The pursuit of ute customers

[flappist]

The Pursuit is a model that has me somewhat perplexed. It was not particularly successful in a market that teems with high powered utes such a SS, Maloo and of course XR6 Turbo and XR8.

I remember driving the first one that came out and for a shot time considered it instead of my GT-P but the low tech interior put me off. A couple of years later the BFII Super Pursuit was released. A huge step up from the Pursuit it had everything I wanted except by then the F6 was out and although it was much quicker than the V8s it suffered from the same "basic" interior as the Pursuit so I bought a F6 sedan. For me the most important factors in driving a car are performance and interior comfort and technology but obviously this in not the case for most as in FPV the basic GT has been the top seller and the XR utes and SS holdens are all quite basic.

The Pursuit and SP had more than enough performance for most people and look pretty good so why did they not succeed?

Was it the lack of GT badge?
Was it the price?
Was it the ute culture with its fairly strong pro holden bias?

Now we have the GS ute with the 315kw 5.0 litre engine but everything else basic as in the previous XR8. It is a bit ironic that the most powerful ute ever has the lowest level of braking capability but I am sure FPV marketing have a plan.

[4Vman]

The Pursuit is a model that has me somewhat perplexed. It was not particularly successful in a market that teems with high powered utes such a SS, Maloo and of course XR6 Turbo and XR8.

I remember driving the first one that came out and for a shot time considered it instead of my GT-P but the low tech interior put me off. A couple of years later the BFII Super Pursuit was released. A huge step up from the Pursuit it had everything I wanted except by then the F6 was out and although it was much quicker than the V8s it suffered from the same "basic" interior as the Pursuit so I bought a F6 sedan. For me the most important factors in driving a car are performance and interior comfort and technology but obviously this in not the case for most as in FPV the basic GT has been the top seller and the XR utes and SS holdens are all quite basic.

The Pursuit and SP had more than enough performance for most people and look pretty good so why did they not succeed?

Was it the lack of GT badge?
Was it the price?
Was it the ute culture with its fairly strong pro holden bias?

Now we have the GS ute with the 315kw 5.0 litre engine but everything else basic as in the previous XR8. It is a bit ironic that the most powerful ute ever has the lowest level of braking capability but I am sure FPV marketing have a plan.

FPV have said they dont see their future in utes, they have said it doesnt help their image and the way they want the brand portrayed.

The GS ute has sold ok but you cant compete with the discount SS ute with the GS.

I dont know what the answer is, ive allways viewed utes as work horses.

Interestingly im told HSV are yet to sign off on a Maloo past VEII..... Interesting times ahead for both brands.

[galaxy xr8]

I suspose it was a lot harder for FPV to market their product compared to the HSV, as I see the Ford ute as a "work horse" and it's history has shown just that with it's seperate cab/chassis and suspension, where as the HSV was alligned closely to it's counterpart's in the sedan's and was seen as a "sport's" "showpony" style of ute which would attract alot more consumer's.
Maybe Ford/FPV needed to change their approach to the ute segment ?, I don't know but that is how I seen it.

[Grum]

I've always been a ute kinda guy (VZ, XR8, HZ now XR8) they just seem to match my personality and suite my needs.

For me, it has always been a real peeve that Ford keep treating the Ute market as either a bogan market or just the unloved younger brother of the sedan. There has never been a ute in the Ford range that I have been 100% happy with. Mainly due to it always lacking features or options offered on other models, which is crazy considering the front half has been the same as a sedan since the AU.

I have to give credit to Holden with the VE ute. You can really see that they sat down and spent some time and money designing a ute that would meet their market (better storage, better tub dimensions/features and the ability to option a ute to the same spec as a sedan equivalent. If I had to go buy a ute right now, I would most likely end up with a VE MKI Maloo. The only thing that would change this is if I could buy a 335kw ute package and tick a few more options.

Ford only have them selves to blame. The ute market is in 95% of cases the bloke market, more often than not tradies and or outdoors-men (just look at Fords ute tv add's). These are the guys who want all the fun features and all the options sitting behind a big V8. Purely a wank and a case of mine is bigger/better/faster etc than yours. Something that Holden have been winning for years. Ford's reply has been to stick their head in the sand, can the XR8 and ute variant, drop support for the V8 Brute Utes. No wonder they get flogged in the sales figures.

