Remember life before the iPad?
Remember style before One Direction? (The boy band, for those over 55.)
In that case, readers probably also remember the ute market without the Volkswagen Amarok (Inuit for Wolf). A dull, sad place it was too.
Amarok version one arrived in 2010 and introduced the first of the premium European utes. It’s a segment which others have tried and failed to succeed in, but Amarok persevered and thrived in a slim but stable segment of the market.
The Amarok did not have an especially easy time of it when it first launched. It was delayed in its arrival here and when New Zealand did get it, Volkswagen’s premium product came with a stick shift only.
