'We don't need a Raptor rival': Why Mazda's new BT-50 has prioritised customer choice instead of a flashy name

Mazda won’t go on a Raptor hunt.

The Japanese brand recently revealed its updated BT-50 range and noticeably absent was its previous Ranger Raptor competitor, the flagship Thunder or SP Pro special editions. Instead, Mazda Australia has introduced a wide range of genuine, dealer-fit accessories for off-roading that customers can add directly at purchase. 

These include an integrated bull bar, roof platform, Light Force spot lights, dual battery set-up and more. It is also packaging some of these accessories up to make it easier for buyers to customise their ute for off-road adventures without going to the aftermarket.

Still, the launch of the new BT-50 range with the SP model as the flagship does leave the brand lagging behind the likes of the Ford Ranger Raptor, Nissan Navara PRO-4X Warrior and the new Isuzu D-Max Blade - which shares its underpinnings with the BT-50.

Mazda Australia managing director, Vinesh Bhindi, defended the decision not to introduce a new ‘hero model’ and instead focus on individual customisation for buyers.

“I know others are calling it different names, but it's more of a cosmetic treatment, right?” Bhindi said. “So it's not a performance package, and we think  it's better to give our customers choices with a larger variety of accessories, which they can create their own customisation. 

“So in the previous model, we've had Thunder, Thunder Pro, SP Pro, those things are where we will go, rather than a third party.”

Notably in that comment, he didn’t rule out bringing back a special name for a future hero BT-50, so the door remains open for Mazda to offer a more direct Raptor/Warrior/Blade rival in the future.

“At some point we will consider it,” Bhindi admitted. “So at the moment, SP is our hero, with the latest one, and it's got a  lot of new cosmetic changes to it so that's our starting point, and at some point we will consider Thunder or SP Pro, but all those accessories, all those items are available via the accessory catalog anyway from day one.” 

Mazda Australia introduced the original BT-50 Thunder in 2022, two years after the latest generation of the ute launched, and then added the Thunder Pro in 2024 as part of the run-out plan ahead of this new facelifted model.