Utes even more beaut

It's not hard to track it back, since the Commodore VY II update in 2003 included the four-door Holden Crewman. The back-seat space was upright and cramped, and the ute tray was stunted, but it tapped a growing need for work-and-play utes.

The Crewman was culled at the same time as Holden killed its Commodore wagon and, in reality, it never made commercial sense and was never properly costed against the potential return. But people who like the Crewman really love it, and now there are more and more people looking for the same sort of combination in their car.

The new generation of four-door utes can really be all things to most people, since they can also be loaded with four-wheel drive on one side and sports packs on the other. Engine choices often run from basic fours to sweet sixes and torque-alicious turbodiesels.

They are, in short, the ultimate crossover. And they don't just cross over, they blur the lines between cars and trucks. The popularity of double-cab utes has made them one of the country's boom categories, with showroom action only triumphed by SUVs and small cars.

There are plenty of VFacts sales numbers to confirm the rise and climb of the ute, but the Roy Morgan research group recently did some sums that show there are 300,000 more one-tonne ute drivers today than there were just five years ago. Australians are now 30 per cent more likely to be driving a work-and-play ute in 2013 than they were in 2008.

Roy Morgan also has interesting demographic data that shows ute drivers are wealthier than they were, with one-in-three now earning more than $70,000 a year compared with one-in-five in 2008.

Tellingly, ute drivers are now more likely to describe themselves as big spenders, where they were far less likely to see themselves that way in 2008. That could help explain the tendency to splash on top-end utes.

The Toyota HiLux is still the most popular pickup in the country, but Ford is doing extremely well with its Ranger - the Carsguide choice in the class - and now reports a waiting list up to four months for the XLT double cab despite prices starting at $34,990 for the XL.

This reporter is on Twitter: @paulwardgover