They’re coming for your HiLux
How will the government’s new legislation to bring the country into line with global automotive standards on emissions impact the tastes and preferences of Australian motorists? Will Toyota, Ford and Isuzu need to rethink their advertising? Nick Foley, director of brand agency at Intangify, explores.
The most recent TVC for the Toyota HiLux features a mid-30s couple sitting in a lawyer’s office diplomatically agreeing the custody of their beloved SUV. It’s a savvy reflection of just how enamoured middle-Australia has become with dual-cab utes. In a surreal twist of life imitating art, such communication may have influenced the narrative from the Leader of the Opposition, Peter Dutton, that the Government is ‘coming for your HiLux’. As reduced emissions legislation goes through parliament, the focus on one’s right to drive large, SUVs around major Australian cities will continue to heat up.
It doesn’t feel that long ago that the Toyota Corolla was Australia’s number-one selling vehicle. Around this time, both Ford and Holden announced they were ceasing local manufacturing due to ‘Australians not buying large cars’. The year was 2016, and a year later, the very last Holden Commodore rolled off the production line. Australia’s capability to manufacture vehicles for the local market reached the end of the road. Toyota, Ford and Holden all closed their assembly lines and the perception of South Australia and Victoria becoming rust-States set in.
Seven years on, Australians are embracing large vehicles like never before. The Ford Ranger, Toyota HiLux and Isuzu D-Max are now the top-selling three vehicles in Australia. This despite fuel prices being at substantial highs and a cost-of-living crisis the likes of which has not been seen in this country since the mid 1970s.
So, what’s causing us to purchase heavier, less fuel-efficient utes? The answer is complicated, but will become increasingly divisive in the lead up to the next federal election. In short, three factors have led to more SUVs and dual-cab utes winning the favour of Australian motorists.
Hi lux the size of a Sherman tank? No it’s not. Not even close.
The government’s are all a pack of tw*ts as you will never ever have a zero emission world due to intrustrial areas, planes, shipping, Mining and so on.
Stop cutting trees down as they turn carbon to oxygen you complete idiots
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And noting that Australia, as usual, is so far behind the rest of the Western world in introducing emissions standards?
In this case, the car companies stood shoulder to shoulder with the oil companies to try and block it and water it down.
This is just a tax.
If it were fair dinkum, the cars that didn’t make the new ‘standard’ would not be allowed. The government knows people want these cars and will pay.
If I do something like build a house, it must be built to a certain standard or it isn’t permitted. Allowing manufacturers to not meet a standard by paying?
No, it is just a disguised tax.
You don’t get it it the vehicle that does the job all this ev crap is totally useless and to expensive