Isuzu D-Max 4×4 Drive Series conquers Cebu

The D-Max’s impressive four-wheel drive system comes to fore in this kind of terrain. PHOTOS BY BOTCHI SANTOS

Isuzu Philippines Corp., the industry’s acknowledged 4×4 diesel and truck expert, kicked off the southern leg of their 4×4 Drive Series in Mandaue City, Cebu, last May 9-11, demonstrating the amazing off-road abilities of the all-new Isuzu D-Max right out of the box.

With pickup sales growing particularly of the top-model 4×4 variants, it was a fitting event to demonstrate what a regular D-Max pickup can achieve with the right driving technique and some common sense through the most extreme terrain and conditions.

Tomita and event organizer Beeboy Bargas with special guests

Off-road 4×4 adventure specialist Beeboy Bargas of Land Craft Adventures laid out a tough driving course, which included 40-degree ascents and descents, that showed the D-Max’s impressive departure and descent angles, its super climb crawling abilities and the engine’s “unique to its class” antistall feature which meters out precisely the amount of diesel needed to keep the engine from dying and doubles as a simple hill ascent-descent control system by regulating the speed carefully.

There was also a segment where drivers had to go  through a  giant cone-shaped roundabout, 15 meters in diameter, which saw the D-Max moving on its side in a 40-degree side angle, followed by extreme left and right camber situations, and going through giant potholes resembling elephant footprints, which showcased the D-Max’s impressive individual axle articulation while still being able to provide drive to the wheels that possess traction, a testament to the D-Max’s impressive four-wheel drive system.

The fleet of D-Max pickups ready for showtime in Mandaue City, Cebu

Despite temperatures pushing well into the mid-30s and close to 100-percent relative humidity, almost a thousand participants took to the trails, with many taking multiple turns—showing the excitement and enthusiasm of Cebuanos for the D-Max and the specially prepared off-road trails.

Safety was the most important consideration throughout the event: Test-drivers were given a thorough briefing on safety, followed by a guided run through the course by the many off-road adventure specialist drivers from Land Craft Adventures before finally taking  the wheel themselves. In total, there were three D-Max pickups that saw heavy usage for this Cebu driving event, as guests became both drivers and passengers to experience the thrills offered by the impressive Isuzu D-Max.

All smiles

Various tests on a specially laid-out track, including 40-degree ascents and descents, put the many capabilities of the Isuzu D-Max on the spotlight.

Isuzu Philippines Corp. executive vice president Takahashi Tomita was all smiles at the event’s opening day, which was attended by Isuzu dealership principals and personnel all over the south, and VIPs and fleet clients, which included the Mandaue City government led by Vice Mayor Glenn Bercede and members of the city council. The vice mayor proudly said that in 2008, the city government purchased 12 Isuzu vehicles—which were noted for their reliability, fuel efficiency and great value—to serve as service vehicles for their various departments, allowing them to better serve their constituents.

Urban lifestyle vehicle

In a short interview, we asked Tomita what he thought were the reasons why the Isuzu D-Max is currently selling very well. According to Tomita-san, the D-Max is a technologically advanced and impressive product; the pickup truck, in general, is morphing into an urban lifestyle vehicle, increasing its popularity and acceptance particularly in cities outside Metro Manila, due to the growth of the local economy and tourism, plus the outdoor-adventure lifestyle boom, which is why the industry is at an all-time high.

Asked for Isuzu Philippines’ sales outlook for 2014, Tomita proudly and confidently said their target is 14,000 units combined for all Isuzu vehicles for 2014, a more than 20-percent increase from their 2013 sales. This would consist of roughly 50 percent for Isuzu Crosswind and all its variants, 25 percent for D-Max pickup and all its variants, and the rest made up of their light truck commercial vehicles and Alterra seven-seat SUV.

When asked about the Isuzu Alterra replacement, Tomita-san coyly replied that Alterra sales are still going steadily in spite of fresh competition and added that a replacement could be on the horizon soon. When exactly, though, is still unsure. But the Concept MU-X shown at last year’s 2013 Tokyo Motor Show gives an idea of the seven-seater SUV’s future.

The Isuzu D-Max Drive Series is a five-leg national event which kick-started in Pampangga, followed by the Mandaue-Cebu event. There will be additional legs in Bacolod, Cagayan de Oro and Davao City, where sales of the Isuzu D-Max, particularly in 4×4 variants, are expected to grow significantly in 2014.