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WHAT VAN? AWARDS – WINNER'S PROFILE: Isuzu takes it to the D-max
Date: Monday, August 6, 2018
The Yukon Luxe extrended cab version
When Isuzu revealed it was to introduce the 1.9-litre engine to the D-max there were some suggestions it would not have sufficient muscle when put to hard work to replace its 2.5-litre predecessor, but Brown refutes the doubters.
“The customers’ response from all sectors has been overwhelmingly positive,” he claims. “Feedback [indicates] the new engine is more refined, more responsive, more efficient and tows better.”
He says the most favourable reaction, however, has been to the fact that the engine does not require AdBlue.
Although Isuzu caters for the parts of the pick-up sector that some other brands no longer reach, namely single- and extended-cab customers, the manufacturer remains in line with the overall market trend, with Brown confirming double-cabs dominate sales. He says the mid-spec Yukon, with manual transmission, is currently the top seller, closely followed by the top-of-the-range Utah and Blade versions.
Where 4x4 single- and extended-cab trucks come to the fore is for tipper and platform cab conversions carried out by partners including Strongs Body Conversions and Cumberland Platforms. Brown claims the D-max is becoming the default choice for converters due to
its durability.
The vehicle has traditionally had its stronghold in the countryside with owner-drivers and small businesses, and while Brown says this remains the case, he points out that the biggest growth area is with dual-purpose customers who require the vehicle for both work and family use.
“The Blade model is particularly popular with this customer base,” he asserts, addding that the brand constantly struggles to keep up with demand for the model - matching supply to demand being a balancing act all importers must perform.
Isuzu does not compete with the likes of Ford, with its Ranger, or Toyota, with its Hilux, for big corporate deals, but Brown claims a number of large, high-profile fleet contracts are in the pipeline and will soon “come to fruition”.
“Fleet is another area of the business that continues to grow,” says Brown. “Already this year we have orders in excess of sales for the whole of last year.”
Historically, the main rivals for the D-max have been the Mitsubishi L200, the Nissan Navara, the Ranger and the Hilux, but a new player is about to enter the fray that could be seen to occupy the same ball park in terms of price and the fact that it will aim to attract customers through its quality and suitability for purpose rather than its brand name. This new challenger is Ssangyong’s next-generation Musso, which is now based on its Rexton SUV.
But Brown argues this last factor will discount the Musso as a competitor because customers will not view it as a conventional pick-up.
“The Musso is based on an SUV platform whereas the D-max is designed to be a pick-up and comes from truck DNA.
“Our priority is building pick-ups designed to do the jobs our customers really need a proper pick-up for.”
Isuzu sells its D-max to UK customers through a network of 105 dealerships, which includes 53 dedicated fleet dealerships and 30 selling the extreme, special edition AT (Arctic Truck) 35 model.
Retailer investment costs are comparatively low – the showrooms are not gin palaces – and Brown says: “Because we operate a simple, low-cost and profitable franchise model we have more applications for the franchise than we have open points.”
Isuzu launched the Blade-based AT 35 (the ‘35’ refers to the giant, 35-inch wheels) in 2016 priced from £30,999 to £34,499, excluding VAT, and Brown claims the response to the Icelandic company’s conversion has been “staggering”.
“It was never our intention for this to be a high-volume model, but due to the fact we have the most extreme and capable pick-up available for sale in the UK, it has become one,” he declares.
At the CV Show in April the brand revealed the AT Stealth edition – limited to just 10 examples with a price tag of £50,000. By the time the doors closed at the NEC it had sold all of them.
Another highlight on the stand was the launch of the Yukon Luxe extended cab with features such as 18in alloys, leather interior and tailgate assist.
Rural customers will appreciate the Huntsman
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