Take it to D-Max
Isuzu’s D-Max is heading a spectacular increase in the Japanese brand’s sales in New Zealand – and right at the top of the ute range is a highlys-pecified LS-T model.
Isuzu’s D-Max is heading a spectacular increase in the Japanese brand’s sales in New Zealand – and right at the top of the ute range is a highly-specified LS-Tmodel.
For a company that has been in existence for just six years. Isuzu Utes New Zealand Ltd has made remarkable progress.
Prior to that date the only way a New Zealander could purchase a new Isuzu ute was to buy a Holden Rodeo. That was the result of General Motors’ controlling shareholding of Isuzu, which meant that although the utes were built in Thailand in an Isuzu factory, they had to be sold as rebadged Holden Rodeos in Australasia.
But in the early 2000sGM found itself in financial shtook, which among other things caused Isuzu to progressively buy back its shareholding. GMheld a 49 per cent stake in 1999, but by 2008 the stakeholding had disappeared.
From the New Zealand perspective, there were two interesting downstream effects. One was that as a result of the GMIsuzu split, Holden lost its right to sell Isuzu utes or even use the Rodeo nameplate, so it got its truck built elsewhere in Thailand and changed the ute’s name to Colorado.
The other was that the split created a great Kiwi business opportunity – it allowed Isuzu to sell its utes here under its own name.
In a nutshell, that’s the background behind the creation of Isuzu Utes NZ, which began selling its utes – called D-Max – from June 2010. Since then the company has enjoyed year-onyear sales growth of between 20 per cent and 40 per cent as it progresses towards a stated aim of becoming the third-biggest seller of utes, behind Ford and Toyota.
Isuzu Utes NZ hasn’t got there yet, but it is circling the wagons. Last year it sold 1696 D-Max, and to the end of June this year it had sold 1155 of the utes which means that once again it is heading for a record year. And June was a particularly strong month, largely thanks to Fieldays where Isuzu sold 100 vehicles. During the month it sold 287 D-Maxes for a strong 6 per cent market share – just behind Mitsubishi with 326 Tritons and Nissan with 303 Navaras, and not that far behind Holden which sold 410 of the D-Max’s cousin the Colorado.
It’s no surprise that the Isuzu ute sales growth is occurring, because this is a Japanese brand with commercial vehicle history.
It’s been building utes and other 4x4 product for more than 50 years, and it is the world’s largest manufacturer of diesel engines. Isuzu engines are under the bonnets of many other vehicles manufactured by such brands as Renault, Opel and Ford. The company also makes dieselengined product for other brands, such as Mazda.
In the case of the D-Max, the entire 12-model fleet available in NZ is powered by Isuzu’s venerable J Series diesel, which has been progressively re-powered and refined over the years to keep it competitive.
The version aboard the ute is the 4JJ1-TC Hi-Power, which features electronic common rail direct injection and a variable geometry system turbocharger with intercooler, and it develops 130 kilowatts of power and 380 newton metres of torque. On paper those figures aren’t particularly high when compared to most other turbo-diesel utes on sale in New Zealand, but the reality is that they are nett figures, and as a result performance isn’t an issue with this Isuzu – it simply goes well in a no-nonsense and relaxed sort of way. And talking about relaxed, a particularly fine version of the D-Max is a model that is unique to New Zealand – a highly specified two-wheel drive LS-T with fivespeed auto.
We have no idea what the T stands for, other than perhaps the fact that its specification tops that of the equivalent LS model via addition of a roof rack, satellite navigation with GPS in a sharkfin antenna mounted on the roof, and leather upholstery. Whatever, this ute appeals as a comfortable and very well specified vehicle for its $52,890 asking price. That RRP is about lineball with other top-ofthe-range 2WD double-cab utes on the Kiwi market, but the Isuzu does lead the way with its level of specification.
It’s a nice drive. The D-Max LST is spacious and reasonably quiet for a four-cylinder diesel, and standard equipment includes sixway electric adjustability of the drivers seat, a premium sixspeaker audio, climate control air conditioning, and a reversing camera – and believe us, such cameras are very useful when reversing any vehicle with a tray out the back.
The fact this D-Max is rearwheel drive does limit its abilities in the rougher stuff, but it does have the same 235mm ground clearance as the 4WD model, and a combination of ABS brakes, hillstart assist, stability control and traction control help in conditions such as mud and sand.
On the road the D-Max’s ride can be quite hard, especially when it is empty of passengers or load, but that’s the result of the vehicle being one of the most robust utes on the market thanks to its separate, full-length heavy-duty chassis with seven cross members, and leaf-sprung rear suspension.
There’s good load space in the rear wellside, the tailgate is lockable, and the roof rails can carry loads weighing up to 60kg.
And good news for towing – the 2WD LS-T’s braked tow rating has just been increased from 2500kg to 3500kg, which is the the same as the 4WD models.
The LS-T 2WD was introduced exclusively to New Zealand last year to meet potential demand from so-called lifestylers for a double-cab ute with all the bells and whistles and with automatic transmission, but without the expense of four-wheel drive – the 4WD version retails for $8100 more. The rear-driven model has sold well enough too, even though it is the LS version that remains the most popular D-Max.
Isuzu Utes NZ has just upgraded the LS too, giving the model reversing camera, an eightinch touch-screen audio system, climate control air conditioning, an updated instrument cluster, hill-start assist and a new-style tailgate that is also lockable.
As a result, LS prices have gone up by $1000, so they now start at $45,790 for a 2WD manual through to $57,990 for a 4WD automatic.
Overall, it’s an appealing selection of D-Max utes, the range topped off by the LS-T models that include the unique 2WD version that is built exclusively for New Zealand.
Nice thought really – a ute built in Thailand by a Japanese company just for Kiwi lifestylers.