Tim O'Brien | Jul 8, 2008

Fast-breaking news from TMI Pacific: it’s confirmed – tradies love their utes. (Does “duh” spring to mind right about now?) In fact, 10% of them named their ute as their best mate on the job (rating it higher than the Aussie tradie icon of “the dog in the back”) according to a recent survey conducted by TMI Pacific, distributors of the Mahindra Pik-Up.

Coming in ahead of the ute was ‘the tool box’ (ok, I can see that) and the mobile phone (now that’s a little more worrying).

TMI Pacific’s survey also revealed that 28% of survey participants said that other than being a work vehicle, they considered their ute as their best mate “because it allowed them to carry sports gear around at the weekend; 25% said that it also turned into their family vehicle after hours, and 13.5% said that the ute was their “bestie” because it made them feel like a proper tradie (that’s also a tad worrying – I thought that was what ‘a qualification’ was for).

Claire Tynan, Chief Operations Officer, TMI Pacific said,

”We’ve coined the term “Tuppies” (Tradie Urban Professionals) because on a grassroots level, our dealers have noticed a new breed of financially savvy and well-dressed tradies amongst our buyers. These smart operators have varying needs and are therefore changing the ute landscape dramatically.”

Fortunately, TMI Pacific has recognised that while “expectations of the humble ute are not what they used to be”, the Mahindra Pik-Up is never going to be seen as a “blinged up” work-chariot (and you ain’t never going to see one doing circle work at a B&S ute muster brothers and sisters). No, no show pony stuff for the Pik-Up, work duties only.

According to Ms. Tynan,

“Anecdotally, we’re noticing that many tradies and farmers are actually finding the choice confounding, and are relieved to test drive a work horse such as the Mahindra Pik-Up. Reason being is that the vehicle is more true to the original concept and presents a well spec’d value for money utility, which is what many are simply looking for.”

“This response has allowed the Mahindra Pik-Up to satisfy a niche for those requiring a true work horse... minus the hefty price tag,” she said.

Glad we cleared that one up; seems we don’t need to worry that Mahindra has Maloo and XR8 in its sights (we can all sleep easy).