Isuzu UK reflects on pick-up market's future after reaching D-Max registration milestone

Isuzu UK is preparing for a decade of "significant change" in the pick-up sector after reaching the 50,000-registration milestone with the Isuzu D-Max.

The Japanese brand - imported to the UK by Subaru and GWM Ora importer the IM Group - has reached the registrations milestone over 10 years after the D-Max replaced its outgoing Rodeo model in April, 2012.

Alan Able, brand director at Isuzu UK, said the D-Max had proven to be ideal for the the UK market, adding that the brand is now ready to embrace the challenges another decade of pick-up sales is sure to bring.

“Over the last 10 years, the D-Max has been the top choice for those looking for a tough, reliable, and dependable pick-up, especially given our loyal connection with the agricultural and construction industries," said Able.

“The latest vehicle which was launched last year has also enabled the brand to compete strongly in other areas such as the leisure market, in a way we have not been able to do previously.

“The next 10 years will be one of significant change for the pick-up market, especially in the UK, but we are embracing the future and will evolve with the market requirements, and we look forward to more success for the Isuzu brand and the mighty D-Max.”

The latest generation Isuzu D-Max went on sale in the spring of 2021 and became the first pick-up to achieve the maximum five-star rating in the new Euro NCAP safety tests despite being deemed the D-Max “too-aggressive” in the head-on collision safety test along with the new Land Rover Defender.

In 2022, Isuzu UK announced six new variants for the D-Max line-up and introduced the halo model for the brand, the Isuzu D-Max Arctic Trucks AT35.

The brand appointed 13 retailers as authorised Max Arctic Trucks AT35 dealers this summer.

Isuzu UK was also announced as the new title sponsor of the Isuzu FA Trophy and A Vase, along with a partnership with the Irish FA.

In October 2022, Greater Manchester-based Premier Automotive opened its doors to the 107th dealership in Isuzu UK’s franchised retail network.

JT Hughes and Chorley Group are among the brand’s latest franchised retail network additions in 2022 after a series of appointments from the now discontinued Mitsubishi Motors in the UK franchise last year – welcoming 16 new dealers in total.