MG: Australia hasn't hit ‘peak ute’ ahead of U9 EV launch

Australia hasn't hit ‘peak ute’, according to MG Motor Australia's marketing boss, who says the nation's appetite for dual-cab utes is far from saturated despite comments from his former counterpart at Toyota Australia.

Speaking about the new MG U9 Black Edition, a limited-run version of the brand's Ford Ranger and Toyota HiLux rival, marketing lead Dimitri Andreatidis said there's still growth potential in Australia's ute market.

“No, we couldn't possibly say it has [peaked] when we have this, we have this other product offering that offers a different perspective, a different feature that currently doesn't exist,” Mr Andreatidis told CarExpert.

The MG marketing boss was referring to the upcoming MG U9 EV, due in Australian showrooms later this year, which he suggested will attract new buyers to both electric vehicles (EVs) and the ute segment.

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“So I couldn't possibly dismiss that logically just in terms of looking at the numbers.”

Former Toyota Australia vice president of sales and marketing Sean Hanley told local media at the unveiling of the latest HiLux late last year that Australia had passed ‘peak ute’.

“You’ve heard me say it before, and you’ll hear me say it again, but we believe the ute market has reached its peak,” Mr Hanley said.

The former Toyota executive said Australians were beginning to move away from dual-cab utes – after the HiLux first became Australia's best-selling vehicle in 2015 – towards SUVs instead.

“The ute market … has been pretty much a two-horse race [between HiLux and Ranger], but there are new players continuing to enter the market that I have no doubt will have an impact," said Mr Hanley.

Released in late 2025, the MG U9 is one of those new entrants, with Mr Andreatidis suggesting the electric version will bring new customers to both the EV and ute segments.

“We have this EV and once it's introduced, it's going to open up that category to a cohort of customers who, for whatever reason, haven't wanted to enter the ute market,” the MG marketing boss said.

“They may have this need and want for an EV – and currently there are PHEVs [plug-in hybrid electric vehicles], absolutely – but they have this need and want for an EV.

“The research we've done so far is showing that there are cohorts of customers who are really excited by the prospect of an EV ute.

“Having said that, I think that there's still significant opportunity to grow, because those customers currently don't have – there's no product that fulfils that need.”

A Toyota HiLux EV is also due in Australian showrooms imminently, joining the KGM Musso EV already on sale, though Mr Hanley's comments came before Toyota confirmed its electric ute.

MG Australia is adamant the U9 EV has a strong business case.

“I think you could argue that point: families who cross-shop between SUVs and it's because of the duality and the utility.

“There are families there that would be open and curious and interested and excited by the prospect of being able to buy something that looks as unique as our U9 and has all the creature comforts, but doesn't have the diesel engine connotations.

“That's not a negative thing, because, like, there are families who aren't quite ready to adopt EV, so we will be offering both options.”

Sales of 4x4 utes in Australia rose 4.7 per cent in 2025 to 212,513, with the Ford Ranger once again wearing the title of Australia's best-selling vehicle.

4x2 ute sales dropped 12.1 per cent to 23,101 units, while sales of full-size pickups dropped 17.4 per cent to 8763 units.

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