Isuzu eyes Toyota's market leadership

Commercial vehicle giant Isuzu is hoping to dethrone Toyota as the market leader in the 1-ton pickup market with the introduction of the all-new D-Max.
The Japanese auto-maker is investing Bt6.5 billion in a new factory that will help it raise annual production by 90,000 units. The new plant will be operational by October next year, according to Tripetch Isuzu Sales president Hiroshi Nakagawa.
The new D-Max is priced from Bt465,000 to Bt994,000 and is available in five versions, with 2- and 4-wheel drive choices.
“We will stick to the initial marketing plan and we believe that the government’s first-car buyer scheme will help to stimulate the pickup market, as well as increasing Isuzu sales,” he said, adding that Isuzu was presently unable to predict sales figures.
Accumulated sales of the D-Max in Thailand have reached 1.2 million units, while more than 2 million units have been exported.
“The new D-Max will surely be able to create history in Thailand, which is Isuzu’s largest pickup market in the world,” Nakagawa said.
Thailand is also the first country in the world where the new model will go on sale. The new D-Max will be available in showrooms from October 14.
“Isuzu is confident in the potential of the Thai automobile market, and we believe that if we can develop a vehicle that effectively responds to customers in Thailand, which is our largest market, then we will also be able to respond to customers around the world,” he said.
The launch of the D-Max on September 29 was considered Isuzu’s biggest movement in 10 years – anywhere in the world.
“Since it was first introduced to the Thai market, the D-Max has set new records, and is Isuzu’s pride,” he said.
“The all-new D-Max is a pickup for the whole world, which combines the latest technologies, including the newly-developed Isuzu Ddi super commonrail engine. This is the world’s latest commonrail technology, boasting greater power, better fuel efficiency and environmental friendliness. It is also being developed to pass the Euro 5 emission standards,” Nakagawa said.
The new D-Max is powered by a 2.5-litre Ddi VGS turbo power plant.
The pickup’s design is the most aerodynamic in the market, thanks to Shinkansen (bullet train) technology, he said.