Grey nomads drive ute sales

Grey nomads are helping drive the rapid growth of imported dual-cab pick-ups in Australia.

Sales of one-tonne pick-ups, or utes, have doubled since 2006 and these one-tonne, predominantly dual cab workhorses are now the second biggest-selling type of new vehicle behind small cars in this country.

Loaded with passenger-car style creature comforts to go with seating for five adults, dual-cab utes are an increasingly attractive option for family and recreational buyers.

The fact many dual-cab utes

now boast the highest towing capacity for those on a regular driver’s licence – 3500kg – is also appealing, as is sharp pricing of around $50,000 or less for many top-spec variants.

It's a great time to buy one too, with five new or updated ute models announced for 2015, including the top-selling Toyota HiLux, Ford Ranger, Nissan Navara, Mitsubishi Triton and Mazda BT-50.

One of the more popular ‘grey nomad’ options, Mazda’s BT-50 recently received a mild facelift and equipment upgrades including a new 7.8 inch touchscreen and reversing camera on higher grades.

Following the industry trend most BT-50 utes with their passenger car-like styling are sold in the more expensive dual cab, 4x4 configuration popular with grey nomads.

Mazda says private buyers comprise 56 percent of the 1100 or so BT-50 utes sold each month, up from 30 per cent when the current  BT-50 was introduced in 2011, and higher than the 44 per cent average of the overall ute market.

“We’re already getting more than our fair share of that (grey nomad) segment,” said Mazda Australia boss Martin Benders at the launch of the updated BT-50.

“If any of you drive around the country you’ll see many vans being towed by (the BT-50).

“As utilities have improved with comfort and handling to become more passenger car like, that’s also driven the private buyer interest, but in the overall segment small business and fleet buyers remain the largest buyers,” he said.

To cater further to RV owners, Mazda has added Hema off-road mapping (a $295 option) on sat-nav equipped BT-50s, as well as a first-in-class Redarc in-dash electric brake controller ($515), to the list of more than 100 factory accessories available for the BT-50.

On average every BT-50 sold in Australia is fitted with five factory accessories, with the most popular, a tow bar fitted to 90 per cent of utes. Other popular options include a soft tonneau cover, 17in alloy wheels, steel bull bar, black sports bar, front seat covers, and spot lights.

“Our success to date has been strongest with private buyers, like grey nomads towing their vans around the country, and to a lesser extent smaller fleet, and you’d have to acknowledge both those groups have a keen eye on value,” Benders said.

As a result, Mazda is targeting its latest ‘one tough office’ advertising campaign for the BT-50 firmly at tradies, in stark contrast to Holden’s recent 'Bloody caravanners' TVC for the latest ute-based Colorado 7.