Thereās no question Mazdaās new Isuzu D-Max-based BT-50 is a premium-looking product.
It fits with Mazdaās more upmarket push, wearing many of its signature āKodoā design elements inside and out, forgoing a rugged utilitarian appeal for something more swish.
Thatās all well and good, but one notable carmaker tried something similar in recent years, to well-publicised failure: Mercedes-Benz with its Navara-based X-Class.
At the Australian launch of Mazdaās new SkyActiv-X engine, we asked the brandās marketing boss, Alastair Doak, why he thinks it will succeed with a more upmarket ute where the X-Class failed.
āThe X-Class was coming in cold in that segment,ā he explained, āWeāve been a player for decades⦠forever. That gives you a certain familiarity ā a different position in the market. We understand where the market is with BT-50, and weāll be competitive on value.ā
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There's no word on pricing yet, but it was certainly a factor for Mercedes' X-Class, with prices ranging from $50,400 to $79,415. X-Class sales in Australia totalled 2186 when its discontinuation was announced, with a last second boost from the late-arriving diesel V6 powertrain, helping separate it from its Navara cousin.
Mazda believes the Kodo styling will actually push many consumers to the BT-50 over its D-Max cousin, tellingĀ CarsGuideĀ in July āwe think the design is great. Obviously, that sets us totally apart from our partnerā.
But itās not just styling. According to Mr Doak, the Mazda will get the brandās sought-after market appeal and aftermarket care, with a strong dealer network to boot.
The Mazda BT-50 will utilise Isuzuās highly regarded 3.0-litre turbo-diesel four-cylinder engine (140kW/450Nm) with a six-speed automatic transmission. Mazda will back its ute with a five-year/unlimited kilometre warranty, while Isuzu currently has a six-year/150,000km offer.
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A full active safety suite and what the brand hopes will be a five-star safety rating will also increase its appeal to fleet buyers, according to Mr Doak.
The BT-50 is set to arrive in Australia before the end of the year, with current information pointing to a Q4 2020 launch date. āWeāre just impatient to get it on sale,ā Mr Doak said. āIt will be here before the end of the year.ā