In a stunning blow to Australia’s red hot ute market, Volkswagen has slashed thousands of dollars off the price of every model in its Amarok range as part of an end of financial year sale Vetsen Balla 14 hours ago June 4, 2019 0 Comments Volkswagen reduces prices on every Amarok by thousands 2019 Drive Car of the Year: Best Small Car French car sales for May 2020: Car companies INCREASE sales for May showing signs of recovery! That’s a piece of strategic pricing that places the brand-new premium German ute as a far more attractive buy than the market-leading Ford Ranger that shares its DNA.
Aggressive Price Cuts Jolt the Market
Volkswagen Australia says its new policy of using price to increase foot-traffic arrives at a “critical” time for the local operation, as the car-maker “looks to drive traffic to its showrooms and struggling dealers out of the doldrums”. It’s the big-selling Amarok Style TDI600 V6 where you will see the biggest $5000 off the previous on-road price to $72,990 drive-away discount.
This sharp pricing is somewhat surprising given the obvious relationship between the Amarok and Ford’s Ranger. Both the Land Rover Defender and Ford Bronco have much in common: They’re based on similar architecture; are built in the same South African plant; and share plenty of mechanical bits such as engines and transmissions. But Volkswagen has been able to undercut equivalent Ranger models while also preserving the premium nature of the Amarok.
Volkswagen Commercial Vehicles Director Ryan Davies said, “Over half of Amarok buyers have a keen interest in the Style TDI600 for the way it combines ruggedness, innovation and premium pricing.” It is a statement that speaks to the core customer who come to the dual-cab segment seeking a balance of utitlity versus luxury.
Also Read: Audi Q7: A powerful SUV launched in Australian market
The Cuts: A Comparison with Ford Ranger
At this unique price, you can compare against similar models of the new Ford Ranger, for example. Here’s how they compare:
Model Previous Price New Drive-Away Price Comparable Ford Ranger Ford Ranger Price Amarok Core TDI405 $55,490 + on-roads $59,990 drive-away Ranger XL $56,390 + on-roads Amarok Life TDI500 $59,490 + on-roads $64,990 drive-away XLT $62,290 + on-roads Amarok Style TDI600 V6 $73,740 + on-roads $72,990 drive-away V6 $70,990 + on-roads Amarok V6 Core TDI550 $46,990 + on-roads $48,990 drive-away XL $47,490 + on-roads Amarok Highline TDI550 $58,490 + on-roads $58,990 drive-away XLT Sport 6 $60,590 + on-roads Amarok Ultimate 580 TDI580 $72,790 + on-roads $73,490 drive-away Wildtrak 580 $65,790 + on-roads Amarok V6 Canyon $64,490 + on-roads $61,990 drive-away Sport 6 $60,590 + on-roads Amarok Dark Label $67,990 + on-roads $64,990 drive-away Sport 6 $63,490 + on-roads Amarok PanAmericana $78,990 + on-roads $76,990 drive-away Wildtrak 6 $70,990 + on-roads.
And, with on-road charges added on (four and a half grand apiece), the Amarok Style TDI600 V6 is now better value than the Ford Ranger Sport V6… if you want the extra premium features of the Volkswagen offering. This makes the Amarok a serious contender for those in the market for a premium dual-cab ute.
Added Value Beyond Price Cuts
What’s more, the value-add doesn’t stop at price cuts. Volkswagen has also thrown-in five years of free scheduled servicing – valued at about $1800 – on selected Amarok models purchased before the end of the financial year. The bold package squarely tackles one of the common European car bugbears: high cost of ownership.
For bargain hunters, this is a large saving over the initial years of ownership. While Ford’s Ranger already enjoys relatively low servicing costs, this move by Volkswagen cancels out that advantage and puts the sum costings of ownership on a much more even footing for Amarok.
Some Refinements You Do Pay For
Although the Amarok and Ranger ride on common platforms, Volkswagen says that its version has been tailored specifically for the discerning consumer with premium features and bespoke design. The Amarok features:
Tech: Digital Cockpit Pro, with a sleeker display than that in the Ranger
High-quality, well-finished interior materials
Unique outside, with boxier wheel arches and an aggressive front end
Matrix LED headlights for higher-spec versions
Sound systems, including a fancy 12-speaker setup inside the Style V6
‘ArtVelour’ upholstery for a classier look
These creature comforts go some way to explaining the Amarok’s status as ‘a bit more comfortable’ than the rest of the dual-cab brigade, even after those recent price drops. The car remains aspirational, and better value than ever.
