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News - MGMG readies for sales battle as U9 ute arrivesU9 arrival means MG Motor product strategy is almost complete in Australia23 Sep 2025 By TOM BAKER DESPITE the fact Australia’s obsession with four-wheel drive utes appears to be reaching its crest – with senior Toyota brass declaring 2025 to be “peak ute” – the arrival of the MG U9 pick-up to Australia nevertheless represents a key advance in the Chinese brand’s local war footing.
Even if ute sales wane in future, in part due to the cost of emissions penalties for high-CO2 vehicles levied under the New Vehicle Efficiency Standard (NVES), the 4x4 ute segment is poised to notch up 200,000 sales in 2025 and similar numbers again next year – around a fifth of the total market.
For MG, earning a substantial slice of the pick-up pie in Australia is a key plank of achieving its stated goal of climbing into the top five manufacturers locally by sales volume – and eventually the top three – from seventh place in 2024, and from a tenth place showing so far in 2025.
Alongside the U9, other signature planks of MG’s plan to wage war on the sales position of rivals like Mitsubishi and Hyundai include refreshed small (ZS) and midsize (HS) SUV models, the new seven-seat QS large SUV, and MG’s pair of IM premium battery electric models. Last to arrive will be a city-sized urban SUV next year.
The marque’s short-term sales position goal may have softened slightly since April this year, when MG Motor Australia (MGMA) chief executive Peter Ciao shared with GoAuto that the U9 would be key to accelerating sales, stating: “We have ambitious goals to be a top-three selling OEM by 2030.”
Fast-forward five months to September’s launch of the U9 ute, at which MGMA business director Kevin Gannon told Australian media: “We want to be a top five part of the (Australian new car) market – that’s why the crucial next step for our journey is the release of the (U9) utility.”
The arrival of the U9 is particularly timely given MG’s sales position has slipped considerably to tenth place, with 28,609 YTD sales to the end of August 2025 – sitting directly behind GWM (seventh, 34,398), BYD (eighth, 32,839), and Isuzu Ute (ninth, 29,092). Fifth place this year remains occupied by Hyundai (51,957).
With a top-five place an interim goal en route to Mr Ciao’s aspiration of a podium finish in 2030, the U9 ute will need to establish itself in a contested segment dominated by Ford’s Ranger (24.4 per cent share), the Toyota HiLux (21 per cent) and lately influenced by demand for plug-in hybrid (PHEV) utes like the BYD Shark 6 (nine per cent).
With that in mind, the MG U9 is an interesting entry. Elements are conventional (including its use of a four-cylinder 160kW/520Nm diesel engine), but the U9’s unibody nature (rather than separate chassis) is unusual in the class. Towing is as expected at 3500kg but payload, wading depth and axle articulation are limited.
A brief pre-drive of the U9 at its local launch was limited to formed gravel tracks and some moderate water crossings. This revealed a workable partnership between the 2.5-litre engine, ZF-sourced eight-speed automatic and BorgWarner dual-range transfer case – plus snappy locking front, rear and centre differentials.
The lack of a PHEV option (for now) limits the U9’s ability to seize on the high-growth part of the ute market, but if the diesel’s sharp, Triton-adjacent $53K-$61K drive-away pricing can seize even five per cent of segment sales, the U9 would become one of MG’s best-sellers locally.
Like fourth-placed rival Kia, which launched its Tasman diesel ute earlier this year, MGMA may well be playing the long game with the U9 in relation to NVES as the emissions penalty scheme is expected to inflict heavy financial damage on rivals like Isuzu and Ford, which are heavily reliant on diesel ute sales.
Because MG sells a range of BEV and PHEV models locally (earning NVES credits), the Chinese marque should be capable of offsetting NVES penalties from the U9 ute with strong sales of electrified models – meaning MG can avoid increasing the price of the U9 to pay down NVES penalties.
The effects of NVES should become more obvious in 2026 when the legislated credit/penalty thresholds take their first big step up in severity, leaving manufacturers without appealing BEV/PHEV models in their lineup exposed.
MGMA is bullish on the U9’s chances and supported a unibody platform. While this is unusual in the ute class (even the BYD Shark 6 is body-on-frame), unibody designs are not unheard of among 4WDs with the Mitsubishi Pajero (discontinued in 2021) and (current) Land Rover Defender both being monocoque in nature.
Unlike the closely related LDV eTerron 9, which kicks off $3000 cheaper than the U9, the MG version also benefits from multi-link independent rear suspension (IRS).
“Why didn’t we come to market sooner? The reasons are that we wanted to make sure we brought the right product, the right refinement, the right comfort, and the right capability,” said Mr Gannon.
Despite the U9 trailing key rivals on some specifications, MGMA chief Peter Ciao intends to turn the U9’s unibody architecture into a positive—perceiving that local ute buyers are ready for a more car-like experience even if there are some compromises involved.
“Australia is a country that loves utes, but for too long, ute owners have had to endure the rough ride of traditional leaf-spring suspension. The MG U9 will change that forever. Our independent, multi-link suspension delivers true driving pleasure and comfort,” he told media.
Our off-road drive revealed good compliance in and out of potholes, with the quiet suspension rounding off imperfections with ease – but it will require a more extensive on-road drive on varied surfaces, and at varied speeds, to identify how significant the IRS benefit is compared to live-axle rivals like the Ranger.
Initially, MGMA has its sights set on private and small business buyers to generate initial demand for the U9, which is relatively loaded in terms of specification in relation to its three-variant price points. However, MGMA is also adding to its in-house fleet sales team to target growth in this area.
Only once deliveries of the U9 commence in earnest before Christmas will it be possible to get a sense of how competitive the MG ute can be in Australia. Early indications are arriving: 360 expressions of interest were generated in the first half of September with 20 units sold this month, undriven by their buyers.
Still, with NVES penalties yet to cause sharp pain to ute-reliant manufacturers, MGMA may not need the U9 to perform strongly immediately.
Instead, its true role in MG’s planned ascendancy may only come to the fore later in 2026 or in 2027 – by which time the brand might even have a PHEV version ready.  Read more |
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