Isuzu dons its game face for new D-Max range

RAMSAY with IPC SVP for Sales Arthur Balmadrid

AN UPGRADED, meatier and meaner-looking version of Isuzu Philippines Corp.’s D-Max pickup truck has just been introduced last week.

Traditionally, the D-Max fared well against competition despite its look getting “long in the tooth.” But with the arrival of formidable models like the Ford Ranger, Mitsubishi Strada, Nissan Navara, and Toyota Hilux, Isuzu needed an equalizer.

“For many of our customers around the world, the D-Max has become their trustworthy companion for both family and business use. After all, the D-Max is stylish, and yet it is also very tough. But look again, because ‘tough’ just got a new look and a new attitude. Yes, it is tough, but it doesn’t lose its chill,” said IPC president Hajime Koso as he formally presented the new (2017) D-Max last week in Pasay City.

While the changes may seem subtle, a closer look would reveal that IPC did “more aggressive” changes to the top side fender, grill and front lights. There is also the new, incorporated LED day time operating light, and new 18-inch tires.

Remodeled grille

In front, the new D-Max incorporates a number of tweaks, including a remodeled front side grille. The top side fenders were enhanced as well as the bottom where the fog lighting is located.

The front lights were also rejuvenated, with LED day time operating lights incorporated.

To match the re-sculpted tailgate are redesigned taillights also equipped with LED lights.

The interior of the new D-Max also gets several updates: new designed electroluminescent instrument meter, colored multi-information display (with digital readout of the gear that is presently selected in the manual variants), new leather seat design, state-of-the-art 7-inch touchscreen multimedia system (with steering wheel controls and navigation and can even be equipped with a tire pressure monitoring system), passive entry system that is matched to a push-button engine start/stop function, and an automatic climate control system.

Both the 4×4 and 4×2 now come with new driver-assist package including electronic stability control, traction control, and hill start assist.
Other standard safety features include dual SRS airbags, anti-lock brakes with EBD and brake assist, and rear parking sensors with camera.

EVEN the rear has been updated

“The upgrades received by the new D-Max 3.0 LS are designed to make a capable truck even more appealing and value-laden to consumers. The pickup truck segment is currently one of the most dynamic and competitive in the local market, and we believe that the very popular D-Max should always stay ahead of its rivals in terms of equipment level and competence,” Koso said.

Fuel efficient

Koso is especially proud that the D-Max was recently recognized as the country’s most fuel-efficient vehicle—38.46 kpl—in the recently concluded Department of Energy Fuel Economy Run.

RAMSAY with Isuzu PH advertising supervisor Maylyn Gimutao

That same fuel-efficient engine powers the new D-Max. Equipped with a variable geometry system turbocharger and intercooler, this 3-liter, 4-cylinder 4JJ1-TC (HI) diesel engine generates 163 hp at 3,200 rpm, and 380 Nm of torque at 1,800-2,200 rpm.

This engine is mated to either a 5-speed automatic with sequential shift, or a 5-speed manual transmission.

On models equipped with 4WD, the new D-Max still features the Terrain Command Select Dial that allows drivers to shift from two- to four-wheel drive via a simple twist of a knob at speeds up to 100 kph.

New campaign

Coinciding with the launch of the new D-Max, IPC has also announced a new campaign dubbed, “Tough Enough for Anything.”
Along with the new campaign, IPC has chosen a new brand ambassador that it thinks embodies the athletic, family-oriented, and handsome qualities of Isuzu’s venerable pickup: the accomplished sportsman, actor, model, and host Derek Ramsay.

“Like the 2017 Isuzu D-Max, Ramsay is tough, and appears capable of handling anything that life may throw at him. We at IPC are extremely proud to have him as part of our family,” said Koso.

LEADING the ceremonial toast are (from left) Isuzu Motors International Operations Thailand Co. Ltd. president Yoichi Masuda, Isuzu Motor Co. Thailand president Takashi Kakuchi, Koso, new D-Max brand ambassador Derek Ramsay, IPC EVP Takashi Tomita, and Mitsubishi Corp. SVP Shigeru Wakabayashi.

“An accomplished Frisbee player who competes internationally, as well as a soccer enthusiast, Ramsay also has a tender soul as evidenced by his closeness to his family, and by his involvement in various civic and charitable activities,” Koso added.

The new D-Max 3.0L LS is available in Venetian Red, Cosmic Black, Titanium Silver, Splash White, and new Obsidian Gray paint colors. It comes with a 3-year/100,000-kilometer warranty (whichever comes first).
Prices are pegged at P1.52 million for the 3-li LS 4×4 A/T, P1.45 million for the 3-li LS 4×4 M/T, P1.21 million for the 3-li LS 4×2 A/T, and P1.14 million for the 3-li LS 4×2 M/T.