D-MAX Racks Up 10,000 Sales

EAGLE FARM, AUSTRALIA – April 19, 2011: Isuzu UTE’s premium D-MAX one-tonne range of utes and cab/chassis has racked up its first 10,000 sales in Australia, 2½ years after launching locally.

The milestone was reached as D-MAX sales continue to steadily rise, exceeding 600 last month for the first time and in February topping 500 for the third time. First quarter 2011 sales are up 40 per cent on Q1/2010 with 4x4 sales up 50 per cent YTD.

Over 80 per cent of D-MAX sales are 4x4 with the range top seller consistently the highest-spec model, the LS-U 4x4 crew ute.

Isuzu UTE managing director Hitoshi Kono said the 10,000th sale represented achievement of the first major goal of the company in Australia.

“At our launch, we signified our 10,000 target as the occasion to paint in the second eye of a traditional Japanese Daruma Doll, a token often used to express a wish or set a goal, and I’m delighted now to be able to give full sight to my office companion of two plus years,” Mr Kono said.

D-MAX entered the market in October 2008 in the depths of the GFC with 38 dealers nationally. Since then, the number of Isuzu UTE dealers has more than doubled to 80 and distribution spread wide to include key provincial towns and outback posts as well as increased metro representation especially in Sydney and Melbourne.

“D-MAX has had a very positive reception from buyers in an extremely crowded ute market segment,” Mr Kono said.

“The great brand strength of Isuzu, world renowned for its truck and diesel engineering and its vehicles’ reliability, quality, economy and performance brought D-MAX a measure of instant recognition.

“Despite not offering any cheap, petrol-powered price-leader models, D-MAX soon appealed to private retail and small business buyers who were quick to appreciate its under-stressed three-litres of turbo-diesel torque—the same engine as also specified in Isuzu two-tonners—with its consequent high performance and towing ability allied with demonstrated excellent fuel economy.

“Now, larger fleet buyers including government departments leasing and mining companies, are increasingly identifying with the Isuzu brand strengths of reliability, low operating cost and resale value and joining the ranks of satisfied D-MAX owners and drivers,” Mr Kono said.

Ballarat quinella
The 10,000th D-MAX was sold by Ballarat Isuzu UTE, the same dealer who sold the 5,000th D-MAX.

The celebrated sale was effected by George Johns who sold an LS-U to local Darren Jacobson who runs a harness-racing horse stud and veterinary practice at ‘Rosehill Farm’, on 49ha at Clarke’s Hill, about 10km north of Ballarat. George may have also sold the 9,999th because he sold another D-MAX immediately before Darren’s that same day.

Darren said he needed a tough tow crew ute to haul his two-horse, diagonal-load float as well as carry his wife and vet Anne and their two children.

He said that although he already owned and was very happy with his bigger Isuzu truck which mainly towed his six-horse trailer, for the smaller truck he still researched elsewhere and looked at a Navara, but preferred the D-MAX’s bigger-engined performance, smoothness and extra cabin room, plus he had more faith in the Isuzu brand.

Darren was presented with his own Daruma Doll which he dutifully dotted in its second eye on taking delivery of his D-MAX.