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The Speed Agency · LDV Automotive
THE MARKETis shifting.
The Australian automotive market has fundamentally changed — and the signals are already there.
Audience Research · Who They Are
NINE BUYERS.One truth.
Ute owners, SUV drivers, van operators — nine distinct Australians with nine different reasons to buy.
Audience Research · How They Decide
FIVE STAGES.One journey.
From the first spark of awareness to long-term ownership — mapped with precision, told with clarity.
01 · Market Overview
The Australian automotive
market is changing.
The way buyers discover, evaluate, and purchase vehicles has fundamentally shifted over the past few years.
0%
Open to challenger brands
0%
Buyers research online first
0
Average age of first-time ute buyers
Research behaviour
Where buyers research.
Long-form Video
The dominant discovery channel. Reach buyers before they know what they want.
Audience momentum
Signals that define
the modern buyer.
Understanding the shifts in behaviour, motivations, and expectations
shaping today's automotive decisions.
Younger buyers are entering earlier.
The average age of first-time ute buyers has dropped seven years. A new generation is discovering the category.
Average age of first-time buyers
Women shape purchase decisions.
Female-identifying buyers have doubled their share. Marketing that speaks only to men leaves half the room.
Female-identifying buyers
Dealerships validate, not initiate.
91% of buyers complete research before the showroom. The digital experience is the first impression.
Research online first
Brand loyalty is up for grabs.
Buyers open to challenger brands have more than doubled. Incumbency is no longer a moat — the door is open for LDV.
Open to challenger brands
02 · Audience Personas
Select Vehicle Segment
Australia's most versatile workhorse — built for business, lifestyle, and everything in between.
~120,000
Ute Intenders
02 · Market Breakdown
0
Ute Intenders
Australians actively considering a Ute as their next vehicle in the next 12 months.
27%
First-Home Renovator
40%
Weekend Adventurer
33%
Hobby Farmer
3 Distinct Buyer Types
Meet the People
First-Home Renovator
Building a future, one project at a time.
32,000
Intenders
Late 20s – Early 30s
Age Range
Growth Corridor Suburbs
Location
Hope. Growth. Optimism.
“"I needed something that could actually do the work with me."”
Mid-to-late twenties. First home owner. Renovating on weekends while holding down a full-time job. Practical, budget-conscious, and proud of every improvement they make.
Motivations
Growing equity through sweat equity on their home
Proving they can handle big projects independently
Getting real vehicle value — payload, towing, utility
Barriers
Feel intimidated by traditional "ute culture"
Unsure if a ute suits their lifestyle long-term
Worried their partner will find it impractical daily
Financing is complicated and hard to compare across dealers
- 01Calculating how much they've spent on hire vehicles and removalists
- 02Seeing home renovation creators using utes on social
- 03Realising their next big project (deck, carport) requires material hauling
- 04Finance deal that makes the numbers work
Instagram home renovation content and Pinterest vision boards
TikTok DIY creators and YouTube renovation channels
Home loan podcasts and Reddit r/AusFinance
Email newsletters from real-estate and property sites
Build confidence by showing real DIY success stories and true cost savings. Position the ute as a smart financial decision, not just a lifestyle upgrade.
03 · Buyer Journey
How First-Home Renovator decides — stage by stage.
Buying a vehicle isn't a single moment. It's a sequence of emotional stages — each one requiring a different response.
First-Home Renovator
Building a future, one project at a time.
Stage 01
Frustration
Realizing the need.
The hatchback that was fine last year has become the problem. Timber, bags of concrete, and flat-pack furniture are piling up at the hardware store. Something has to change — and they know it.
Do I actually need a ute, or is there a smarter option?”
Emotions
Goals
- Understand what payload and towing capacity they actually need
- Figure out whether a ute or large SUV is the right call
- Start forming a realistic budget without committing to anything
Touchpoints
- YouTube renovation and trade content
- Facebook Marketplace and community groups
- Tradesperson recommendations on-site
- Instagram home improvement accounts
Agency Opportunity
This buyer isn't buying a vehicle — they're solving a logistics problem. Speak to capability first, lifestyle second.
Meet them at the hardware store — literally and figuratively.
Materials & Tools
Payload Capacity
1T
Trailer & Plant
Towing Capacity
3.5T
04 · The Strategic Opportunity
.
Nine buyers. Nine journeys. One brand with the clarity to meet them where they are — and lead where they're going.
Begin the EngagementThe Speed Agency · Prepared for LDV Automotive · 2026The Speed Agency
Prepared for LDV Automotive · 2026