The Isuzu Ute story in Australia is a true David Vs Goliath struggle with the little guy well and truly scoring a memorable win.
When Isuzu Ute was launched in Australia it was pretty much a one-man operation aimed at what was then a lofty goal of selling 10,000 Isuzu LCVs in our market.
Of course, those initial Isuzu products were based on a tried and true, though quite dated platform/model, more familiar to Aussies as the old Holden Rodeo.
Today though, wow, what a different space Isuzu Ute is in.
They do have an SUV (the MU-X), but Isuzu Ute is consistently in the top 10 in the new vehicle race in Australia.
Both the D-Max ute and the MU-X are also in the top 10 for most popular models among Australian car buyers.
And the brand has sold more than 17,000 vehicles in our market in just the first four months of 2024.
Phenomenal.
And with that success has come an array of awards for the Isuzu Ute products, both locally and globally.
The latest award is the Trade Van Driver Awards 2024, where the Isuzu D-Max clinched the coveted title of ‘Vehicle of the Year’.
Taking the top award for the first time, which is decided upon by both expert panelists and readers, Isuzu D-Max is no stranger to other titles from the publication, it also took home the esteemed ‘Best Workhorse Pick-up’ award for the 12th consecutive year.
The editorial team at Trade Van Driver magazine are big fans of the D-Max (as you can tell) with publication Editor Matthew Eiseneggeras describing it as the go-to commercial vehicle.
“For the first time in the history of the Trade Van Driver Awards, a 4×4 pickup truck has won our top prize.”
“The D-Max has blossomed from being a small player to a rising star in its sector.”
To claim that Vehicle of the Year title the Isuzu D-Max had to be outstanding in multiple categories, including range, value, capability, reliability, and practicability.
“Isuzu has ticked all the boxes to claim the highest title at the Trade Van Driver Awards this year.” Mr. Eiseneggeras said.
