Isuzu Phl expects D-Max sales to exceed 4,000-target

MANILA, Philippines - Isuzu Philippines Corp. (IPC) expects to breach its sales goal of 4,000 units for the D-MAX pickup this year, given the launch of the new X-Series variants and strong local demand. 

“Our target is to sell 4,000 units this year, but we will probably exceed 4,000. We were surprised with the market. There is strong demand for pickups,” IPC assistant sales division head Joseph Bautista told reporters during the launch of the D-MAX X-Series Wednesday night.

While the IPC is already selling seven variants of the D-MAX, the firm has launched new variants of the pickup: the D-MAX X-Series 4x2 available in manual and automatic transmissions targeted for the millennials.

Bautista said the firm decided to introduce the X-Series here as they have observed that the buyers of the pickup are becoming younger. 

“They don’t only use it for work during the weekend, they also use it to put their bicycles, etc…These are individuals between 25 and 40 or what we call the millennials or generation Y,” he said. 

Apart from a stylish racing-style decal that runs on its hood and tailgate and 17” metallic finish alloy wheels, the D-MAX X-Series has a cargo bed liner that allows the upwardly mobile to securely accommodate active weekend gear like mountain bikes, wake boards or camping equipment. 

The D-MAX X-Series retails for P1.234 million for the manual variant and P1.286 million for the automatic variant. 

While both variants are imported from Thailand, Bautista said the IPC intends to locally assemble D-Max pickups by next year. 

At present, IPC manufactures 90 percent of the Isuzu vehicles being sold here, except the Alterra and Category V or heavy-duty trucks. 

Bautista said IPC expects to produce a total of 12,000 vehicles at its plant in Binan, Laguna this year. 

The firm aims to hit record-high sales of 15,000 units this year. 

Bautista said IPC expects higher sales amid demand for the D-MAX, Crosswind, as well as trucks. 

“The market is now realizing the advantages of buying brand new (trucks),” he said.

“And since our economy is growing, most of our buyers are corporate accounts. They are expanding and buying trucks,” he added.

He also said the firm may launch another vehicle model this year. 

Last year, IPC sold 11,793 units. 

As of end-July, IPC has sold 7,441 units, up 8.6 percent from the 6,851 units in the same period last year.