Isuzu have seen a huge increase in sales for the lifestyle-oriented V-Cross D-Max, which just goes to show which way the pickup market is heading
There seems to be absolutely no stopping Isuzu recently, as they’ve just announced their best start to a year ever and have just released their brand new Expedition Edition following a partnership with ARB. There’s 3 extra articles there just in the introduction, which again highlights the Japanese brands surge and increasing dominance in the pickup market.
But it isn’t just the pickup market they’re after, they’re also going straight for the lifestyle market, targeting those who love the #VanLife idea but without actually having a van – more of us country folk who need something rugged, dependable and allows you to stop anywhere and pitch a tent.
With the new refreshed D-Max and what appears to be an increase in marketing, these things are everywhere in rural Wales it seems. It’s hard to drive a couple of miles down the road without seeing one, showcasing Isuzu’s commitment to increasing their market share.
Here are some numbers for you: in the first half of 2023, Isuzu UK managed to sell more V-Cross pickups than they did in the whole year of 2021. Come July 2023, they’ve managed to sell a whopping 95% more ‘Adventure’ models compared to the same month in 2021. This year alone, they’ve outsold their entire sales for 2022 and 2021 combined – now that’s a remarkable growth curve. The Adventure lineup seems to be on a roll, grabbing 24% of the total sales for 2023 up to now. And with the fresh drop of the new aforementioned Expedition Edition, it seems like Isuzu is all set to capture the hearts of even more explorers who want a vehicle that can do it all.
Gone are the days when trucks were simply tools for farmers and tradies, it seems everyone wants in on them, even Ford has taken note by releasing posher and more premiums versions of its Ranger. It’s highly likely this trend is set to continue, perhaps we’ll see a shift from SUVs to pickups in the future?
Seven-time world champion Carl Fogerty said, “I’m so excited to be part of Isuzu’s new adventure. I’ve had a V-Cross before and now I’ve got an AT35. The D-Max is perfect for my adventures. It’s tough, reliable, and it can do anything. No matter where I go or what I do, the D-Max can handle it all.”
Alan Able, who’s in charge of Isuzu UK, said, “This new plan is already working great, especially with the D-Max V-Cross – a real game-changer. It’s the perfect choice if you want a vehicle that’s tough and fun, all in one.”