JEDDAH, 31 January 2007 -- Since its entry into the Saudi market in 2004, the Isuzu D-Max has rapidly established itself as the new truck on the block.

Pyapong Tannaphai, Middle East Team manager for Isuzu (Thailand) announced that the 2006 sales recorded a 70 percent increase over the 2004 figures and were 48 percent up on 2006. With the launch of the upgraded 2007 D-Max, he expected the D-Max's firmly established roots to bear fruit again this year. He added that since the first D-Max one ton truck began its Saudi-dedicated production, the output from the Thailand factory had risen from 3,555 units per year to 23,745 units per year and opined that the rapid and substantial growth indicated that the buying public had taken the tough new-boy to their heart.

Toru Kishimoto, general manager of Isuzu Operations (Thailand) said in his address at the launch that Isuzu was one of the world's largest manufacturers of diesel pickups and other diesel commercial vehicles. "The D-Max is a proven pick-up in the Kingdom in terms of high durability and low fuel consumption," he said. He emphasized that apart from increased reliability, the diesel engine as a general design had greater reliability and the Isuzu diesel gave a 30 percent greater operator fuel efficiency over petrol models. The combination of lower fuel price, greater reliability and efficiency and the longer life of diesel engines encouraged him to believe that the company will continue to make diesels for the foreseeable future.

The competitive price, he said, was an added attraction that made the truck a popular choice. "We delivered over 23,000 units of the D-Max to the Kingdom in 2006. It is the number one pick-up truck in many countries and we are looking forward to the same success here."

Toru was confident that the revamped design would add to consumer appeal. Maintaining what seems to be a recently established trend toward creature comforts and 'lifestyle' considerations in the small truck market, both exterior and interior details of the D-Max have seen some significant changes. The front end, with its angular face follows the trend toward the vogue of "aggressive" and "tough" design that provides a carry-over link to the off road and rugged lifestyle image that the 2007 light trucks seem keen to promote. The D-Max, with its rear leaf suspension, coil front springs and strengthened chassis follows the classic design of the one ton pickup. The cab interior is clean and very functional with satisfyingly clear and instantly readable instruments of circular design, making them very easy to read.

The willing heart of the Isuzu is the diesel engine. The 3.0 liter and 2.5 liter common rail turbo charged direct injection units are powerful with extended flat torque curve which means that power is delivered evenly across a wide rpm range.

By Roger Harrison

© Arab News 2007