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Mercedes-Benz AMG Sport models on the way
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By Paul Gover · 23 Jan 2015
But there is a catch, as the cars that are coming are not "real" AMG Benzes.They will look tough, and deliver sharper driving, but will come without the signature V8 engines which put the real punch into the performance sub-brand of the world's oldest car maker.The official name for the newcomers is AMG Sport and the first for Australia is the C450 AMG 4Matic, which will be priced from about $80,000.They are serious AMG carsEven though they are diluted from the pure-bred AMG models, such as the top selling C63 and the latest GT coupe, Mercedes-AMG boss Tobias Moers denies they are just "AMG Light"."No, these are not light cars. They are serious AMG cars," he says."We intend to keep the pedal to the metal and double our sales again over the next three years. Believe me, we've still got some interesting ideas in our minds. Stay tuned."The C450 is not coming immediately, as a delay until 2016 means it can have the company's latest nine-speed automatic gearbox, even though this is not confirmed.It brings more sportiness to the entire Mercedes brandBut the C450 will spearhead a Sports group that is intended to compete directly with the S-Line cars from Audi and the M Performance models at BMW."There was a gap. The pure-bred AMG models have been so far up there," says Mercedes-Benz's design boss, Gordon Wagener."It's actually great. It brings more sportiness to the entire Mercedes brand."The first Sport engine, plugging into both the C450 and the GLE Coupe unveiled in Detroit, is a twin-turbo 3-litre V6 making 270kW and 520Nm of torque, with fuel economy from 7.6L/100km.It has a claimed 0-100km/h sprint time of 4.9 seconds, significantly short of a full-house C63 AMG but still quicker than a BMW 335i M Sport.Wagoner says enthusiasts will quickly pick the Sports cars from the fully-loaded AMG cars."AMG is now a unique sub-brand, and we want to bring it level with Porsche. The pure AMG cars always have this A-frame face and the twin-bar grille, and we push that even further with a new identity, but we are not there yet. The four-pipe signature in the rear is also unique."

Best end of year car deals | top 10
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By Joshua Dowling · 23 Jan 2015
Sausages are sizzling, the hessian fences are up and those weird inflatable statues are flapping in the breeze: it's clearance sale time at new-car yards across Australia.

Holden Commodore name to live past 2017
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By Joshua Dowling · 20 Jan 2015
Holden has confirmed the imported car that will replace the Australian-made Commodore will inherit the iconic badge – even though it is widely speculated to be a front-wheel-drive car like a Toyota Camry, not a rear-wheel-drive car like every Commodore since 1978 and all homegrown Holden sedans dating back to the original in 1948.The decision has divided diehard Holden fans who believe the Commodore badge should be retired gracefully, just as Ford will assign the Falcon badge to the history books when it reaches the end of the production line next year.Holden says it interviewed 110 people and "70 per cent" voted in favour of keeping the Commodore badge once the Holden factory in Elizabeth falls silent in late 2017, ending 39 years of Commodore production, comfortably outlasting the iconic Kingwood badge which was dropped after 16 years.We will continue with the Commodore nameplateMarketing experts say a minimum of 1000 people need to be surveyed to get an accurate sample, but Holden says the study of 110 people were "in-depth customer focus groups conducted over a couple of hours to drill right down, not just a phone call"."We will continue with the Commodore nameplate," said the head of General Motors' international operations Stefan Jacoby."Commodore is very much embedded into Holden, it's part of the Holden history, it's part of what Australian customers want to have and we listened to our customers."Mr Jacoby said Holden is already testing the new model at its top secret test track in Lang Lang on the south-eastern outskirts of Melbourne. Holden is yet to confirm which engines will power the next Commodore but insiders have confirmed the vehicle will be available with four-cylinder and V6 power globally and there will be no V8.Holden said it is prepared for a possible backlashMr Jacoby also defended the mooted switch to front-wheel-drive."I'm coming from a front-wheel drive group – the VW-Audi Group – with this company we don't believe there is a true disadvantage between a front-wheel drive … towards a rear-wheel drive."Holden said it is prepared for a possible backlash but believes it has made the right move."We know the decision to retain or retire the Commodore nameplate will stir passionate responses among Holden fans and customers," said Holden sales director Peter Keley."That's why we'll ensure the next-generation car drives like a Commodore should. The vehicle will be tuned and honed by Holden engineers and technicians … ensuring it performs in Australian conditions and to Australian expectations."The next 'Commodore' will be the new version of the Opel Insignia, a German sedan that is also sold in the US and China as a Buick, but Holden will have input into design and engineering."Right now, our vehicle performance team is helping shape the next-generation Commodore for Australian customers," said Mr Keley.Once the 2018 version arrives it means the Holden Commodore will have come full circle; the original 1978 model shared its DNA with the Opel family and fleet sedan of the time.Retaining the Commodore nameplate is the right decision for HoldenHolden engineers modified the vehicle to suit Australian conditions. Over the next 30 years the Commodore shared less Opel DNA and eventually became a bespoke Australian design.But Holden insists the 2018 Commodore will find favour among local buyers."The next-generation large car we have selected from GM's global portfolio is worthy of the iconic Commodore nameplate," said Mr Keley."When it arrives in 2018, our new large car will honour Commodore's heritage and support a long and successful future for Holden in Australia.""Customers have confirmed that retaining the Commodore nameplate is the right decision for Holden."Have your say on our Facebook page: Should Holden call the imported front-wheel-drive sedan a Commodore?

