Isuzu Motors has made its debut at the 2014 Auto Expo, showcasing what it calls ‘India’s first multi-utility pick-up’ – the D-Max Space Cab pickup. The company says it expectsIndia to be the world's largest 1-tonne pickup truck market by 2023 and its manufacturing hub for emerging markets.
Isuzu will market its D-Max pickup trucks primarily as owner-driven utility vehicles, especially in rural areas. Isuzu Motors’ strategy varies from that of Tata Motors and Mahindra & Mahindra, which marketed their respective Xenon and Getaway pickups as lifestyle vehicles for urban consumers.
Toru Kishimoto, vice-president, vehicle sales division, has stated that the company intends to focus right now on its SUVs and pick-ups. “The Indian market is seeing a slump but the demand for SUVs and pick-ups is still high. So, we intend to focus first on them.”
Along with the D-Max pickup truck, Isuzu also showcased a rally version of the D-Max, which has participated in events such as the Dakar Rally, Australasian Safari Rally, Asia Cross Country Rally and more, to highlight the vehicle’s off-road capabilities. The company stall has on display the recently launched butch MU-7 SUV, priced at Rs 22.30 lakh and powered by a 3.0-litre diesel engine producing 161bhp.
Isuzu has recently commenced local assembly of the seven-seater MU-7 from HM’s plant near Chennai from CKD kits sourced from Thailand. The company’s all-new plant at SriCity, near Hyderabad, when fully operational, will have an annual production capacity of 120,000 units. The exhibit will give the relatively unknown Isuzu brand some much-needed exposure to potential buyers in India.