Holden Prepares To Euthanize The Ute

Derek Kreindler
by Derek Kreindler

2016 will be a pivotal year for Holden’s Commodore-based Ute. Declining sales and shifting production capabilities could mean that the traditional Aussie Ute could become extinct, as both the Commodore and Ford Falcon Utes die off.

While the Falcon is slated to die within the next three years, Holden is at a crossroads regarding the Commodore. Executives from the Australian GM outpost have issued vague statements about a global platform for Australia, which could very well be a front-drive layout – if Holden even sticks around to build cars in its home country.

Ute sales have been decimated by an influx of mid-size pickup trucks built in Thailand, where labor costs are significantly cheaper. Auto makers can also take advantage of a free trade agreement to import Thai-built vehicles with zero duties. By contrast, Australia, where Utes are manufactured, is a much more expensive country to build cars in, and has seen its domestic auto industry nearly wiped out due to cost concerns.

Sales of the redesigned Commodore and its variants are up 15 percent year-to-date, but Ute sales have fallen 31 percent in the same period. While over 100,000 Thai built pickups have been sold so far this year, just 4100 Holden Utes and 3500 Falcon Utes have been sold in 2013. Trucks like the Toyota HiLux, Nissan Navarra, Ford Ranger and Holden’s own Colorado dominate Australia’s best-selling vehicle list, with the HiLux selling 40,000 units in 2012 – double that of the Holden Ute’s best year ever in 2004.

A combination of a boom in mining and a desire for a more practical family car has spurred sales of the Thai-built trucks. Unlike the two-seater Utes, the Thai trucks have four doors and two rows of seats as well as four-wheel drive, making them a replacement for station wagons and other utility vehicles.

For all the talk of the Ute being an icon of the Australian motor industry and its supposed desirability among enthusiasts, the cold reality is that nobody wants this car. And until that changes, it is on an inevitable death spiral.

Derek Kreindler
Derek Kreindler

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  • CJinSD CJinSD on Oct 31, 2013

    Toyota used to build a version of the Tacoma that was quicker around a road course than a 350Z. It was pretty silly and had a small market, but it wasn't as silly as these things were.

    • See 6 previous
    • DenverMike DenverMike on Oct 31, 2013

      @BAF0 - You're obviously on the wrong website, as much as you keep bringing up Penis. But having a 34 gallon tank and equal or greater MPG than midsizers does give me outstanding range. Good point, BAF0!

  • Pacificpom2 Pacificpom2 on Oct 31, 2013

    This is the end of Holden as a manufacturer of indigenous designed cars. When the Commodore dies, and it will, it will take the rest of the industry with it. Toyota's local supplies won't be able to survive with just one buyer, and, as everybody points out, it's just too expensive to manufacture in Australia goods that can be built elsewhere a lot cheaper. When this happens Holden will be left building the Cruze from fully imported parts. The will not be a second line building the next gen Commodore replacement. In fact I cannot see the Holden assembly line surviving the Cruze. Holden will join every other manufacturer to become an importer. So the 2017 line up will be Barina, Cruze, Malibu, Captiva, Colorado 7, Caprice from China or Cadillac, Camaro/Corvette. Mini Cruze, Big Cruze, AWD Cruze. People carrying truck, Chinese built stretch Commodore or a Cadillac. Son of Commodore (Camaro) or Corvette. Enjoy, Australia you have just been homogenised!

    • See 9 previous
    • Big Al from Oz Big Al from Oz on Nov 01, 2013

      @Pch101 There's a huge market for American cars? Your heavily protected and subsidised full size pickup market has huge global potential? What about your muscle cars and even Caddies? Tell me what are the most successful cars in the US that aren't protected? Are they global platforms? You really are what we call in Australia very 'One Eyed'. People like yourself, DiM/Mikey, DocOlds, etc are destroying what America once represented. You guys are the protectors of a new form of politics, I'm going to term it 'American Socialism' the 'anti-progressive political party. Almost sounds like the UAW's anthem. Sounds worse than 'Chinese Capitalism', Commrade.

  • Kjhkjlhkjhkljh kljhjkhjklhkjh *Why would anyone buy this* when the 2025 RamCharger is right around the corner, *faster* with vastly *better mpg* and stupid amounts of torque using a proven engine layout and motivation drive in use since 1920.
  • Kjhkjlhkjhkljh kljhjkhjklhkjh I hate this soooooooo much. but the 2025 RAMCHARGER is the CORRECT bridge for people to go electric. I hate dodge (thanks for making me buy 2 replacement 46RH's) .. but the ramcharger's electric drive layout is *vastly* superior to a full electric car in dense populous areas where charging is difficult and where moron luddite science hating trumpers sabotage charges or block them.If Toyota had a tundra in the same config i'd plop 75k cash down today and burn my pos chevy in the dealer parking lot
  • Kjhkjlhkjhkljh kljhjkhjklhkjh I own my house 100% paid for at age 52. the answer is still NO.-28k (realistically) would take 8 years to offset my gas truck even with its constant repair bills (thanks chevy)-Still takes too long to charge UNTIL solidsate batteries are a thing and 80% in 15 minutes becomes a reality (for ME anyways, i get others are willing to wait)For the rest of the market, especially people in dense cityscape, apartments dens rentals it just isnt feasible yet IMO.
  • ToolGuy I do like the fuel economy of a 6-cylinder engine. 😉
  • Carson D I'd go with the RAV4. It will last forever, and someone will pay you for it if you ever lose your survival instincts.
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