Public transport can save motorists $10k a year
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By Robyn Ironside · 20 Jan 2015
Want to know how to find an extra $10,000 a year?

2015 Holden Cruze revealed
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By Aiden Taylor · 19 Jan 2015
The Australian-built Holden Cruze sedan and hatch range has received a refresh for 2015 and promises better value than ever before. Along with additional equipment, the updated Cruze features a redesigned front bumper with LED daytime running lights on certain models and a more modern grille that’s reminiscent of recent Chevrolet concept cars and the VF Commodore. The Cruze Equipe gains new 17-inch alloy wheels and side mirrors with integrated turn signals on top of already standard features like MyLink infotainment system with seven-inch touchscreen, rear parking sensors and Bluetooth phone and audio. The 2015 updates add LED daytime running lights and fog lamps to the Cruze SRi in addition to the Equipe’s standard features, while the range-topping SRi-V packs 18-inch alloys, rain-sensing wipers and suede seat inserts. The remote start functionality first seen on the VF Commodore is also now being introduced on the Cruze SRi-V. Satnav with live traffic updates and voice activation is also now standard on the Cruze CDX wagon, in addition to the keyless entry, push button start and rear view camera already offered. Drivetrain options in the Cruze include two petrol and one diesel engine, depending on the trim level, while transmission options include a six-speed auto, six-speed manual and five-speed manual with availability being model dependent. All SRi badged models are powered by a 132kW/230Nm 1.6-litre turbocharged four-cylinder engine which is mated to either a six-speed auto or manual gearbox. The Equipe uses a 104kW/175Nm 1.8-litre naturally aspirated four-pot as standard with either a five-speed manual or six-speed auto transmission. The more powerful 1.6-litre turbo engine or 120kW.360Nm 2.0-litre turbodiesel unit can also be optioned should you require the extra punch, but both are only available in auto guise. Z Series models can only be had with the less powerful 1.8-litre engine with either a five-speed manual or six-speed automatic gearbox.The CD and CDX Cruze Wagon variants are offered with either the 1.8-litre petrol or the turbodiesel four-cylinder with the six-speed auto being the only transmission choice. The new revised Holden Cruze is now on sale across Australia.

