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Amarok ute is the ‘new premium’

VOLKSWAGEN Australia says its new generation Amarok can offer premium SUV buyers a different perspective on the subject of luxury in response to entertainment needs.

The brand is offering a range of five models, including a pair of top variants, the off-road-focused Panamericana (from $75,990 plus on-road costs) and the road-ready Aventura model, priced at $79,990 la + ORC and rides on 21-inch wheels, leather upholstery and a choice of a petrol turbocharged four-cylinder or a turbocharged V6 diesel.

Data provided by VW Australia shows that buyers are also willing to spend a lot of money on their Amarok ute.

The percentage of buyers buying premium Amarok has increased from 58% in 2020 to 78% in 2022. Furthermore, the current ordering bank – which has around 2000 pre-orders – shows a bias in favor of the parameters. Technically leading diesel versions, including the slightly more affordable Style with the V6 diesel.

That seems to be in line with the assertions of Albert Kirzinger, head of design at Volkswagen Commercial Vehicles, who said GoAuto The approach with the new generation Amarok is to fill a gap in the market that is opening for a premium commercial pickup, but not one that is trying to be an SUV.

“What the new Amarok can do, it’s very easy on the terrain. Yesterday, I posted a photo of the new one, next to the Touareg,” he said.

“For me, it’s great to see two cars side by side on the road and I say, ‘Okay, I think our pickup is the new premium’.

“I think you can talk to customers – they want that power. And here is something new. We’ve had great success with the existing one, with the V6 engine, and even in major European towns, as a status symbol.

“But now we have really achieved our goal of competing with such cars (like the Touareg). This is new. No one (other) can do it.”

Mr. Kirzinger points out that he doesn’t want to make the new Amarok look too much like a car or SUV, and needs to avoid that approach because it would be too easy to achieve something purposeful and masculine if existing brand.

“Even with that, and with its honest design, and this new understanding of how to make a car that isn’t classic ‘automotive styling’, this is still something new. This is premium, both ways – as a machine and as a premium car it’s great – I’m really proud,” he said.

“Analyze what is happening after all these years, and we have had time. It’s not an old car, an existing Amarok. So we had our own place.

Mr. Kirzinger appeared to have passed a pair of Ford Rangers and Everests, both of which look almost identical from the front.

“It’s part of my job, and I told myself I wanted to find some new unknown territory,” he explains.

“Yes, there is a market need to say, yes, okay, let’s make it more ‘automobile’, and try to somehow be like an SUV, and… I believe that’s not the case. is the right way, because you can’t achieve it, so why do it? And you do it because it’s the easy way.

“It’s okay to make cars like that, but I believe I can do better, I can do it my way.”

Volkswagen Australia Commercial Vehicle Manager, Ryan Davies, says GoAuto that while the brand would love to see an Amarok ute themed SUV, aka the Everest, the agreement between the brands has not allowed that kind of product to materialize.

“Do I want to see it? Correct. Will we see it? Are not. It’s not in our sights. In the early stages of the partnership, it was out of scope – and it is still out of scope,” he said.

“So unfortunately, that’s where we are, and we have to maximize what we have with Amarok and take our (ute) market share. It accounts for a fifth of the total market in Australia.”

The next-generation VW Amarok lineup is also expected to bring more appeal to car buyers, with a stronger focus on aftermarket and total cost of ownership, not to mention new features. Improvements in the level of safety technology offered across the range of vehicles.

VW and Performance Garage Walkinshaw Automotive is also set to collaborate on the next-generation model, further consolidating the range with more premium, premium options for buyers.


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