Nissan Pro 4X Warrior – Nissan has launched its toughest Navara Ute now called the Pro-4x Warrior. Serious adventurers including those who go off-roading, are known to spend many thousands of dollars upgrading the suspension and adding features to their Utes.
Original Equipment Manufacturers argue that aftermarket features are not covered by their warranty, they may have unintended consequences and they may affect your insurance.
Matt Bailey from Nissan says how they determine what the customer wants.
Matt Bailey: So obviously, we get access to a lot of market market research we can track by buyer behaviour through sales data, things of that nature. So a lot of existing research, but also talking to the dealer network in Nissan, we call it going to the game of getting to the dealership floor, talking to the sales managers, the salespeople. That’s really important to kind of get the voice of the customer. Plus social media owners, groups, forums, social media forums, bespoke research, a whole raft with something in the car industry whenever short of is information and data,
The Pro-4x Warrior’s macho name is consistent with a market that other manufacturers are targeting as we have seen in the Toyota Hilux Rogue and Rugged X and the Ford Ranger with its WildTrak and Raptor X.
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Utes in Australia
So far in 2021 Utes accounted for 21% of all sales in the Australian market becoming the biggest segment that are based on size and style of vehicles.
1 PU/CC 4X4 160,881
2 SUV Medium 151,006
3 SUV Small 122,443
4 SUV Large 113,936
5 Small Passenger cars 95,284
6 SUV Light 44,093
7 Light 39,226
8 PU/CC 4X2 26,529
86% of the Utes are four-wheel drive
Nissan may sell the majority of its Utes to tradies and/or families but it must also convert the basic cars to hero vehicles that are suited to Australia’s great outdoors.
And this is a growing market.
In Nissan’s case, overall while their Ute sales have grown by 10% the top specification models, those above $60,000, have grown 30%
Nissan says that of the top end Utes about 80% are used at times in off-road situations.
Way above typical SUV experiences.
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