Utes in the Outback
Aussie ute owners have taken brand loyalty into the twilight zone. You’re either a Ford man or a Holden man
Posted: 23 Apr 2013
It's a brand-loyal passion unmatched anywhere else in the motoring world. But it's under threat. That passion is fading, the tribes disbanding.
The once-mighty Commodores and Falcons have emerged as two broken and punch-drunk old boxers in their autumn years, endlessly recalling their former glories. Nobody buys them. The cars that topped Australian sales charts for decades (in the Fifties, four out of 10 cars sold in Australia wore a Holden badge) are now routinely toppled by Mazdas or Toyotas. Even the working utes are being replaced by Nissans, Toyotas or, gasp, Great Walls. Driving a V8 is frowned upon. Diesel is in. Efficiency is in. Displacement is out.