Isuzu Ute eyes future sales growth

This year will see an influx of fresh competition in Australia's hard-fought pick-up segment, but Isuzu Ute says it's confident it will continue on its trajectory of growth to achieve 20,000 new-vehicle registrations.

The comments came from Isuzu Ute's executive team at the recent launch of its I-Venture Club and the official release of its limited-edition X-Runner (pictured) in Queensland in late March.

Isuzu Ute sold 16,674 examples of its D-MAX utility and MU-X SUV last year, a new record for the company.

The Managing Director of Isuzu Ute, Yasuhiro Takeuchi, says the figure was underpinned by the favourable reception of its MU-X, which accounted for 4625 units in its first calendar year.

"Last year in Australia Isuzu Ute achieved 63 per cent growth, and that is a significant achievement," he said.

"It's also the largest growth across all brands in Australia, and I'm very happy about that. A major contribution here has been the introduction of the MU-X."

Isuzu Ute says it also averaged annual growth of around 29 per cent for the first five years after its Australian debut in 2008, before the major sales spike last year. Its dealer network continues to expand too; an initial network of 38 dealers has grown to 120 outlets, with significant representation in both metro and regional areas.

Isuzu Ute's Assistant General Manager, Marketing & PR, Dave Harding, said there is no shortage of opportunity for future expansion, despite the manufacturer's relatively limited line-up.

"We're a two-car, two-vehicle, two-model pony, but we're competing in nearly 50 per cent of the market," he said, in reference to the sales volumes generated in the utility and large SUV segments.

Mr Harding said the company was aiming for 20,000 sales or growth of 20 per cent for 2015.

"When you look at our past growth, particularly in those early years when we only had that one model and we still managed 29 per cent, that 20 per cent [growth] is very achievable," he said.

"Our target for market share in the next few years is 10 per cent and that isn't a goal, it's an expectation."

In 2014 Isuzu achieved market shares of 7.6 per cent and 4.3 per cent for its D-MAX and MU-X respectively.

Mr Harding said the company has shifted its marketing focus to address the rising tide of updated pick-ups expected this year, its efforts focussing more on the lifestyle benefits of Isuzu ownership.

The change of direction has seen the birth of a new media campaign, with Isuzu Ute calling upon Australian band Kingswood to produce a cover of the '70s Fleetwood Mac song, Go Your Own Way.

The accompanying television commercial depicts a range of Isuzu owners using their vehicles to chase a variety of recreational and sporting pursuits, marking a distinct departure from the company's earlier corporate tagline of, 'Isuzu: Spirit of Truck'.

Mike Conybeare, Isuzu's Deputy General Manager, Marketing & PR, says the change will help the company contend with various competitors' impending model updates.

"As a company we have to make that change of direction from going on the rational benefits [of the vehicle] to going to the emotional connection to our brand," he says.

"We really have to appeal and put ourselves into the heart of the buyers. That's where our opportunity lies. We're hoping that the I-Venture Club, the X-Runner and the Go Your Own Way brand campaign really has this emotional tie, and will help turn people around so they can say, 'Yes, I can own an Isuzu'.

"Hopefully this will help us gain some momentum and palm off some competition. We know we've got new product coming into the market, but we're pretty confident that we've still got a really good product that can compete."

The company will, however, soon face stiff competition in the form of several updates from long-established players, with 2015 seeing the release of updated offerings including Ford's Ranger and new Everest, Nissan's Navara, Mitsubishi's Triton and Toyota's dominant HiLux, along with the recently tweaked Colorado and Colorado 7.