HARDCORE VALUES

Tweaks for a new year but same rugged truck attitude

For advice on how to successfully sell cars to Australians, may we please invite Isuzu to the stage. Despite having just two models in its line-up — the D-Max ute and ute-based MU-X SUV — the brand sold nearly 26,000 vehicles last year, maintaining its year-on-year double digit growth record.

Different buyer profiles of course, but it’s a fun fact that Isuzu sold more cars here in 2017 than BMW or Audi.

Reluctant to unsteady this happy ship of success, Isuzu has operated a marginal gains policy for its 2018 D-Max one-tonne ute, dropping in a few improvements and steering well clear of anything revolutionary.

The still-utilitarian cabin has been softened slightly, it can carry an extra 100kg than before, new suspension improves the ride and a rear camera as standard puts it on par with most ute rivals on the safety front.

But it’s as you were for the D-Max’s key selling points. Namely the proven reliability of the understressed 130kW/430Nm 3.0-litre turbo diesel engine, decent towing performance, appealing drive-away prices and a long warranty.

A market Isuzu can’t afford to ignore is the cashed-up tradie, or simply those seeking one-tonner tough looks with the hard edges rounded off.

Enter the D-Max LS-T Crew Cab (double cab) to the range on a permanent basis, a $54,700 flagship 4x4 sporting 18-inch alloys with highway tyres, perforated leather seats, sat nav and keyless entry.

Such premium features (for a ute) are typical on most

range-topping one-tonner rivals, but Isuzu has been reluctant to overtly travel this path for fear of jeopardising its core “tough and rugged” image.

Reality is not all Isuzu buyers take their utes off road, hence the availability of the prestige LS-T as a 4x2 with highway tyres for $46,900.

Despite this, Isuzu’s message was clear. “The D-Max is a scaled down truck, not a scaled up car,” said Mark Harman, PR and sponsorship manager.

Isuzu’s top brass did suggest that if LS-T sales were strong it would consider a more hardcore D-Max version in future, along the lines of the new Ford Ranger Raptor and Toyota HiLux Rogues and Ruggeds.

ON THE ROAD

Small improvements are key, and a simple fix Isuzu has brought to the MY18 D-Max Crew Cabs is soft touch leatherette for the arm rests.

I’ve had plenty of off-road wheel time in the outgoing D-Max and needed a towel on the centre console to avoid my elbow rubbing itself raw on the hard plastic.

The new soft touch upgrades are welcome and well executed.

While we’re sure to see most one-tonne utes sporting coil sprung rears in the near future, the new D-Max introduces a new unique-to-Australia three-span leaf spring suspension setup for its Crew Cabs.

Using denser steel for the springs the aim is greater on-road comfort without compromising the off-road, hauling and towing talent.