ISUZU achieves an awesome milestone in Thailand

Background:

SUVs and pickup trucks are the latest trends in the automotive industry. According to Statista, around 200 million SUVs were in operation across the world in 2019, representing a six-fold increase over 2010 when only 35 million vehicles were SUVs. From the US to China, customers are preferring Sports utility vehicles over regular sedans and hatchbacks mainly due to the cheaper prices of gasoline and a change in consumer behavior. Manufacturers have responded to this craze by offering new models in this segment and by increasing the production of high ride vehicles.

When it comes to pickup trucks and SUVs one cannot ignore ISUZU, the company has a history of making cool SUVs, crossovers, and pickup trucks though currently there is no crossover offered by the company. In the past years, the Japanese manufacturer has made a name for itself by capturing a healthy chunk of market share in several countries in the SUV and Pickup trucks segment.

The launch of ISUZU D-MAX in the early 2000s marked the beginning of a new era for the company. The truck managed to gather fame in a relatively short period of time and was slowly introduced in the other markets as well. In 2004, ISUZU launched the SUV MU-7 which was based on the D-MAX but instead had a seven-seating arrangement with a properly covered rear instead of a truck bed. The MU-7 was later renamed MU-X in 2013, and since then has been marketed as MU-X in several countries.

Remarkable milestone achieved by ISUZU:

Thailand has been serving as the main center of production for ISUZU, the country also acts as an export hub for ISUZU vehicles to several other nations. In October 2020 the company achieved an awesome milestone in Thailand. Isuzu motors company Thailand (limited) announced that they have successfully produced 5 million cars in Thailand, strengthening their position as a major manufacturing center and exporter of ISUZU vehicles. The Thailand subsidiary was founded more than 50 years ago in 1966 and since then has flourished due to the favorable auto industry environment in the country. ISUZU has a total production capacity of 361,000 units per year in Thailand which helps in catering to the export demands of their vehicles.

The company now offers the following two vehicles:

ISUZU MU-X:

Isuzu MU-X has emerged as a major cash cow for the company alongside the famous D-MAX. Toyota Fortuner and Ford Endeavor are the main competitors of MU-X and this may be the reason why the company has time and again introduced improvements in the vehicle. ISUZU has unveiled the 2021 MU-X, featuring bold and aggressive looks while also retaining the D-MAX looks on which it is based. It is due to the continuous enhancements that the SUV has gained a sizeable portion of consumers in Australia who primarily are more interested in Toyota vehicles. Aside from the improvements, the company is known to manufacture reliable vehicles that pass the test of time and have outstanding off-roading capabilities.

The MU-X is a 7-seater SUV based on a ladder frame chassis meaning that the car sits on top of the frame. This conventional manufacturing technique may not provide the most comfortable ride, but it gives exceptional off-roading capabilities. ISUZU has followed the market trend of broader front grills by incorporating an uplifted yet aggressive front fascia with full LED headlamps and daytime running lights that give the MU-X a contemporary look. The interior also does justice to the exterior styling, focus has been given on improving the interior quality while at the same time modern electronics have also been incorporated. ISUZU utilizes Aisin transmission for their vehicles which are notorious for being indestructible. Engine options remain the same.

ISUZU D-MAX:

Apart from ISUZU MU-X, the D-MAX has been the company’s major product for almost two decades. The pickup truck was first built as a result of a partnership with general motors, in several markets the Chevrolet Colorado was sold alongside the D-MAX although Colorado looked nearly identical. Since its inception, the D-MAX has undergone several facelifts and model upgrades. The truck competes with Ford Ranger and Toyota Hilux Revo. Offered in several engine options ranging from a 1.9L to a 3.0L diesel turbo, the truck has managed to make inroads in numerous countries and the company plans to expand its market further ahead.

The new ISUZU D-MAX went on sale last year in Thailand. It is a complete makeover of the previous version; the truck underwent major styling upgrades. These upgrades are now common in both the newer versions of ISUZU vehicles. The front fascia carries on the regular ISUZU design language, but this time the grill is grey instead of silver and the front has been made wider and more aggressive. New led headlamps together with daytime running lights give it a more pronounced look. Like the MU-X the interior went a major surgery, hard plastics have been replaced with soft-touch plastics and leather. ISUZU has stick with similar engine options as the predecessor versions. Both manual as well as automatic options are offered and are available in 4x2 and 4x4 versions. The truck scored five stars in ASEAN NCAP safety tests.

Impact of Covid-19 on vehicles sales in Thailand:

The Covid-19 pandemic has affected all the automakers especially the ones that are offering relatively expensive and luxury vehicles. According to the Bangkok Post, domestic car sales in Thailand went down almost 4.1% on year on year basis. The export market was also negatively affected by the pandemic, mainly because the buying power of the consumers has gone down and now, they are only focusing on the essential commodities.

Future plans of ISUZU:

ISUZU plans to expand beyond its conventional markets. Thailand will serve as a manufacturing hub like it has for all the other markets. The company has made significant progress in the South Asian region, though a lot more needs to be done.

If we look at the US market, it can be seen that the Pickup trucks and SUVs sales were the least affected by the pandemic. After the second wave, businesses are expected to go back to their pre-pandemic levels, which in turn means that ISUZU will enjoy healthy demand from its core markets and will continue with their future expansion plans. However, a crossover vehicle from ISUZU is a must, if the manufacturer plans to make a mark in the automotive industry.

This article does not necessarily reflect the opinions of the editors or management of EconoTimes