Small engine, big Impact: D-Max on a roll again, smashes its own sales records

KUALA LUMPUR: The Isuzu's D-Max is on a roll, smashing its own sales records from last year with a cool 9,650 units flying off the lots in 2023. That's 439 more than the previous year, and we think it's no fluke. The latest truck has been turning heads and winning hearts, carving out a hefty slice of the pick-up market for itself since global debut in 2019. 

Isuzu's head honcho in Malaysia, Mr. Shunsuke Okazoe, probably can't keep the grin off his face. He says ever since the 3rd-Gen D-Max rolled into town back in 2021, it's been a hot piece of property. Good looks, a drive that feels just right, and a price tag that doesn't make you wince—it's got it all. And get this: sales from folks switching over to D-Max have shot up by 185%. That's not just keeping the loyal fans happy, that's pulling in crowds from all over.

Choice is the name of the game with eight different D-Max flavours on offer. From the gritty Single Cab workhorse to the plush X-Terrain that's sitting pretty at the top, there's a D-Max for every taste. And it looks like the 1.9-litre Standard is the crowd favorite, making up 28% of sales with its nifty balance of power, low road tax, and easy-on-the-wallet costs.

The swanky X-Terrain? It's on the up and up, too. People can't get enough of its polished look, top-notch tech, and the kind of on- and off-road chops that make you want to take the long way home. It's not just playing in the big leagues; it's setting the pace, with sales up by a whopping 24.5% since it first showed up, decked out with all the bells and whistles you could want, plus a 7-year warranty that's as unlimited as the miles you'll want to drive.

The D-Max has been such a hit that it's muscled its way up to second place in Sabah, Kedah, and Pahang, and snagged third place nationwide with 16.6% of the pick-up market.

Mr. Okazoe sums it up: this third-gen D-Max isn't just a beast of a truck; it's got the brains and the beauty to match. It's the kind of truck that fits into your life, no matter who you are or what you need. A truck for the people, through and through. And by the looks of it, the people are loving it.

When the third-generation Isuzu D-Max hit the Malaysian market in 2021, it created quite a stir, especially with its smaller engine option that defied the conventional norms of pick-up trucks. Traditionally, trucks are associated with large, powerful engines, but the D-Max introduced a more compact yet efficient powertrain, challenging the status quo.

Equipped with a 1.9-litre turbo-diesel engine with 150PS and 350Nm of torque, this iteration of the D-Max was a pleasant surprise for many. Despite its smaller size, this engine packed a punch, delivering impressive power and torque as well as impressively low fuel consumption. It struck a perfect balance between performance and efficiency, making it an attractive option for both personal and commercial use.

The smaller engine also meant benefits like lower road tax and better fuel economy, without compromising the truck’s capability for tough tasks and off-road adventures. This strategic move by Isuzu not only appealed to traditional truck enthusiasts but also attracted a new segment of buyers who were looking for a more economical and environmentally friendly option in a pick-up truck.

The 3rd-Gen Isuzu D-Max has been updated every year since its local debut adding to its impressive list of features.

Also Read: Isuzu D-Max X-Terrain: Offers limitless possibilities for women