Good performance for the price
Still top of the range in the Amarok is the powerful 3.0-litre V6 turbo-diesel that provides 184kW of power and 600Nm of torque. This formidable powertrain is borrowed from the Ford Ranger but provides a refined driving experience that plenty of reviewers prefer.
The Amarok has performed very well in handling, unlike most of the competition, it drives more like a car than a truck, and it rides and is quiet. The 10-speed automatic gearbox is sourced from Ford, but it’s been tuned to fit with Amarok’s personality, delivering crisp shifting and good performance.
Market Position & Sales Strategy
Volkswagen appears to be discounting to increase market share in the field mainly occupied by the Toyota HiLux and Ford Ranger. By offering the Amarok as an outstanding value play in the premium end of the dual-cab world, Volkswagen is confident many buyers will be drawn to the offering instead of defaulting to some of the more established nameplates.
The timing just before the End of the Financial Year is no accident. It is usually a busy time for commercial vehicle sales, with businesses rushing to make their purchase decision before the end of the financial year. And so, Volkswagen has launched its own EOFY sales push, tackling it with sharp drive-away pricing and a bit of ‘something extra’, e.g. free servicing, to tempt those buyers.
Future Work and Model Improvements
While Volkswagen can’t reveal beyond the current EOFY offer, it has announced that the 2025 Amarok model range will include some changes. These include:
The ‘10 Deserts Edition’ limited edition variant is to join the range from mid-2025
Electric brake controller as standard for all range
Blind-spot monitoring and rear cross-traffic alert are available on base Core models
New paint choices and trim packages
Those changes see Amarok remain on pace as the market disciplines continue to change at pace, which will be reflected with price increases between $1,750 and $2,750 once the current promotion sells out.
What This Means for Buyers
If you were in the market for a new premium dual-cab ute though, the last thing you will do is look. With some massive price reductions, free servicing offers and the sheer build quality of the Volkswagen Amarok now is a great time to buy.
And anyone in the market for a Ford Ranger will have even more reason to cross-shop the Amarok, which feels a little more premium for roughly the same cost. With a shared platform, buyers loose nothing in performance or reliability, and gain some added refinement and brand cachet.
Effects on the Industry and Responses by Competitors
This aggressive priceline for the Volkswagen ute could prompt reactions from other manufacturers in the premium ute sector. Ford would be the first to feel the heat due to the product similarity but if Arteon wasn’t as good or if the EPA figures aren’t achievable then Toyota, who else for that matter, could find their comparable proposition being lined up just in time for EOFY sales.
The dual-cab ute segment continues to be one of the most competitive and hotly contested in the Australian market, with a constant flow of updates, special editions, and one-upmanship pricing from manufacturers. Volkswagen’s recent actions are proof that they are serious about capturing a larger market share in this promising market segment.
Short FAQs
Q: Will the Amarok be available for much less in the EOFY sale?
A: Varies from about $5000 off the Style TDI600 V6 to similar amounts off other versions including plus the freeprovided servicing bundled in, that’s worth about $1800.
Q: Is the Volkswagen Amarok a rebadged Ford Ranger?
A: Both models use the same platform and many of its mechanical components, but the Amarok has its own exterior styling as well as interior design that it’s more premium, and tuned and calibrated like a Volkswagen.
Q: Can the Amarok tow the same weight as the Ranger?
A: Yes, both vehicles have a common braked towing limit of 3,500kg, though some models of the Amarok will take slightly more payload.
Q: For how long will these prices remain in effect?
A: The current drive-away pricing and free servicing offer continues until the end of the financial year (June 30, 2025).
The bottom line is that with its Amarok adjustments, Volkswagen has tipped the value-balance in the premium dual-cab segment. With lower prices applied to designs, specs, and colors, the Amarok has something to hang its hat on when it comes to dusting off your wallet earlier than June 2025.