2015 Detroit motor show premium brand highlights
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By Joshua Dowling · 16 Jan 2015
While mainstream brands Ford and Honda wowed the crowds with fire-breathing supercars, the top end of town was more about whetting appetites of buyers in the huge and lucrative US market with production-ready models.The Alfa Romeo 4C is already a sellout in Australia, with 180 hands up for just 120 coupes.Now the demand is certain to jump even higher with the unveiling of a 4C Spider.The open-air 4C is more of a targa car than a full-on convertible, because the mid-engined layout puts the powerplant where the roof would normally fold away.The 4C is already the most charismatic car of the current Alfa generation, with a carbon-fibre chassis, gorgeous shrink-wrapped body, and turbocharged 1.8-litre petrol engine that makes 177kW and 350Nm of torque.The Spider keeps with the lightweight promise of the coupe, weighing in at less than 900 kilograms.The car is expected to arrive in Australia in the first quarter of next year.The new Q7 was the focus of the Audi stand and it was a technological tour-de-force.The show car had a new 10-inch computer tablet that can be used by back-seat passengers to control the radio and to watch their trip progress on the navigation system, much like a passenger jet.There's also an advanced radar and camera system that enables the Audi Q7 to accelerate, brake and steer itself automatically in stop-start traffic up to 60km/h.And the technical wizardry doesn't end there. The new Q7 can reverse a trailer into position using cameras and radar via a touch pad in the centre console.The new Audi Q7 is due in Australian showrooms later this year priced at about $100,000.There are no details on the engine and no concrete plans for production, but the Buick Avenir — French for "the future" —turned heads both in Detroit and Melbourne.A joint effort between Holden's styling studios in Port Melbourne and General Motors' design centres in Detroit, the car was built here and shipped to the US just before Christmas.It was unveiled by former Holden boss, and the current president of GM North America, Mark Reuss.For now, the Buick Avenir is just motor show tease, but Holden insiders say the striking limousine will likely be made in China and sold globally.It may also come to Australia as the eventual replacement for the Holden Caprice.The German sports car maker unveiled new versions of the 911 Targa and Cayenne SUV.To celebrate the 50th anniversary of the Targa (half coupe, half convertible) model, Porsche has launched an all-wheel drive GTS version. Power is boosted by 22kW over the Targa 4S to 316kW, enabling a 0-100km/h sprint of 4.3 seconds.The Cayenne Turbo S betters that time by 0.2 of a second.Both models will go on sale in Australia in the second quarter of this year. The 911 Targa GTS will start at $305,300 and the Cayenne Turbo S will sell from $284,700.Toyota's luxury brand Lexus whipped the covers off the long awaited high-performance version of its mid-size limousine, the GS. Called the GS F it is powered by a high-revving 5.0-litre V8.The only problem is, while the peak power of 348kW is reasonably impressive, that only kicks in at close to 7300rpm and torque — the grunt that gets you moving — is a more modest 527Nm. A $45,000 Holden Commodore SS has more (530Nm). Expect it in Australian showrooms late in 2015 or early 2016 priced beyond your pay grade.A concept with more curves and contours than Kim Kardashian previews Infiniti's take on a 2+2 sports coupe.The Q60 concept will morph into the production car by 2016, powered by a twin-turbo 3.0-litre V6 engine.The steer-by wire system already seen on the Q50 is also used here, along with Infiniti's Intuition system, which can store details on audio, airconditioning and seat position preferences for up to four drivers.When it finally arrives in Australia the road-going car will be expected to compete with Audi's swoopy A5 and the BMW 4 Series.There's no news on prices but the current Q60 starts at $63,990.A new heavyweight contender has joined the ranks of crossover coupes.The GLE Coupe is a curvy high-riding four-door SUV that will compete with BMW's X6.Two versions were at the Detroit show this week, the full-on 63 AMG and the (slightly) less aggressive GLE 450 Sport, with a diesel-powered 350d and GLE 400 to follow.The X6 was originally the answer to a question that no-one had asked, but has become a big global sales success.The newcomers are part of a wholesale overhaul of Mercedes-Benz's wagon range in 2015 that includes the replacement for the mid-sized GLK SUV and the new GLA Shooting Brake.There is no talk yet of prices, but the GLE Coupe is certain to have a starting price beyond $100,000 when it arrives here in the third quarter of this year.A new group of 6 Series "halo" cars took the spotlight for BMW in Detroit as the German company celebrated its fourth straight year of sales growth with more than two million deliveries in 2014.There are only minor changes to the M6, 650i coupe and Gran Coupe but global marketing boss Ian Roberston says the trio will be part of a global focus on growth."These are clearly the sportiest and most luxurious 6-Series vehicle we have ever built. We are launching a lot of new products again," he says.

