Isuzu UK celebrates ten years of D-Max and nearly 50,000 sales

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Ten years ago this week, Isuzu UK launched the then-new Isuzu D-Max, following its UK premiere at the Commercial Vehicle Show at the NEC Birmingham (24th – 26th April 2012), with the Isuzu D-Max replacing the outgoing Isuzu Rodeo pick-up model.

At the time of launch in June 2012, the Isuzu D-Max was available in four specification levels and was also made available in an extended cab configuration for the first time. This meant that, along with single and double cab body styles,  there was an Isuzu D-Max available for every potential user. A philosophy that remains in place today.

Isuzu D-Max Commercial Vehicle Show 2012

Back in 2012, the Isuzu D-Max was launched at a press, fleet and dealer event at Kemble airfield near Cirencester, with the theme of ‘The All-New D-Max has Landed’. A bespoke off-road course, built in a quarry close to the airfield, demonstrated the vehicle’s outstanding off-road capability and gave those in attendance a really unforgettable experience behind the wheel of the new pick-up.

After a decade of D-Max, Isuzu UK has accumulated nearly 50,000 sales of the pick-up, with the multi Award-Winning Isuzu D-Max becoming a firmly established favourite in the UK market. The latest generation of D-Max went on sale in 2021 and boasts class-leading safety standards, achieving the maximum five-star safety rating in the tough new Euro NCAP test.

This UK first for a pick-up is in part due to the new Advanced Driver Assist Systems (ADAS) fitted as standard across the range, with every Isuzu D-Max featuring Forward Collision Warning, Traffic Sign Recognition, Manual & Intelligent Speed Limiter, along with Lane Departure Warning and Autonomous Emergency Braking as standard.

Isuzu D-Max

Alan Able, Brand Director, Isuzu UK said “We’ve had a very successful decade of D-Max in the UK, with the brand setting new standards in the pick-up market. We also continue to evolve the D-Max offering in the UK, with new versions that appeal right across the diverse spectrum of users that we have. Looking forwards, Isuzu UK has high expectations for the next ten years of D-Max as the brand continues to go from strength to strength.”

At the Commercial Vehicle Show in 2022, Isuzu showcased the brand’s dedicated Fleet Conversion Centre and displayed several specialist vehicles built to exact customer specifications, demonstrating the versatility and adaptability of the base vehicle.

Also, making the first public debut since its launch, Isuzu UK displayed the brand’s new flagship model, the D-Max Arctic Trucks AT35, which was joined by a unique show-special version codenamed Basecamp which was built to demonstrate the extreme nature and adventure possibilities of the new model.  

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