Big trucks are big business

AUSTRALIANS are warming to the arrival of full-size American pick-up trucks in ever-growing numbers, with monthly sales charts showing that Chevrolet and Ram are achieving steady growth of Silverado and 1500 models.

Soon, the heavy-hauling duo will be joined by factory-backed arrivals from Ford (F-150) and Toyota (Tundra), again showing the market for larger capacity utes is one that may well have been deserved of a little more attention in times gone by.

But for privateer importers across the country, the interest in big pick-up trucks is nothing new. Victorian-based Harrison F-Trucks is just one such conversion specialist that has long recognised the market’s desire for a more capable alternative to the HiLux and Ranger set – as well as fulfilling demand for models and variants beyond those officially imported.

Speaking to GoAuto this week, Harrison F-Trucks sales manager Will Wyhoon said the business is progressing in an upward trajectory with newly introduced competition serving to help promote the F-Series range, rather than detracting from it.

“I’ve always said ‘competition is healthy’, and we’ve certainly had some healthy competition from Chevrolet and Ram. But then again, we’ve always had competition. There are various conversion companies around the country that have always given us a run for our money,” he said.

“What we haven’t had in the past is the factory-backed companies that have big national marketing campaigns. But in a way, these too have worked in our favour. Their campaigns have helped to introduce even more Australians to the range of American pick-up trucks available, and the options available from different brands.

“There is no doubt all brands feed off competitors’ marketing efforts, and we are no exception.”

Mr Wyhoon said the growing awareness of full-size pick-ups in the Australian market has also served to help buyers recognise the wider range of models available beyond those offered from factory-backed players.

Alongside full-size models such as the Chevrolet Silverado, Ford F-150, Ram 1500 and Toyota Tundra – and not forgetting the Silverado HD and Ram 2500 and 3500 ranges – there are other offerings that are built to tow and haul considerable loads, which Harrison F-Trucks buyers have been quick to home in on.

“For over 50 years the Harrison family and the Harrison Motoring Group have been involved with the F-Series trucks in Australia. We have built a brand that is highly recognised and admired both here and overseas as delivering a quality product with exceptional aftersales support,” explained Mr Wyhoon.

“Many of our clients return time and time again as they have enjoyed the ownership experience of our product, and our advice. Our ability to offer most of the range of F-Series trucks, along with the full range of local and overseas accessories, means we can cater to a broad range of needs.”

But like many in the business of late, Harrison F-Trucks has faced challenges. Restrictions centring on availability during the COVID-19 pandemic did alter the landscape for the importer somewhat, with buyers taking what was available rather than building to order.

It is a situation Mr Wyhoon says is now improving with new and even greater range of vehicles becoming available, with yet more in store over the coming 12 to 18 months – even with the arrival of Ford’s factory-backed F-150 at the same time.

“Like all segments of the motor industry, the short supply of vehicles globally has changed the playing field for us. We’ve seen buyers taking in-stock options more than the vehicle they want per se, just to get behind the wheel of an F-Series truck sooner,” he said.

“It’s presented as something of a ‘he who has will sell’ sort of situation. Buyers have been very flexible during this time, and realistically they know the ability of the product, and how it will suit their requirements. Our buyers are very well versed in what the range can offer.

“With this in mind, we believe we can offer a great variety of models and specifications that will continue to suit Australian buyers – and that will continue to build our brand.

“The great thing now is that the situation is beginning to return to normal, and we’re again able to more readily offer customers the ability to customise a truck to their specific needs and preference.

“We are also looking forward to the release of the new Super Duty range this year, which we hope to have in stock before the end of 2023. There are some terrific vehicles coming down the pipeline, and there is a great deal of interest from buyers already. We’re very much looking forward to the year ahead.”