The most attention-grabbing vehicles on the Isuzu stand at the NEC were the special edition Centurion D-max (pictured) and the heavy-duty AT 35 pick-up truck.

The Centurion, of which Isuzu is limiting production to 100 models in the first 12 months to mark the brand’s 100th anniversary this year, is a lifestyle model featuring a 10-inch DVD screen and a high-end audio system, according to brand manager William Brown.

The AT 35 has been developed with converter Arctic Trucks and will be available to buy from Isuzu dealerships from May. It is available in extended and double-cab formats with prices, excluding VAT, ranging from £30,999 for the extended-cab manual version to £33,999 for the double-cab manual, and peaking at £34,499 for the flagship double-cab five-speed auto. The ‘35’ refers to the truck’s 35-inch-high tyres (the norm is 30 inches), which are also 10 inches wide.

The AT 35 also features a raised suspension and body lift, giving it a ride height 125mm higher than a standard D-max,  and with its flared wheel arches it is also wider externally.

The AT 35 conversion is carried out in Warwickshire and is based on a top-of-the-range D-max Utah.
Isuzu also displayed a range of conversions aimed at utility sectors including a D-max tipper, a fire engine for John Lennon airport in Liverpool, and a cherry picker. Most of these customers were coming out of the now discontinued Land Rover Defender, according to Brown.