2016 Lexus GS F revealed
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By Aiden Taylor · 14 Jan 2015
Lexus has unveiled the new GS F sports sedan at the 2015 Detroit motor show overnight.The GS F is Lexus’ third F-badged V8 performance car and the first to be based on the larger GS luxury sedan, which is otherwise only offered with V6 and hybrid powertrains.Featuring a much more aggressive stance than the standard GS models, the F sits lower and wider with flared wheel arches at both ends and completely redesigned front and rear bumpers.The front takes on Lexus’ big spindle grille with aggressive air intakes as well as redesigned slim headlights with signature tick-shaped daytime-running LEDs.At the rear the GS F features tweaked taillights, and a new rear diffuser housing quad stacked exhaust tips in typical F fashion.A large vent behind the front wheel has also been added along with a subtle carbon fibre rear lip spoiler and sportier side-skirts.On the inside, the GS F gains a sports steering wheel, digital configurable instrument cluster, sports seats and carbon fibre and Alcantara trimmings.Under the GS F's bonnet is the same 348kW/527Nm 5.0-litre V8 as the impending RC F coupe, with the same eight-speed torque converter automatic handling shifting duties.Three different transmission settings can be selected to give faster and more visceral gear shifts for spirited driving, or smooth changes for comfier cruising. Compared to its key rivals like the BMW M5 and Mercedes E63 AMG, the Lexus produces significantly less power than the 400kW plus Germans but at 1830kg is lighter thanks to its aluminium-intensive structure – though a 0-100km/h figure hasn't been revealed. Drive goes through the rear wheels via a torque vectoring differential – also borrowed from the RC F – that features three different modes including Standard, Slalom and Track. The latter two settings give the GS F improved stability and cornering agility over the default Standard setting. Compared to the standard GS sedan the F model features structural reinforcements, redesigned suspension and larger 19-inch wheels and tyres which cover bigger brakes with bright orange calipers.Tyres are 255/35 at the front with fat 275/35s in the rear provided by Michelin.The GS F is yet to be confirmed for Australia, but an early 2016 arrival is on the cards.

Holden designs Buick luxury car for China and the world
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By Joshua Dowling · 12 Jan 2015
Holden designers have stolen the spotlight at the Detroit motor show before the curtains have officially been lifted.A brand-new Buick concept car was unveiled at a preview event on the eve of North America’s largest autoshow on Sunday evening in the US, about 11am Monday Australian Eastern Standard Time.A finishing touch: the car was unveiled by former Holden boss Mark Reuss.The Buick Avenir -- French for “the future” -- was a joint effort design between Holden’s styling studios in Port Melbourne and General Motors’ design centres in Detroit.However, Holden built the car by hand before it was airfreighted to the US just before Christmas. “Australia is really good at some of the bigger luxury cars,” said Mr Reuss.“The car was built in Australia at Holden, in their shops, and the interior and the exterior was a joint effort between (Australian and US) studios.”For now, though, the Buick Avenir is just motor show tease. The company wouldn’t say what type of engine is under “the hood” but Mr Reuss did confirm it was rear-wheel-drive, like the current Holden Caprice luxury sedan. “We don’t have any production plans for it right now … we want to see what people think,” said Reuss.However, Holden insiders have told News Corp Australia that the Buick Avenir will likely be made in China and sold globally.It may also come to Australia as the eventual replacement for the Holden Caprice, once the Elizabeth car factory falls silent in late 2017.If the Avenir goes into production it will become only the second Chinese-made global vehicle designed in Australia; the first was the Ford Everest SUV unveiled late last year.The Buick Avenir will not reverse GM’s decision to close the Holden factory but it does underline Australia’s transformation into a design and engineering hub, rather than a manufacturing hub, for the automotive industry.For example, Ford Australia now employs more designers and engineers than it does factory workers.GM executives would not speculate where the Buick Avenir might be built but the chairman and the president of GM’s joint venture in China, SAIC, were present at the unveiling.Furthermore, of the 1.2 million Buicks sold globally last year -- a record for the 111-year-old brand -- 920,000 were made in China.The unveiling of the Buick Avenir in Detroit solves one mystery. When Holden announced its factory shutdown there was speculation the next Commodore may come from China.However, what is now apparent is that Holden designers were working on the Chinese version of this new luxury Buick.Instead, the next generation Holden Commodore will now be sourced from Opel in Germany, coming full circle from the 1978 original, which was based on a German sedan at the time.Buick may have a stale image overseas but it is enjoying a resurgence in the US; the fifth year of growth in 2014, up 11 per cent on the previous year. It is also now GM’s second biggest global brand behind Chevrolet.
