonder we’re on track to buy around 230,000 utes this year, comfortably eclipsing the record 211,285 sales set in 2019.