[TICK4D-TAS]

When i was ready to purchase my ute, the Pursuit and Super Pursuit were gone. Hence i went for the F6 as i wanted a full FPV, not the GS 1/2 FPV/ 1/2 Ford XR. (No disrespect to GS owners, this is just my opinion)

When buying the F6, it annoyed me that i had to pay extra for floor mats, colour screen and dual zone climate control. These are all standard features on the sedan. Another thing is WTF cant they get the ABS/ESC correct so that if you choose the 6pot front bembos on a ute then you get the rear 4pot. Becuase of this reason i didnt tick the box.

I think the price of the utes was a factor in sales, i know the F6 was nearly 10k dearer than a 50th anniversary XR6T ute at the time, maybe if it was only 5k then more would have sold?? To purchase a FPV ute, whether it was a Pursuit, Super Pursuit of F6, you had to be very committed in wanting an FPV to accept that you were gettting screwed over in features. Maybe this played a roll in the sales?

[EATHSV]

To me an XR6T ute is enough, I can't justify the extra $$$ for a 'premium' FPV product. While Tims F6 is very nice I would've bought an XR and pocketed the change. I've never been a fan of FPV bodykits since the BA, but think the FG XR series looks fantastic.

[Perko]

I think that the Pursuit maybe hasn't sold to expectations for a few reasons. The styling for the FG ute I don't think is a nice as the B series. I must admit I do like the new front end on the FG II ute but the rear end just doesn't do it for me. The tyre package just always seems to be underdone. If I was in the market for a new 2WD ute then I would definitely look at the GS. Would like if it had XR8 badges but that is maybe another thread and has been done to death. In contrast I think that Holden did a great job with the VE I but have dropped the ball with the VE II HSV. I think that a well styled FPV would certainly stack up well.

FPV should be a premium brand and sometimes I think that the styling is not aggressive enough. I would like the GT to be more aggressive with the front end. I personally like the interior, powerplants and mags. I just think that some of the exterior styling could be more extroverted.

Would I buy a Pursuit today? To be honest, no. But I wouldn't buy a Holden or HSV either. The GS would suit me fine and if I hadn't spent so much on my BA then I would be down at Ford putting a deposit on one now (when some second hand ones hit the market then that may change). So that maybe the reason why the Pursuit isn't sold. Maybe the numbers aren't there or maybe it is not relevant anymore. I would love to see a GS with a premium interior but I honestly don't know whether I would upgrade from a GS to do it.

[T-WINGS]

I actually own a FG PURSUIT Ute 09 manual model and it's on LIQUID INJECTED LPG , and apart from a couple of issues this really is a great ute ....Performance is spectacular on both petrol and LPG ....I have towed cars and go karts with no fuss and I like the uniqueness of them being a limited build. Being a LIVE axle is a tonne of fun as I drive it everyday with gusto.
It has now travelled 71000 ks and rides really well with the factory 19 in wheels .....I participated in a drive day last year at Eastern creek with FPV and showed a few other drivers up with it being on LPG ...
I have owned falcon utes for almost 30 years so this is just evolution....started out with an 250 XA ute.....so I like the look and it suits my business and driving style ... I am happy that they don't make the Pursuit any more....makes mine a little more unique...Have had plenty of VE SS R8 Maloo owners give me the thumbs up as it does draw some attention ...lol.......PS Like the new site....well done to all involved.

[MisterAU]

Hiya Martin .... good to see you on board.

I reckon Tim has it spot-on. Ford try to keep the ute down in price and therefore skimp on features when compared to the sedan brothers. By the time you option it the way they should be built you are ending up at another level of vehicle in which the ute then cannot compete.

[gary vann]

dosnt have to be a gt clone , just a few more options for thoes that are willing to spend a bit more to get something a bit more special , i was going to order a new gs ute in july but i just cant help feeling it isnt good enough yet ,