Does any brand punch heavier above its weight in Australia than Isuzu? At the time of writing (early September 2018), Isuzu Ute is the 13th most popular of 50-odd brands locally. With just two products, it outperforms big names including Audi, BMW, Jeep, Land Rover, Renault and Suzuki.
It helps that those models – the D-Max ute and MU-X SUV – compete in two of the country’s biggest vehicle segments, yet Isuzu’s reputation for never-die diesel engines, dating to the 1930s, or its appeal to grey nomads should never be underestimated. Isuzu Ute has also expanded its dealer network in recent years.
Holden is an even bigger name here, of course, though the Australian brand’s rival for the MU-X – the Trailblazer – is indicative of its recent struggles.
In terms of sales, there’s no contest. Up to the end of August, Isuzu had this year sold 5819 MU-Xs – up 14 per cent year on year. Trailblazer sales are down 14 per cent for the same period, for a year-to-date total of 1753 units.
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