Holden is embracing a growing consumer trend towards utes as lifestyle vehicles by making the VE Ute more attractive to buyers outside the traditional workman profile. This has seen major changes to the Ute range overall and the vehicle's physical attributes in particular at the expense of traditional ute strengths like load-carrying capacity.
The four-model Commodore Ute line-up has three sports-oriented models – SV6, SS and SS-V - and one workman model, the Omega. All come with an integrated utility tray; Holden has made no announcement concerning the arrival of a more workman-like cab-chassis tray as seen on previous One Tonner models.
Despite building the Ute on the longer 3009mm version of the VE Commodore wheelbase, Holden has said the tray area is smaller on VE but says it is better-shaped. The Ute also has a lower payload capacity than before, as little as 508kg on some models. According to Holden's own guidelines, this 'maximum payload' capacity includes all non-standard items, including occupants.
This, and the sporty emphasis in the line-up confirms Holden’s move to make its latest Ute a lifestyle machine rather than a weekday workhorse; Holden is focussing more on surfers and cyclists than plumbers and builders.
Newly-appointed Holden chairman and managing director Chris Gubbey says the Ute appeals to lifestyle-oriented buyers rather than those looking to shift a tonne of dirt and rocks.
“Today’s ute is about working hard, playing hard and enjoying an active lifestyle,” says Gubbey. “VE Ute raises the bar in this segment and sets new standards in safety, comfort, flexibility and performance.”
Priced from $30,990 all Commodore Utes now have air-conditioning, an MP3 input, trip computer and Bluetooth phone connection. The flagship SS-V includes alloy sports pedals and a six-stack CD player, and all Utes can be optioned with satellite navigation.
Holden has increased interior storage space to match its major competitor, the Ford Falcon Ute. The new Ute has almost three times as much storage space behind the seats compared to the model it replaces. Access to the storage area, which can be optioned with an “interior luggage organiser” is via quick-release seat latches.
The VE Ute sets new safety standards for its class, with dual airbags and a electronic stability system (which can individually brake wheels to help control a slide).
Holden claims basing the new Ute on the bigger VE footprint offer vastly improves comfort and stability. Like the model it replaces, the VE Ute has independent suspension and coil springs for each wheel, modified in an effort to improve roadholding.
There are four models in the Commodore Ute range; V6-powered Omega and SV6 and the V8-powered SS and SS-V.
The entry-level Omega Ute is expected to account for a bulk of sales. It gets a 180kW version of the Commodore’s 3.6-litre V6 engine mated to either a six-speed manual gearbox or four-speed automatic. Steel wheels are standard.
The sportier SV6 gets a 195kW version of the same V6 along with alloy wheels and a spoiler kit which includes front fog lights. It is priced at $35,990 for the manual. A five-speed auto is a $1000 option.
The SS gets the Commodore’s 6.0-litre V8 with 270kW of power, 18-inch alloy wheels and sports seats. Other touches include quick-response LED tail lights and a six-stack CD player. It carries a $39,990 price tage.
The flagship of the VE Commodore Ute range is the sporty SS-V. It is powered by the same 270kW V8 engine, wears 19-inch alloy wheels and gets a decent swag of equipment for its $44,990 price tag, including dual-zone climate control air-conditioning and alloy pedals.
“Sports models traditionally account for the major percentage of Holden’s sales in this segment," says Holden executive director of sales and marketing Alan Batey, "so we have increased our (model) mix for VE from two to three sports variants."
The VE Commodore Ute is thirstier than the VE Commodore sedan it is based on, and heavier than the model it replaces – in some instances by as much as 150kg.
The Ute uses between 0.7 per cent and 2.7 per cent more fuel than the ‘equivalent’ Commodore sedan.
The VE Commodore Ute is the first new Holden Ute since the VT-based VU Ute in 2000. Holden spent $105 million developing the Holden Ute, which is on top of the $1.2 billion in spent on the rest of the Commodore/Statesman/Caprice range.
For now there’s only a regular utility in the Ute line-up and no cab-chassis (with the optional tray on the back of the chassis).
Options for the Holden Ute include a lockable hard tonneau cover, a “Super Box”, cargo tie-downs, an alloy roll bar, sports decals, an interior luggage organiser and a ladder and roof rack.
