Isuzu annnounces 'Pearler' special edition

Isuzu Utes has celebrated its first year in Australia by launching a special edition model. Only 120 examples of the Limited Edition Arctic Pearl 'Pearler' D-MAX 3.0-litre turbodiesel ute will be offered, priced from $39,400 (not including government or delivery charges).

Based on the top-spec LS model, Isuzu says it's added almost $6000 worth of extras for only $3300. The value-adds include pearlescent white metallic paint, 'Pearler' lockable hard tonneau cover and  chrome sports bar with LED brake light strip.

The special edition D-MAX ute also comes with chrome accents on the bonnet, fog light nacelles and brake lights and gets 'Limited Edition' badging on the flanks. On top of the external upgrades, Isuzu's Limited Edition Arctic Pearl D-MAX gets Bluetooth connectivity, a rubber floor mat for the rear tray and monogrammed carpet floor mats for the cabin.

The D-MAX's 3.0-litre common-rail turbodiesel engine develops 120kW and 360Nm and features a variable-vane turbocharger for better response across the rev range. The big four drives through a choice of four-speed automatic (on high-spec versions) or a five-speed manual transmissions. For more details check out our comprehensive review of the Isuzu D-MAX ute.

On the horizon, Isuzu is developing a new version of the D-MAX in Japan, but wouldn't reveal when it will be ready. The company also hinted that it would expand it's model range in the mid-term future.

The special edition D-MAX caps off a strong start for Isuzu in Australia, which in its first year, with only the one model line, has sold 2434 units. When it first launched in Australia on October 10, 2008, it sold just 52 utes in its first month. For September 2009 some 339 Isuzu utes were snapped up.

The Carsales Network attended a media briefing on Isuzu's sales progress this morning and it was clear that the small Australian company is tracking well, particularly considering the economic conditions when it launched. Thanks to the effect of the GFC, Hitoshi Kono, the managing director of Isuzu UTE Australia, said the job of launching the company in Australia 12 months ago couldn't have been tougher.

"We launched the [D-MAX] product and the company at the worst time," conceded Kono-san, but added, "We survived."

When the company launched it had pure ute market share of half a per cent in late 2008, but already has grown that to 3.7 per cent so far, and expects to grow even further. Sales of 3000 utes are forecast for the 2009 year, with Isuzu Ute's general manager of sales and dealer operations Paul Vuko saying that it is targetting 5000 units for 2010.

Vuko added that all 2010 models, beginning with the abovementioned 'Pearler' special edition, will feature larger Isuzu branding on the tailgates, to help identify the models.

"Apart from the obvious branding benefit, this will also better identify D-MAX from relevant GM-badged utes and recent skin-deep knock-offs out on the road, even from a distance," said Vuko.

Queensland is Isuzu's most profitable state, with 29 per cent of sales, followed by New South Wales and Victoria with 27 per cent apiece. Compared to its rivals, such as the Toyota HiLux, Ford Ranger and Mitsubishi Triton, the Isuzu D-MAX finds most of its buyers in the private market – some 85 per cent – while the other brands sell to fleets and government in those proportions.

Farmers and tradespeople are the main customers for the Isuzu ute in Australia says the company.

Globally, Isuzu sells around 300,000 units per annum.

Isuzu UTE Australia's Hitoshi Kono explained that in Thailand the D-MAX competes with the Toyota HiLux for top spot on the sales charts, adding that "the ultimate goal" for the company in Australia is to match Toyota HiLux sales.

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