Your next 375,000 customers
are already looking.

Here's who they are and what it takes to reach them.

Nobody wakes up and buys a car. They wake up and feel like their life needs more room. A couple debating over dinner. That's the moment the idea takes hold. That's where brands are won.

Your Audience

Your market is not just one audience. There are nine.

UTE Seekers
120,000 Australians

First-timers. They've never owned a UTE, but their current car is holding them back. The renovation project and the camping trip are waiting on the right vehicle.

Large SUV Seekers
180,000 Australians

The biggest segment, but not one type of buyer. A couple planning for a road trip. A parent buying today for a teenager tomorrow. One vehicle fits all of them differently.

Van Seekers
75,000 Australians

The smallest segment, but the most decisive. These buyers know exactly what they need. The right specs at the right price wins every time.

Their Journey

The decision happens long before the dealership.

Every one of these people takes the same road to a decision. But the path is rarely straight, and it's never just about the car.

3–6 weeksThe itch
Doing

Scrolling renovation content, noticing UTEs in the background. Their hatchback is starting to feel like a bottleneck — but they're not seriously looking yet.

Feeling

"Maybe we should look at something bigger next year?" Curious but not committed. It's a slow realisation, not a decision.

Barrier

No urgency. The segment doesn't feel like it's for them, and their partner isn't on board yet.

Opportunity

Lifestyle-first content that lowers the cultural barrier. A first-time UTE buyer guide that meets them before they're even ready to look.