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New cars coming in 2015 | prestige
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By Craig Duff · 09 Jan 2015
In a year when the overall car market shrank, all but a handful of prestige brands increased sales. Buyers don't just want a good car; they want others to see they have one, helping everyone from Maserati to Mercedes-Benz post gains.The trend is accelerating and a steady stream of new models in 2015 only adds to the impetus. CarsGuide looks at what's in store for the premium players this year.It isn't hard to foresee the popularity of the 4C two-seat coupe when it hits showrooms next month. This baby supercar uses a carbon-fibre tub, mid-engine layout and minimalist interior to present a modern incarnation of a stripped-down racer. Pricing will be $80,000-$100,000. The soft-top Spider is due in October. The Alfa Giulietta also gets an update.A steady new model rollout starts in February with the arrival of the TT coupe for just under $80,000. It will be joined by the soft-top roadster midyear and the TT S performance model in August or September. The plug-in petrol-electric A3 e-tron five-door hatch is due in May with an expected price of $60,000, with the Q7 large SUV due late in the year. Updates or variants include the A6/A7, RS6/RS7, A1, RS3 and Q3/RSQ3.New metal is in short supply at the British brand but two models will join the line-up, starting with the Vantage S Roadster at a shade under $420,000. If that isn't exclusive enough, consider the $500,000 Vanquish Carbon using the same V12 but with eight forward ratios in place of the Vantage's seven.BENTLEYChauffeurs will going cap-in-hand to buyers of the Mulsanne Speed for the chance to steer the best Bentley ever. A twin-turbo V8 cranks out 1100Nm - only the Bugatti Veyron can torque itself up as a more powerful production model - to push the 2.7-tonne limo into triple figures in 4.9 seconds. Pricing has yet to be set but if you have to ask, you can't afford it.There's a lot of product in the pipeline this year but only one all-new car. The X1 will switch to front-wheel drive when the second-generation model arrives in the third quarter. The X1 will look more mini-SUV than compact wagon, aligning it with the X3 and X5. Top-end versions will be all-wheel drive. Updates and new variants include the 2 Series convertible, X5M/X6M, 6 Series/X6, 3 Series, X4 M40i and X5 e-Drive.The 458 range has a Speciale A due next month. The 499 examples of the alloy hardtop model are already sold, meaning the $635,000 two-seater is likely to be a smart investment. Keep an eye on the classifieds.The struggle to be a serious prestige player continues for Infiniti with a major model overhaul due in 2016. A refreshed Q70 flagship is due midyear with a nip-and-tuck for the bumpers, updated interior trim and more safety software.The transition from niche player to prestige powerhouse is predicated on the XE sedan being a genuine rival for the BMW 3 Series, Audi A4 and BMW C-Class. Specs indicate the engines are up to the job, so it comes down to how well it can be priced in Australia. There will be updates for the F-Type coupe and convertible and XF sedan.Styling that echoes the Evoque and a premium interior mark the Discovery Sport, debuting in May. Essentially a replacement for the Freelander, the Sport is a serious off-roader with 600mm wading depth and four-wheel drive. Also expect a Range Rover Sport SVR, Range Rover hybrid and updated Evoque.A compact performance sedan, the RC F will cost $133,500, making it a 'budget' alternative to the Germans. The naturally aspirated 5.0-litre V8 isn't quite on par with the Euro competition but neither is the price. The GS F mid-sized sedan will use the same engine and is due later in the year, price undisclosed. The NX200 will get a new turbo engine.No new news is still good news for Lotus aspirants. An automatic Exige - the brand's first self-shifter - is due in the second quarter. Expect to pay around $9000 for the clutch-less version, putting the price above $135,000. An updated Evora should land late with less weight and improved interior.An 'affordable' McLaren is due late in the year with an entry level Sport model priced at more than $300,000. That puts it in the higher echelons of Porsche 911 territory - but still well below typical McLaren prices.Australia's top-selling prestige brand rolls out a range of new toys this year to expand its appeal. The action starts with the AMG GT and C63 AMG in the second quarter, both using a twin-turbo 4.0-litre V8. Skip ahead to Q3 and there's the new GLE (formerly known as the ML) and GLE coupe SUVs, followed by the CLA Shooting Brake and the much-needed GLC compact SUV. Other updates or variants include the S63 coupe, CLS, B-Class and S500 coupe.The action starts with an entry-level five-door Mini Cooper One at $25,600 in February. It is powered by a three-cylinder engine with 75kW/180Nm. At the opposite end of the spectrum is the John Cooper Works three-door hatch, which will be the Mini with the most mumbo ever when it arrives midyear at an estimated $48,000.There's plenty to whet the appetite for performance enthusiasts, even if it is all clad in existing bodywork. The base V6 and performance GTS Cayenne SUV models are due next month, followed by the Turbo S midyear. An update of the 911 should make it before Christmas and Santa may deliver the new GT4 Cayman at the same time.The XC90 large SUV is due midyear with prices starting from about $90,000. A more affordable alternative will be the V60 Cross Country due late in the year from $65,000. The elevated version of the V60 wagon will be sold in FWD and AWD guise.

