MG insists Australians want electric utes despite slow sales

The Australian market for electric utes is small as it stands, but MG claims there's untapped demand as it launches the U9 EV dual-cab Down Under.

Utes have accounted for 157,531 deliveries so far this year to September, or 17 per cent of Australia's total new-vehicle market, with diesel and plug-in hybrid (PHEV) power dominating the powertrain mix.

Electric utes, meanwhile, have struggled to gain traction.

Just over 300 examples of the KGM Musso EV have been delivered since its local launch late last year, while Toyota recorded roughly 300 sales of the HiLux BEV between May and early July, of which fewer than 10 were delivered to private buyers.

Nevertheless, MG believes it can buck the trend with its new U9 EV, a more lifestyle-focused addition to the small pool of battery-powered dual-cabs.

"It's a vehicle that customers here in Australia have been yearning for," MG Australia marketing director Dimitri Andreatidis told CarExpert.

"Our research is certainly saying that customers are excited."

"We've shown this MG U9 EV at the Melbourne motor show this year, as well as Everything Electric, and we have customers specifically asking for an EV ute," added product planning manager Kevin Kou.

"These people surprisingly come from a lot of different backgrounds, but they really specifically want an EV and a ute in the same package. That's what the MG U9 EV offers."

Priced from $78,990 before on-road costs, the U9 EV combines dual electric motors producing 325kW of power and 700Nm of torque with a 102.2kWh lithium iron phosphate (LFP) battery, delivering a claimed 430km of WLTP range.

It can also tow up to 3500kg with a braked trailer, matching the top-selling diesel-powered Ford Ranger and Toyota HiLux, and exceeding the capacities of the electric HiLux BEV (2000kg) and KGM Musso EV (1800-2300kg).

The U9 EV can be charged at speeds of up to 115kW on DC power, allowing the battery to be replenished from 20 to 80 per cent in 42 minutes.

MG believes the potential for lower running costs could further entice buyers away from conventional diesel-powered utes.

"I think it's a great time to be launching an EV ute," Mr Kou said.

"Diesel and petrol prices are a bit of a talking point, and I think people are feeling that pressure.

"I think the MG U9 EV really allows people to consider... the opportunities of charging at home, charging under the sunshine for free."

Japanese automaker Isuzu clearly doesn't share the same opinion, having cancelled plans to launch the D-Max EV in Australia, where the MG U9 EV's twin – the LDV eTerron 9 – has also gone AWOL despite previously being confirmed for local release in early 2025.

“Customers don’t want it,” said Isuzu Ute Australia executive general manager for the managing director and internal audit office, Rod Caldwell, of the D-Max EV recently.

“We’ve got a competitor out there, a big competitor, who’s got a BEV ute and it’s selling about 30 a month. And so probably we think we’d get a third of that. The customers are not looking for that,” he added, referring to the recently launched HiLux BEV.

MORE: Explore the MG U9 showroom