Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

Amarok Gets Naked; Campaign Has Buyers Looking beyond the VW Badge

Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

Amarok Gets Naked; Campaign Has Buyers Looking beyond the VW Badge

Article excerpt

2015 4x4 Ute Sales Figures

1. Toyota HiLux 25,939

2. Ford Ranger 23,436

3. Mitsubishi Triton 20,795

4. Holden Colorado 15,963

5. Nissan Navara 12,272

6. Isuzu D-Max 11,301

7. Mazda BT-50 8680

8. Volkswagen Amarok 7630

9. Toyota LandCruiser 6544

10. Others (6 models) 1443

By IAIN CURRY

SO, did you guess right? The skeleton frame of a ute ploughing through the Outback with the advertising teaser inviting you to Guess the Naked Ute.

As far as ad campaigns go it certainly piqued our interest. VW said in the first week of the Naked Ute campaign it received more than 1.7 million views on Facebook and more than 800,000 on YouTube.

As we now know, it was the VW Amarok stripped to its bones in the commercials doing its down and dirty stuff. But why? Well, VW is a relatively new player on the ute market with its Amarok (it arrived here in 2010) and is still trying to convince ute buyers it can mix it with the more established players, and it's often just preconception preventing shoppers from considering a VW-badged ute.

If we look at sales figures for 2015, the Amarok had a 5.7% share of the 4x4 ute market and 2.3% of the 4x2 market. That places it behind the Toyota HiLux, Ford Ranger, Mitsubishi Triton, Holden Colorado, Nissan Navara, Isuzu D-Max and Mazda BT-50.

So, VW stripped an Amarok of its exterior body panels and its non-essential cabin pieces, meaning no seat cushioning, carpets, sound deadening, door panels or trim, and certainly none of that modern nonsense like infotainment and climate control. The alloys were binned too.

The result was something actually very sexy. Like a ute extra from Mad Max: Fury Road, with its bare metal structure on show and old-school round headlights giving a purposeful and menacing style. You want tough? …

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