Volkswagen Amarok: “Premium ute” set to cost $80,000+ in flagship form

Volkswagen Australia says the new-generation Amarok will be priced to match its positioning as a premium ute.

The German brand’s second-generation ute will arrive in April, launching first with its three most expensive trim grades to satisfy the biggest area of customer demand.

Pricing is still being finalised, but at this week’s global launch of the dual-cab ute in South Africa the company provided hints of how the Amarok would be positioned in a segment that includes its twin, the Ford Ranger.

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Volkswagen Amarok: “Premium ute” set to cost $80,000+ in flagship form

VW Australia said the mid-range Style – forecasted to be the most popular Amarok – will be priced “just above the previous Amarok Highline”, which cost from $63,490.

The PanAmericana variant, which is being positioned as the off-road-focused side of a dual-flagship approach, is expected to cost between $75,000 and $80,000.

The road-focused Aventura will comfortably surpass the $73,990 (before on-roads) of the previous version and is set to exceed $80,000. The $81,490 Walkinshaw-badged W580S was previously the most expensive Amarok offered.

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Volkswagen Amarok PanAmerica

Core and Life variants that kick off the range will arrive shortly after, in May or June.

Volkswagen Australia is focusing solely on the dual-cab 4W Amarok, ignoring the cab-chassis and single-cab versions that will be offered in other markets.

“There will certainly be a price bump,” said VW Australia product planner for commercial vehicles, James Thompson. “It’s not going to be a luxury ute [in price]. We will still be competitive. But the Amarok is the most premium ute [in the segment], and we think we have the premium product to justify that [higher pricing].

“People are happy to pay extra if they can see the high value in the product.

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Volkswagen Amarok Aventura

“From the outset, we went through a premium [positioning] strategy. [Our Amarok customers] don’t want 100 different options, they want a high-spec vehicle.

Thompson said buyers preferred to spend extra money on major accessories.

Volkswagen's pricing strategy isn't helped by the Amarok's production location in South Africa, which incurs a five per cent import tariff where Ford Australia benefits from a free trade agreement with Thailand where the Ranger is built.

Volkswagen says between 2020 and 2022 the percentage of Amarok buyers opting for high-grade variants increased from 58 to 78.

Even the base Core has a strong list of standard features, including LED headlights, 17-inch alloy wheels, wireless phone charging, 10-inch infotainment screen, 8.0-inch driver display, towbar with brake controller, adaptive cruise control, lane-keeping aids, rear parking sensors, speed-limit notification, and nine airbags (five more than the previous Amarok).

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Volkswagen Amarok Style

Style, PanAmaricana and Aventura models gain plusher interiors, including artificial leather for the upper dash and door areas, and upholstery ranging from faux suede to perforated leather.

The mid-range Style also introduces notable features such as; matrix LED headlights, faux-suede seats, heated front seats with electric driver’s adjustment, 360-degree camera, keyless entry and start, stainless-steel sports bar.

PanAmericana adds LED tail-lights, black sports bar, all-terrain tyres, leather upholstery, power front seats, tonneau cover, and Harman Kardon audio system.

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The Aventura gains ‘Savona’ leather, chrome exterior elements, body-coloured sailplane, electronic roll cover, and 21-inch alloy wheels.

A variety of diesel engines are offered depending on trim grade, with the Aventura also getting the option of a twin-turbo four-cylinder petrol.

Ford charges an additional $3000 for a 3.0L V6 turbo diesel over the Ranger’s standard twin-turbo 2.0L diesel and Thompson says it will apply a similar premium to the same engines on the Amarok.

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There may be no difference in price between the V6 diesel and twin-turbo petrol options offered exclusively on the Aventura. Volkswagen expects the diesel to be more popular by a ratio of two to one.

Australia will be the number one market in the world for Amarok sales.

The Amarok is expected to resume its status as the best-selling Volkswagen in Australia after it was outsold by the T-Cross compact SUV in 2021.

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