Australia is flooded with utes, and the solution is more utes! Why the Ford Maverick and Hyundai Santa Cruz would be game-changers in Australia | Opinion

Australians love two types of vehicles at the moment - mid-size SUVs and utes. Together, those two segments make up more than 40 per cent of the new cars bought in this country so far in 2023.

So why haven’t we been granted access to two models that perfectly combine those two segments - the Ford Maverick and Hyundai Santa Cruz? These are mid-size SUVs ‘disguised’ as utes, combining the key appeal of both into a more compact, urban-friendly and fuel-efficient alternative.

It’s an understatement to say utes are popular in Australia. The likes of the Ford Ranger, Toyota HiLux, Nissan Navara and others fill our roads as we embrace the practicality and modern refinement that utes offer.

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But the reality is, not everyone who buys a Ranger, HiLux, etc, really needs them in a practical sense. Instead, utes have been embraced for a variety of reasons including tax breaks and a degree of ‘keeping up with the Joneses’ as they become more and more popular.

Many modern ute buyers probably don’t need to carry a huge load in the tray or go crawling over rocks or driving through knee-deep mud on weekends. Many probably just enjoy the rugged appearance and added lifestyle practicality benefits of the tray such as throwing in your mountain bike, surfboard or similar.

It’s also part of the reason SUVs are so popular too. They’re more practical than a sedan and offer a bit more opportunity for adventure on the weekends, because even if most modern SUVs are ‘soft-roaders’ they do often have more ground clearance and all-wheel drive so they can get a little dirty.

The Maverick and Santa Cruz combine elements of both these popular segments by installing a ute body atop an SUV platform. In the case of the Maverick, it rides on the same underpinnings as the Escape and Bronco Sport, while the Santa Cruz shares much of its platform with the Tucson.

Having recently experienced the Maverick in the US, spending a few days living with one in Los Angeles (be sure to check out my in-depth review) I’m left convinced this would be a hit in the Australian market, as would the Santa Cruz. While there’s no such thing as a sure thing and we have had some oddities in recent years (Range Rover Evoque Convertible, anyone…) there’s good reason to believe these two - plus any other SUV-based utes such as the Dodge Rampage - would be a success here.

The biggest indicator of that is the US market, which behaves similarly to Australia with a preference for pick-ups (aka utes) and SUVs. In the US the Maverick has been a smash hit and has generated an extended waiting list. In a June 2023 shareholder call, Ford’s global CEO Jim Farley admitted his company had significantly “under-called” demand for the Maverick and would struggle to increase supply in the short-term, even as it ramps up production.

Ford has sold more than 40,000 Maverick in the first half of 2023, roughly double what Hyundai managed. While you might say that’s not super-impressive in a market as big as the USA, it’s worth noting that the Maverick outsold the Chevrolet Colorado, Ford Ranger, GMC Canyon, Nissan Frontier and Jeep Gladiator in the first half of this year. 

Now, I’m not suggesting for a second that the Maverick would beat the Ranger in Australia, simply pointing out that even in a big ute-loving market like the US there has been a clear embrace of these smaller SUV-based utes.

While we haven’t been able to get behind the wheel of the Santa Cruz, my time in the Maverick highlighted why these have been so popular. The compact size means that it is perfect for cities, zipping through traffic and a breeze to park. But the ute styling means the cabin is relatively spacious, at least on par with the Escape, and the tray out the back means you can throw larger items in with ease.

The tray in the Maverick may be smaller than the Ranger, at just 1381mm long and 1353mm wide, but it’s got genuine practicality. For starters, the tailgate is able to be set at floor height, so it can accommodate 2400mm x 1200mm wooden sheets. It also features Ford’s so-called ‘Flexbed’, which consists of a variety of in-built functionality benefits, such as pre-stamped slots in the side of the tray so you can insert timber as dividers.

Ford specifically highlights its ability to take a mountain bike, which is probably the ideal kind of customer for the Maverick and Santa Cruz. People who enjoy the outdoors and a weekend adventure but spend the majority of their time in the city and suburbs.

The Maverick is available with a hybrid powertrain in the US, with front-wheel drive, to really mark it as an urban-focused offering. That means you can enjoy the look and space of a ute but without the fuel bill.

Which brings me to the cost argument. As utes have become bigger, more refined and more in-demand the prices have increased. The cheapest Ranger is the $36,180 before on-road costs 2.0 XL Single-Cab Cab Chassis 4x2, which is nothing like the Maverick. The closest comparison would be the 2.0 XL Double Cab, which starts at $42,580, but by the time you get to a four-wheel drive dual-cab Ranger you’re spending more than $50k.  

So, if Ford Australia could get the Maverick and price it more like the outgoing Escape, which starts at $37,990, then it opens up the possibility of a family friendly dual-cab ute to a wider section of the market.

For Hyundai the advantages are even more obvious. With the brand currently without any form of ute, the Santa Cruz would almost certainly bring new customers into showrooms. Would it give the brand a rival to the HiLux? Of course not, but it would offer Hyundai an opening to a potentially significant new market.

What are the chances of this actually happening? Well, this isn’t a total fantasy from yours truly, as Ford boss Farley told me in September 2022 that there are global opportunities for the likes of the Maverick, Bronco Sport and even the Bronco - but only after it gets on top of the US demand.

“We can do Bronco and Bronco Sport for the globe for sure,” he told CarsGuide.com.au. “But we have, like, a year or two order bank so we have a lot of work to do on our capacity before we can even consider something like that.”

So, with a little more patience Australians might get a chance to combine their love of utes and mid-size SUVs eventually.