How Isuzu found the ‘love’

By Charles E. Buban Philippine Daily Inquirer May 01,2019

KOSO (center) is flanked by IPC VP for Sales Yasuhiko Oyama and EVP Shojiro Sakoda during the campaign’s formal launch held at Festival Mall in Alabang.

A key to Isuzu Philippines’ four decades of success in the country has been “love”—an unwavering devotion of its customers to the brand that according to IPC president, Hajime Koso, is something these owners take pride on. “Isuzu’s go-anywhere attributes; having an efficient and very dependable diesel engine; being one of the easiest vehicles to work on; and the fact that owners say they never have a problem with finding the relevant parts needed, makes Isuzu such an endearing choice.”

During the “I Love Isuzu” campaign held at the Carousel Court in Festival Supermall, Alabang, Muntinlupa City, Koso reiterates that Isuzu is more than just a truck brand: “Our pick-up and SUV models deliver the same outstanding performance coming from our expertise on diesel engines.”

It should be remembered that Isuzu’s history coincides with the development of diesel engines in Japan. It was in 1941 when the Japanese government designated Tokyo Automobile Industries—renamed Isuzu Motors Limited in 1949—as the only company permitted to manufacture diesel-powered vehicles, and since then, advanced the company’s position in the diesel engine development.

Actively promote

The “I Love Isuzu” campaign aims to encourage Isuzu customers to actively promote and share their experiences about the Isuzu brand, and to ultimately grow the community of Isuzu owners in the Philippines. As such, the campaign will also involve social media engagements on Facebook and Instagram.

Koso explains that the campaign has hinged on not just Isuzu vehicles’ exceptional durability, reliability, power, performance, and fuel-efficiency, but also on the entire motoring lifestyle experience of their owners and their families and friends, the kind of lifestyle experiences that have evolved into fond memories throughout the decades.

The campaign comprises various promos, prizes, and special events for Isuzu owners including the 2019 Fuel Eco Challenge that will have three legs and will be held from June to August.

Customers are also encouraged to share their Isuzu ownership story by submitting a three-minute video (with the owner and the vehicle) for the My Isuzu Story Video Contest. Entries must be uploaded to the Isuzu website from April 26 to June 6, 2019. A grand prize of P20,000 awaits the winning entry.

Koso explains the campaign aims to encourage Isuzu customers to actively promote and share their experiences about the brand.

Snap Share & Win contest

This month (May), owners are also invited to upload their family or barkada road-trip photos on their Instagram accounts and join the campaigns’ Snap Share & Win contest (don’t forget to tag the brand and use the #ILoveIsuzu hashtag). The photos must feature an Isuzu vehicle. Winners will receive fuel vouchers, as well as Isuzu premium items.

IPC’s Sales Division Head, Joseph Bautista informs that various dealers will also hold an open house where buyers can get exclusive promos, free test drives, and special offers on parts and service packages: Santa Rosa dealership on May 18; Taytay on May 25; Quezon Avenue on June 8; Manila on June 22; Bulacan on June 29; and Pagbilao in Quezon on July 6.

“The launch of the “I Love Isuzu” campaign has been the culminating event of months of research, planning, and collaboration among IPC and its dealers, business partners, suppliers, and the various Isuzu Clubs across the country,” says Bautista.

Bautista adds that IPC is gearing up for the 5th anniversary of the Isuzu mu-X SUV’s local debut. “By September this year, the mu-X would have sold more than 45,000 units, a milestone that deserves a grand celebration.

With Shell Pilipinas as the official fuel partner, the “I Love Isuzu” campaign will have various activities lined up. For more updates, log on to

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