Mazda defends BT-50 styling

Mazda Australia has defended the styling of its new BT-50 ute, amid concerns it will alienate some buyers as too radical a departure from the traditional, boxy workhorses which have dominated Australia’s building sites and farm paddocks for years.

Whereas Ford has taken a more conventional ‘blokey’, angular approach with the “Built Ford Tough” exterior design of the new Ranger developed alongside the BT-50, Mazda has been more adventurous with the exterior look of its new world ute, which will be sold in 168 countries.

The BT-50's imposing front end is dominated by an oversized version of the grinning-face grille now well familiar on Mazda passenger cars. The radical rear on dual cab versions features larger than life, horizontal tail-lights that extend well into the tailgate.

The BT-50 was designed at Mazda’s Hiroshima headquarters under the guidance of chief designer, Ryo Yanagisawa.

“Our designers gave the new BT-50 dynamic futuristic proportions based on a wedge shape and adapted characterful styling features that make it immediately recognizable as a Mazda,” is one official explanation from Mazda.

Mazda BT-50 programme manager, Takasuke Kobayashi, added: “With the new BT-50 I wanted to move into uncharted territory. I wanted to create a completely different kind of pickup, one with the personality of a passenger car.”

The BT-50’s bold styling statement has already generated some caustic comments following an earlier news story with negative statements ranging from “ugliest looking bullbar and overall look I have ever seen on a 4x4 ute”, to a front end that’s “dramatic but didn't really gel with the rest of the vehicle's styling”.

“You’ll get some people who reject it; [but] there were people who rejected Mazda3,” explained Mazda Australia national marketing manager, Alistair Doak, at the BT-50’s national media launch in Canberra earlier this week.

“The market is going more this direction. If you look at the images of the Colorado that came out the other day, Amarok and even Ranger to a degree... many of those designs are a lot more car-like than some of the others,” Doak said.

“You look at the facelift on the HiLux, the front end of that car has been softened to where it was before. So there is no question we have the most design in our ute than everybody else, but that’s how we see the market is heading. So we’re quite comfortable where it is... It’s true to Mazda,” Doak stated.

Early photos of the upcoming 2012 Isuzu ute suggest swoopy headlights not dissimilar to the BT-50’s. The Mazda’s wedge-shaped profile is also along the same lines of the current Mitsubishi Triton, which broke tradition with its curvaceous body panelling when released five years ago.

Styling issues aside, there’s no disputing the new BT-50’s new on-road poise and comfort levels behind the wheel. The dual-cab ute’s handling approaches that of a mid-level SUV or even a sedan, with excellent grip and little body roll in corners.

If our early drive is anything to go by offroad ability doesn’t seem to have been sacrificed either. We experienced no dramas over a course that included a deep water crossing, low-range obstacle course and steep, slippery embankments where the standard (on 4x4 variants) Hill Descent Control was put to good use.

The BT-50’s (and Ranger’s) range-topping 3.2-litre turbodiesel is also one of the best in the ute business, providing effortless urge from lowdown and a level of refinement and quietness rarely experienced in this sector.

The SUV-like interior offers class-leading room and interior appointments, with plenty of space for the family with its three comfy rear seats. Safety levels are also in line with modern SUVs with stability control and six airbags fitted standard across the range.

Stay tuned for a full review of the new BT-50 in coming days...