Why the new Isuzu D-MAX will outsell the new Mazda BT-50

Isuzu UTE Australia hopes the all-new Isuzu D-MAX will outsell its mechanical twin, the 2021 Mazda BT-50, thanks to more fleet and 4x2 sales and a bigger dealer network.

Full details of the classier, safer and more expensive new Isuzu D-MAX were announced last week before sales commence on September 1, while Mazda is expected is expected to confirm pricing and specs for its new BT-50 before its official release in October.

Both car-makers say supplies of their new utes will be abundant following coronavirus-related production delays, but while all three D-MAX body styles will be available from launch, the BT-50 will arrive only in volume-selling dual-cab 4x4 ute form, with single-cab and Freestyle extra-cab versions to follow next year.

Neither brand will disclose sales targets, but despite significantly higher prices IUA is ‘conservatively’ aiming for a 10 per cent market share with the new D-MAX, which will not only target volume-selling 4x2 utes like the Toyota HiLux Workmate but will also be more profitable than before due to a higher proportion of premium dual-cab 4x4 sales.

That could see D-MAX sales overtake the Mitsubishi Triton’s and would be a considerable step up from the current model’s sales. But it would still be well short of the market-leading Toyota HiLux and Ford Ranger, despite the new D-MAX out-selling them both in Thailand, where Australia’s five most popular utes are made.

So far this year, Isuzu has sold 2251 D-MAX 4x2s, accounting 14.4 per cent of the segment and placing behind only the HiLux. Meantime the BT-50 4x2 has found 1762 homes, putting it third with an 11.9 per cent share.

When it comes to more popular 4x4 versions, 5080 D-MAX sales and a 5.8 per cent share places it seventh behind the Ranger, HiLux, Triton, Holden Colorado, Toyota LandCruiser and Nissan Navara. Once again the BT-50 is right behind with 4481 sales and a 5.2 per cent share.

Overall, to July this year the old Isuzu D-MAX has attracted 7311 buyers and the outgoing Mazda BT-50 6243, making them the nation’s fourth and seventh most popular utes respectively.

IUA says that despite the two new utes being technically identical, including a class-leading new safety package that will be matched by the Mazda, Isuzu will attract more 4x2 and business/fleet buyers than Mazda, which traditionally has one of the industry’s highest private buyer ratios.

The Isuzu D-MAX will also be available via a bigger retail network in Australia, where IUA has 157 locations including service-only sites and Mazda has 141 dealers. The D-MAX will also be backed by a longer factory warranty – six years versus five for the BT-50.

“It’s the elephant in the room isn’t it?” said IUA general manager of sales Ben Jaeger during the Isuzu D-MAX media launch.

“But the reality is we’ve got two very different brands and two very different brand propositions. Our brands appeal to very different customer bases.

“We earned our stripes in the commercial space and we’ve got a very strong reputation for that. We also feel out network provides us a real strength, especially in our coverage around the country.

“We’re also very strong across all customer types, so while we really value our private and ABN customers, as you can see from our value-added campaigns throughout the year, we’re also very experienced in dealing with fleets of larger sizes, providing business solutions for their needs.

“So we’re quite confident in what we can offer a variety of customers. I can’t speak for Mazda. They might be working really hard at their end in that space as well, but I guess that’s our position to market.”

Both new utes are expected to achieve a maximum five-star ANCAP safety rating – something the existing Mazda BT-50 came with from its launch in 2011 but the outgoing D-MAX only achieved in 2016, also under a more lenient scoring regime – which is mandated by many large vehicle fleets.

“We haven’t been able to sell to some of the larger fleets because of their safety requirements,” admitted Jaeger.

“[But] This vehicle is obviously a leader in safety now and that opens up enormous opportunities for us to sell to those particular customers.

“We have a strong 4x2 customer base and a highly engaged dealer network that is really excited about the new D-MAX.”