Big targets in crosshairs of LDV’s next ute

LDV Australia is not shying away from challenging the biggest names in the ute segment, putting its intentions into words less than 12 months out from the launch of its new-generation electric ute.

The new ute – presaged by the GST concept shown at the Shanghai auto show in 2023 – is set to come to market as an electric vehicle first and foremost, with a diesel version to follow less than a year later.

LDV Australia general manager Dinesh Chinappa said that the company is aiming for the new-generation model to steal sales from the bigger players in the market, and had runs on the board from doing so within a different segment.

“That’s what we do,” he said of stealing sales away from bigger names.

“I don’t want to be arrogant and I don’t want to sound contrite, but if somebody had said to you that we were going to launch the Deliver 9 and, within a year and a half or two years, displace the Mercedes Sprinter as the number-one selling large van in Australia, you would have said ‘you’re full of shit’, right?

“There’s nothing stopping SAIC Motor Commercial Vehicles from doing the same in the ute market, because they’re capable. And the proof of that is in the Deliver 9,” said Mr Chinappa.

The LDV GST concept model showcased last year might give buyers an indication of what is possible for the brand, but some of the most outlandish details are unlikely to make it to production, such as the 746kW/14,000Nm quad-motor layout and 3.0-second 0-100km/h time.

However, the design clearly gives an indication of what will make production, and Mr Chinappa reckons the company will see success with various and varied buyers with the new production version.

“I’ve looked at the GST, and from what I’ve seen it’s an impressive vehicle. And based on what I’ve just seen on what they’ve done with the eDeliver 7, why couldn’t they do it again? There’s no reason why they can’t,” he said.

Mr Chinappa is bullish about the growth plan for LDV in Australia. The brand sold 21,298 vehicles in 2023, up 30.9 per cent on the 2022 number of 16,269.

“That’s Ateco’s way. We’re in it to grow, grow, grow, grow!” he said. “MG sold 60,000 cars in Australia last year, right? So it’s possible. It’s not a pipe dream.

“You’ve just got to get the balance – you’ve got to get the right product at the right price with the right spec, in the market,” said Mr Chinappa.

When asked if launching an electric model first could present an issue for the company, Mr Chinappa said the brand’s local distribution has no choice.

“I'll give you an honest answer: we had no choice. We've been saying for some time now that the game is shifted in China. They are now designing electric-first. Then we have to go mount an argument for diesel, because their market is moving.

“So the pick-up will be an electric-first product. Then we've got to convince them that we should have a diesel version of the car and it will be financially successful,” said Mr Chinappa.

Of LDV’s 21,298 examples registered in Australia in 2023, 42.3 per cent (or 9027 units) were the diesel-powered LDV T60 Max, and just 0.3 per cent were the eT60 electric version (79 units).

However, the brand has been forthright in its assessment of the eT60 ute, with industry figurehead and Ateco Group executive chairNeville Crichton telling media that the business’s first fully electric ute “wasn’t a good utility”.

Meanwhile, LDV has just launched the brand’s first ground-up, electric-first light-commercial vehicle product, the eDeliver 7. A diesel version will follow in about 12 months.

The LDV eDeliver 7 model range starts from $59,990 before on-road costs for ABN holders.