What's the difference?
The Cannon XSR is GWM’s new top-shelf ute variant.
This dual-cab 4WD ute is intended as an off-road-focussed vehicle and has visual and mechanical upgrades over the rest of the Cannon stable, including part-time 4WD (not the full-time 4WD on GWM’s lower-spec Cannons), a front differential lock (in addition to the existing rear diff lock), raised air intake (aka a snorkel) and Cooper Discoverer AT3 all-terrain tyres.
It’s priced from $52,990 drive-away, so costs about $7500 more than you’d pay for the standard Cannon X on which this special edition ute is based. But it still undercuts similarly-equipped top-spec Ford Ranger and Toyota HiLux utes by about $20,000.
So, with twin lockers, a snorkel, underbody protection and all-terrain tyres, is the GWM XSR worth the extra cash?
Read on.
Some of my favourite television shows or movies are flawed. When I talk to people about those films and about those flaws, there's a pattern - they don't know what they are and are therefore a bit confused. I don't know why that appeals to me, it just does.
Cars can be like that. There are some cars that aren't sure what they are. One of the exemplars of this is the Toyota C-HR - a small SUV aimed at young get-up-and-go types but bought almost exclusively by baby boomers, attracted to the badge. Young folks want more performance, lower cost and Apple CarPlay.
Hindsight suggests that the less-than-stellar sales performance of the much-heralded Mercedes ute, the X-Class, might be down to confusion. Mercedes thought it would be one thing and it turns out the market thinks it's another.
In a very competitive ute market, the GWM Cannon XSR represents plenty of bang for your buck, but it’s just not as refined as you’d hope.Â
It should be better at this price-point, especially when it’ll be unfavourably cross-shopped with lower-spec variants in the Ford Ranger, Isuzu D-Max and Toyota HiLux line-ups.
It’s a nice enough vehicle on-road, and the XSR is an effective 4WD on the dirt without ever being truly exceptional – but that’s fine for those who want to save big bucks and still drive away in a well-equipped twin-locked off-road vehicle.
The X was an opportunistic shot at a market segment new to Benz. With even apprentices able to afford to buy a well-specced Hilux, it's become harder to separate the foreman from the kids. I, like Mercedes, thought this would be the boss's car. Mercedes saw the gap and went for it, thinking it could grab sales from top end utes from VW, Toyota and Ford, while maybe saving a few folks from buying a RAM or an F150.
The problem is, the target market knows its utes. And in a rough-and-tumble workplace, the perception is that if you've spent up big on this Merc, you've actually just paid too much for a Nissan Navara. Still, like those flawed movies I enjoy, the X-Class is a fine thing - and I don't blame Mercedes for trying. It just costs too much, and yet isn't Mercedes enough to justify that price.