Ford Australia sales shocker | slumps to 48-year low
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By Joshua Dowling · 08 Jan 2015
Australia’s oldest surviving car maker Ford has posted its worst sales in almost half a century -- even though the new-car market enjoyed its second-highest year on record -- historical figures unearthed by News Corp have found. The last time Ford sold fewer vehicles than it did in 2014 was in 1966, the same year Australia introduced decimal currency and Robert Menzies handed the Prime Minister’s office to Harold Holt. Popular songs of the time included These Boots Are Made For Walking, by Nancy Sinatra, and the hit movie The Sound Of Music starring Julie Andrews was released that year. RELATED: Ford throws down a $200 test drive challenge MORE: Holden to overtake Toyota by 2020 Ford sold 79,703 vehicles in 2014 according to figures from the Federal Chamber of Automotive Industries, compared to 83,197 in 1967 and 68,520 in 1966, according to figures from Australian Automotive Intelligence which has archived Bureau of Statistics data. By comparison, Holden’s 2014 result was its lowest tally in 21 years and it is on track to be overtaken by Mazda and Hyundai. Ford and Holden dominated sales for more than 50 years before Toyota began its 12-year winning streak. The historic Ford and Holden rivalry battle will resume in 2015 -- but it will likely be for fourth and fifth place on the sales charts. Established in 1925, Ford is the oldest of Australia’s three remaining car manufacturers but it was the first of the trio to announce factory closures. Its Broadmeadows car assembly line and Geelong engine factory will be shuttered in October 2016. The sales slump is significant because the figure covers every model in the Ford range, not just the Falcon sedan and Territory SUV which are about to become extinct. Ford sold more than 100,000 vehicles every year from 1970 to 2008, but has been in a 10-year sales slide since 2005. The 2014 tally is less than half Ford’s peak of 30 years ago: 170,811 sales in 1985. The homegrown Falcon last led the new-car market in 1995 with 81,300 sales, a record for the model. But the Holden Commodore took the lead in 1996 and began a record 15-year dominance before it was knocked off the top spot by the Mazda3, the first imported car to lead the Australian market since before World War I, according to Pedr Davis, 85, a veteran automotive journalist, historian and author. Last year the former family favourite, the Falcon, didn’t even make it into the Top 20 sellers and was overtaken by imports such as the Volkswagen Golf and Mercedes-Benz C Class, a scenario that would have been scoffed at just a few years ago. A highlight for the struggling brand, however, was that Ford significantly closed the gap in sales between the top-selling Toyota HiLux ute and its Ranger pick-up, with sales up 22 per cent in a market down by 2 per cent. Ford has a raft of new models around the corner -- including the first factory-built right-hand-drive Mustang in 50 years -- and plans to introduce 20 new vehicles by 2020, doubling the range of 10 vehicles it sells today. But executives stopped short of saying Ford would return to market leadership and admitted it could take another two years before sales turn around.“This will be the biggest model revitalisation in our history,” Ford Australia boss Bob Graziano told media at a model preview in December. When asked when Ford would begin to post a sales increase, Ford’s Australia’s head of sales and marketing Graeme Whickman said: “When you look at the quantum of vehicles we have coming … you would expect (sales growth) in the next 18 to 24 months” In recent months Ford has boldly tackled market leader Toyota head-on with “attack” advertisements that pitch Fords directly against its rivals. It is a common tactic in the US but rarely used in Australia. In one advertisement Ford offers customers $200 if they buy a rival vehicle after testing a Ford; in another advertisement a Ford utility tows two Toyota HiLuxes.While Toyota is a sales leader, we don’t necessarily see them as a product leader.When asked how effective Ford’s attack ads against Toyota were, Mr Whickman said: “It’s in an early stage, we’re not trying to come across as arrogant or pump our chest. I wouldn’t call it arrogant, I’d say it’s challenging. We’re trying to come across as optimistic and confident at the same time.” Mr Whickman said the Ford advertisements were not designed to get customers off-side or offend loyal followers of rival brands. “You’ll notice we don’t talk about the other products in a derogatory tone … what we’re saying is ‘take a look at our product, you may not have in the past, give us a chance to consider us’.” Unlike Holden, which boldly claimed last year it would overtake Toyota by 2020, Ford says it has no plans to topple the market leader. “Success isn’t overtaking Toyota,” said Mr Whickman. “We’re not going to measure ourselves in that way. While Toyota is a sales leader, we don’t necessarily see them as a product leader.”