Toughness in pickup trucks does not just call for off-road prowess or the ability to carry heavy loads, and this concept was underscored by the All-New Isuzu D-MAX in a road trip event.

Photos by Ulysses Ang

CAGAYAN DE ORO—The Atrium of Limketkai Mall buzzed with excitement when the all-new Isuzu D-Max was unveiled by Mr. Nobuo Izumina, Isuzu Philippines Corporation (IPC) President and Mr. Frank Rolida, Isuzu Cagayan de Oro President. The D-Max’s Cagayan de Oro debut was the ideal since the city and the surrounding areas account for 50 percent of IPC’s sales in Mindanao. The launch was also meant to address the region’s demand for a vehicle that can serve various business functions and agriculture-related requirements, as well as cater to the weekend recreational needs such as mountain trekking or trips to the farm.

Photos by Ulysses Ang

What were you doing in November 2003? The month the Concorde supersonic jet made its last ever flight over Bristol, England, Isuzu Philippines Corporation launched a game-changing pick-up called the D-Max to replace its venerable Fuego range. Amidst intense competition from its rivals, the D-Max has remained one of Isuzu’s perennial best-sellers, garnering an unbelievable 44-percent market share at one point. A decade later and 20,000 satisfied owners later, Isuzu’s hoping to continue its hot streak with the launch of the all-new D-Max—the model’s first comprehensive model change since its launch.

Isuzu has always been a force to be reckoned with when it comes to diesel engines.  Their formidable direct-injection lean burners have always been the first choice when it comes to reliability and dependability.  Tune into the news, and chances are, you’ll see an Isuzu truck delivering relief aid to typhoon victims.  This unparalleled reputation has translated well to their passenger vehicle line as well.  The Alterra, D-MAX and Crosswind have been continuously selling strong despite the stiff competition it’s been facing of late.  Not wanting to rest simply on its diesel superiority, Isuzu has been continuously upgrading its products, all to cater to the ever finicky buying public.  Coming from the same basic gene pool, the 2008 Alterra and D-MAX represent the newest offerings from the world’s diesel leader.