Jump in demand for DMAX pickups in Australia

Its share of the highly-competitive segment has risen from nothing to 6.8 per cent so far this year. Out of over 70 vehicle brands, the DMAX was 19th last year. The success is attributed to the Thai-made vehicle’s specifications as well as the marketing strategy imported from Thailand. Australia is one of over 100 countries that sources its DMAX pickups from Thailand. 

“If the economy goes as it has been in the past six months, we should achieve sales of 10,000 units this year,” Mike Conybeare, deputy general manager for marketing, said last week. 

This year’s target was revised up from 9,200.

In the segment, the champion – Toyota – saw its market share decline from 35 per cent in 2008 to 24.4 per cent as of August, as the number of players has reached 19. The other big players are Mitsubishi, Nissan, Holden and Volkswagen. 

Sales have been on the rise thanks to the growing demand for utility vehicles, given the diverse terrain and outdoor lifestyle. The expansion of the mining industry also increased demand among subcontractors.

DMAX has attracted buyers with its fuel-efficient diesel engine, which has beat sales of petrol and gas cars. The company advertised the vehicle for a few years mainly under the “fuel-efficient” theme, banking on the successful theme launched in Thailand after the oil price spiked. 

A caravan has been dispatched to demonstrate the pickup’s power. 

Engine durability, as demonstrated by big trucks having been available in the country for over two decades, also drives sales. Isuzu UTE has expanded the dealer network nationwide to 86 and marketing campaigns, based mainly on the vehicle’s power and fuel efficiency, have been launched to help win more orders. 

Coming with the pickup truck is five years of roadside assistance and a five-year warranty as well as the powerful towing capacity. After six years, its sales are now 9.7 units per dealer, against old players like Nissan (11.2), Mitsubishi (10.6) and Toyota (10.2). 

Helping to boost the brand is research by Roy Morgan, a marketing research house in Australia, which ranks the DMAX No 1 in customer satisfaction based on a survey of users of 11 UTE brands. 

During his presentation to the Thai press, Conybeare was bullish. “We can beat our target and we can even exceed it.”