Isuzu Traviz transcends its size

The hottest segment in the automotive market today is commercial vehicles, as confirmed by the latest year-to-date sales report of car and truck manufacturers.

The joint report of the Chamber of Automotive Manufacturers of the Philippines, Inc. (CAMPI) and Truck Manufacturers Association (TMA) for the January to October 2019 period shows that while passenger car sales dipped by 0.2 percent to 90,400 units, commercial vehicle (CV) sales rose by 3.8 percent to 211,361.

CVs refer not only to heavy duty trucks and buses, but also to light commercial vehicles (LCVs) which include SUVs, crossovers, pickup trucks and lightweight trucks.

The marketability of SUVs, crossovers and pickups for the daily commute, and lifestyle purposes has long been a given, but it was only recently that the demand for lightweight trucks boomed as business solutions for big manufacturers, SMEs (small to medium-scale enterprises), start-ups, entrepreneurs, and public transportation.

NEWEST TRUCK. Isuzu, the brand with a 19-year track record as the leading truck manufacturer and distributor in the Philippines, introduced last week the Traviz, its newest lightweight truck, to consolidate its market share in the fiercely contested lightweight truck category.

The Traviz’s name is based on the words “Transport, Trading and Transcend,” combined with the word “biz,” the shortened word for “business.”

Isuzu Philippines Corp.’s (IPC) parent company in Japan considered the launch of the Traviz so important as to warrant the presence of top honchos from Japan such as Hirokazu Okubo, Isuzu Motors Limited Japan sales executive officer, Masato Kagami, Isuzu Motors Limited Japan chief engineer of Traviz, Daisuke Takagi, Isuzu ASEAN Department, Mitsubishi Corp. (Japan) general manager, and Isuzu Business Division, Mitsubishi Corp. (Japan) division chief operating officer Shigeru Wakabayashi.

THREE CUSTOMER NEEDS. In his opening remarks, IPC president Hajime Koso said that the Traviz answers three of the needs of Isuzu customers.

First, the need to deliver products to retail stores or door-to-door, the so-called “Last Mile” delivery, after Isuzu’s medium- to heavy-duty trucks make the delivery from either the port or from manufacturing plants, to the warehouse or distribution center.

Koso pointed out that in this era of online shopping, “we cannot let our customers down. Come the new Isuzu Traviz, lightweight yet with a high payload capacity—efficient and perfect for high-volume delivery.”

Second, the Traviz will be the perfect companion for SMEs, entrepreneurs, start-ups, and pop-up retailers as it is fuel-efficient, ready for different body applications, and easy to maneuver, requiring only 4.5 meters for a complete U-turn even in the busiest areas and narrowest streets.

Third, the Traviz will not only serve as a business solution, but also as a transportation solution since it will complete Isuzu’s lineup for the Public Utility Vehicle Modernization Program. The Traviz with its modern design, comfort and convenience will serve as the platform for the Class 1 PUV.

To show how the Traviz is ready for a variety of body applications, IPC displayed a Traviz with a utility van body option that can be the basis for a PUV, a dropside truck option, an aluminum van, and a refrigerated van.

HEAVIEST PAYLOAD. Built on the sturdy D-Max pickup platform and powered by the Crosswind AUV’s durable, fuel-efficient 2.5-liter direct injection common rail Blue Power diesel engine upgraded to achieve Euro 4 rating, the Traviz has a 5-speed manual transmission and can carry up to 1.6-ton payload, the heaviest in the lightweight truck category, according to IPC.

With a timing chain for long engine lifespan, a durable axle, chassis and 6-stud disc wheel, Isuzu claims that the Traviz’s design combines the best qualities of Japan’s best-selling truck: hexapod design, fuel efficiency, capacity, rigidity. It is built to carry heavy loads over long distances in the toughest conditions.

Bigger front and rear brakes, similar to those on Isuzu pickup trucks, give the Traviz superior braking power. Ventilated disc brakes in front, leading and trailing drums at the rear, hydraulic vacuum-assisted dual circuit brake assist system, and deceleration sensing proportioning valve brake control enhance braking performance.

The suspension system consists of double wishbone with coil spring in front and semi-elliptical leaf spring at the rear. Power steering allows the driver to use minimum effort for maximum control.

The wide cabin can accommodate three people with spacious legroom, good visibility forward, air-conditioned comfort, a tuner radio with USB port and two speakers. Ingress and egress is easy and convenient.

Manufactured in Indonesia, the Traviz (locally known as Traga) has grabbed 48 percent market share within a year of its introduction in that country.

SALES TARGET. Two variants of the Traviz will be available: the short wheelbase Traviz S priced at P962,000 and the long wheelbase Traviz L selling for P992,000 (cab chassis only of both variants).

During a quick interview, IPC Sales Division Head Joseph Bautista said that the Traviz would be released in the first quarter of 2020, with 300 units a month as the initial sales target, leading up to 1,000 units a month. He estimated that the size of the lightweight truck market is 20,000 units a year and growing.

The Isuzu Traviz faces keen competition from the well-entrenched, renovated Mitsubishi L300, all-new Suzuki Carry, Hyundai H-100 Kapitan Kargo, and relaunched Kia K2500 Karga. Ford Motor Philippines is joining the fray with the Transit to be launched in the last week of the month. Will the Traviz transcend them all?