D-Max ushers in new era for Isuzu

Isuzu is best known in Australia for its truck range, but the company that supplied Holden in the past with such models as the Jackaroo, Shuttle and front-wheel-drive Gemini is now joining the fray in the pick-up segment of the market. The company's weapon of choice for its entry to this market segment is the D-MAX.

If the D-MAX looks familiar, the same basic vehicle was sold here up until two months ago as the Holden Rodeo. Curiously -- and we still can't explain this -- Isuzu has put an end to Holden selling the Thai-built light commercial, as well as using the Rodeo name. Yet Isuzu has not launched the D-MAX wearing the Rodeo nameplate -- and that would have brought the company and its first eponymous model in Australia instant recognition among commercial vehicle buyers.

Isuzu Ute Australia, as the new distributor is named, is based in Queensland and is selling through a 40-dealer network -- entirely separate from the truck dealer network -- and the company plans to appoint more dealers in future. When it goes on sale in a few weeks' time, the D-MAX range will comprise both 4x2 and 4x4 models, with cab-chassis and pick-up bodystyles on offer.

The company has already campaigned the D-MAX in Australian motorsport, with Bruce Garland driving a prepared diesel variant to a class win in the Australasian Safari last month. It was the first occasion that a diesel-engined vehicle had placed in the event.

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