New Isuzu D-MAX targets Workmate and Wildtrak, ‘Warrior’ to come

Not content with launching a classy new X-Terrain flagship for its third-generation Isuzu D-MAX ute range, Isuzu UTE Australia says it may go further upmarket with a rival for top-shelf versions of the top-selling Toyota HiLux and Ford Ranger.

Priced at $62,900 plus on-road costs (or $58,990 drive-away initially – $4000 more than the previous LS-T flagship), the new range-topping Isuzu D-MAX X-Terrain auto lines up directly with the popular Ranger Wildtrak (from $62,090) and the facelifted HiLux SR5+ auto ($62,420) also announced this week.

But when it launched the new Isuzu D-MAX yesterday, IUA said it is considering an even pricier variant that would compete with the profitable locally-developed tough-trucks like the HiLux Rugged X, Nissan Navara N-TREK Warrior ($63,790) and the factory-made, next-level Ford Ranger Raptor ($77,190).

The current Toyota HiLux Rugged X and Rogue are both priced at $62,490. Pricing for the facelifted versions is yet to be announced, but is likely to follow the rest of the range in being significantly more expensive.

“We see the competitors like Warrior and Raptor … some customers would like those vehicles,” said IUA director of sales, marketing and fleet, Koichiro Yoshida.

“We keep monitoring those demands and we are also studying if that kind of vehicle is really appreciated by the market.

“Yes, we are having that study internally, but at this moment still no clear plan to introduce such a model,” said Yoshida in response to questions about an even pricier D-MAX.

Given that Australia is the first and largest export market for the new Isuzu D-MAX outside Thailand, Aussie ute buyers are likely to have substantial influence on the future development direction of the new ute.

At the other end of the scale, IUA says it will also more actively target fleet sales with the new D-MAX, which replaces a model that was already Australia’s fourth most popular ute behind the HiLux, Ranger and Mitsubishi Triton.

While the Ranger is routinely the nation’s top-selling 4x4 ute, the HiLux is on track to notch up its fifth consecutive year as Australia’s favourite vehicle (not just ute), largely off the back of strong 4x2 sales to fleet and business buyers.

Admission to the new Isuzu D-MAX range costs $32,300 plus ORCs (or $29,990 drive-away initially – $3000 more than before) for the SX 4x2 single-cab/chassis, which in the absence of a cheaper petrol version will compete with the 2021 Toyota HiLux Workmate Hi-Rider diesel manual ($28,830 plus ORCs).

Helping Isuzu’s cause, the new Isuzu D-MAX is now ‘Australia’s safest ute’ thanks to a standard range-wide IDAS safety suite that includes all of the latest driver aids, plus a first-in-class centre airbag.

That should all but guarantee the maximum five-star ANCAP safety rating now mandated by many company fleets. Local crash testing was delayed by COVID-19 but is currently underway, and IUA says it expects “the top safety rating”.

In addition, all new Isuzu D-MAX models bring a redesigned version of the brand’s trademark 3.0-litre four-cylinder turbo-diesel with more competitive 140kW/450Nm outputs.

Although average fuel consumption increases from 7.9 to 8.0L/100km due to extra weight, the D-MAX matches the class-leaders with a 3500kg towing capacity and betters all but the Raptor with an 800mm wading depth.

Isuzu also offers one of the best aftersales deals in the market, including a six-year factory warranty and seven-year roadside assist and capped-price service program, which IUA says is 10 per cent cheaper than before, with 15,000km service internals carrying over.

The new D-MAX already outsells the HiLux and Ranger in Thailand, where all three utes are made for the Asia-Pacific region, but IUA would not disclose its sales ambitions for the new model Down Under.

However, it expects to grow its overall share of the ute market from seven to at least 10 per cent, primarily via more 4x2 sales and by swaying more buyers from popular premium rivals like the HiLux SR5 and Ranger XLT, Ford Australia’s top-selling model variant.

IUA general manager of sales Ben Jaeger admitted that will mark a move away from the outgoing D-MAX’s market position, which was more in line with the Mitsubishi Triton.

“Yes, we are going upmarket, and we do expect to sell a high degree of premium models,” he said.

“We are moving up in regards to our pricing levels but we still feel as though we’ll be priced appropriately against the likes of HiLux and Ranger – number one and number two.

“So realistically we are moving up to them. We see them as our more natural competitors. They’re obviously the leaders for a reason. They set the benchmark but we feel as though we’ve [now] got a benchmark vehicle to be able to compete.

“Obviously we’ve got a lot of respect for our competitors. The vehicles that do well at the premium end of the crew-cab segment are XLT and Wildtrak Ranger and SR5 HiLux.

“They lead the way in regards to the volume and we’ve got aspirations as well. Our 10 per cent market share aspiration is conservative but obviously we’ve got a long way to go to get there.”

Jaeger said he didn’t expect the new D-MAX’s higher pricing to turn away buyers of the existing model, which he describes as value for money rather than cheap and cheerful.

“We don’t expect to lose too many customers because we have very loyal customers,” he said. “Overall, pricing did have to go up [due to] the new safety and technology.

“We’re not about making our vehicles too expensive, we want to be seen as good value for money. We don’t feel as though we will alienate our customers. We’re experiencing thousands of enquiries and a lot of our current customers are very excited to learn about our new model.”

Indeed, IUA’s general sales manager said the new D-MAX had the potential to attract new buyers to the ute segment.

“We feel as though we’ll be able to conquest some business from those brands [Toyota and Ford], but at the same time the vehicle will have broader market appeal across all markets as well,” he said.

“A lot of people are looking at crew-cab models as a family car and we feel as though we might see some transition, because of what the vehicle offers, from other segments that aren’t traditional LCV-type buyers, so we’re very excited about that.”