First Drive: Isuzu D-max

Date: Tuesday, July 24, 2012

Isuzu aims for sector dominance with D-max

Isuzu has such faith in its new D-max that it is confidently expecting to become the best-selling pick-up manufacturer in the UK, starting with a 44% hike in volume in 2012 to 3550 units.
The prediction is all the bolder bearing in mind that the rise would come on top of the strong performance of the D-max’s predecessor, the Rodeo, last year. With more than 2400 units shifted, it propelled the UK into becoming Isuzu’s biggest European market for the first time. UK boss Paul Tunnicliffe reckons if the Japanese Tsunami and Thai floods hadn’t hit supply, another 500 would have been sold. But with the new vehicle not in showrooms until June, it only has half a year to hit the manufacturer’s target.
What’s more, the competition has just got a whole lot tougher with the arrival of the VW Amarok last year, followed by the recently launched new Ford Ranger. The cheaper end of the sector has also expanded recently with the introduction of the Steed from Chinese manufacturer, Great Wall.
Intriguingly, the IM Group is the UK importer for both Isuzu and Great Wall (the brands share three dealerships) but claims the models will not tread on each others’ toes due to the Steed’s lower towing capability and rock bottom price.
While still pitching the D-max as the toughest truck in town (and country) Isuzu reckons it can take on all comers.
UK general manager William Brown says: “The D-max is a significant step forward from its very successful predecessor. It is a highly capable tool for those working outdoors, yet is extremely refined. It features an efficient Euro5 engine while also exhibiting that rugged toughness for which the Isuzu brand has built such a solid reputation.”
The D-max’s power comes courtesy of a 2.5-litre twin-turbo common-rail diesel engine that generates 163hp and peak torque of 400Nm from 1400rpm. It is offered with six-speed manual or five-speed automatic transmission and Isuzu claims fuel economy is 10% better than on Rodeo. The official combined cycle figure is 38.2mpg. The vehicle can switch between two- and four-wheel drive at speeds of up to 60mph.
The vehicle is available as a double, single and, for the first time in the UK, extended cab configuration with rear-opening side access panels. Prices range from £14,499 to £21,499, excluding VAT. The double cab variant, expected to be the most popular, is up for grabs in four specifications from the base level D-max to Eiger, Yukon and Utah. Of these, the two mid-spec models are expected to
command most sales.
All versions are selectable 4x4 but the entry-level single cab is also offered as a 4x2.
The D-max’s load-lugging credentials include a three-tonne unbraked towing weight (although the UK importer is lobbying
to get this increased to 3.5 tonnes) and payload capacities of 1058-1136kg.
Tunnicliffe claims the make-up of the brand’s 93-strong dealer network gives it an edge over the competition in that retailers are wholly focused on their customers’ requirements. Unlike Nissan,
Ford and VW dealers, for example, they do not have to spend most of their time selling passenger cars.
The manufacturer is also increasingly targeting agricultural dealers, which means the pick-ups are displayed alongside tractors and farm machinery.
“Historically we were aligned to Subaru (also imported by IM); now we’re moving towards agricultural dealers. We’re the only brand that can do this,” claims Tunnicliffe.
The D-max is bigger than the Rodeo. The 3095mm wheelbase is 45mm longer while bumper to bumper overall length has increased by 215mm to 5295mm. Ground clearance is up 30mm to 235mm to improve off-road performance while loading height has gone down 100mm to 685mm, which is lower than most competitors, according to the manufacturer.
“It’s more confident and aggressive,” says Tunnicliffe who maintains that despite efforts to improve the cabin’s quality and refinement with touches such as increasing leg room and enabling the rear seat to recline further, it retains the DNA of a tough working vehicle. At least 90% of the vehicles are fitted with tow bars, which, he claims, is much higher than on competitors such as the Nissan Navara or Mitsubishi L200, for example.
But Tunnicliffe is not just targeting pick-up rivals – he also has a venerable British institution in his sights, particularly if the D-max’s towing capacity can be raised.
“We’re having a go at the Land Rover Defender sector,” he says.
Isuzu’s traditional strength has been selling pick-ups to farmers, and while seeking to grow this market further, Tunnicliffe also wants to increase fleet sales to water and forestry companies, for example, and has targeted 500 such sales in the second half of 2012.
General manager Brown says the strategy has got off to a good start with a Welsh utility company ordering 16 D-max Eigers. He suggests the D-max will plunder sales from rivals by undercutting them on price, and believes the flagship Utah will compete with the Amarok and new Ford Ranger.

Verdict
Drives well and is a competent workhorse. But only top-end models can challenge the best-in-class for refinement.