Isuzu UK has reached a significant milestone, having sold 125,000 vehicles since its entry into the UK market in 1987. Known for models like the Trooper, Piazza, TF, and Rodeo, Isuzu reflects on its journey leading to the success of the current D-Max.
This achievement is celebrated in June 2025, marking nearly four decades of presence in the UK.
The brand’s journey began with the introduction of the iconic Trooper model in 1987. With over 40,000 units sold in the UK, it accounted for about 32% of Isuzu’s total sales. The Trooper quickly became known for its durability and reliability as a 4×4 vehicle. The second generation, launched in 1992, featured improved performance and design.
In 1987, Isuzu expanded its offerings with the Piazza, a turbocharged coupé known for its speed and collaboration with Lotus. This partnership resulted in enhanced handling features that made it a sought-after classic. The Piazza showcased Isuzu’s versatility in producing both off-road and performance vehicles.
The introduction of Isuzu’s first pick-up truck, the TF, in 1988 marked another significant step. With various cab configurations and robust capabilities, it laid the foundation for Isuzu UK’s reputation as “The Pick-Up Professionals.” The TF was equipped with a powerful engine and impressive towing capacity.
In 2004, Isuzu launched the Rodeo model in the UK. It was notable for being the first diesel pick-up with an automatic gearbox. The Rodeo offered different variants catering to diverse needs and preferences. Its success paved the way for future models like the D-Max.
The D-Max debuted in 2012 and quickly gained popularity due to its toughness and reliability. It became a favourite among farmers and tradespeople thanks to its payload capacity and towing abilities. Over half of Isuzu’s sales are attributed to this model.
D-Max: A Modern Marvel
In 2017, a more efficient version of the D-Max was introduced with a cleaner engine meeting sustainability standards. By 2021, further enhancements were made to improve safety features and styling. These updates solidified its position as a leading pick-up choice.
Isuzu UK’s momentum continued with record sales years in 2023 and 2024. The D-Max achieved recognition as one of the top pick-ups in the UK market by securing multiple awards from various publications over several years.
A Glimpse into Future Innovations
Looking ahead, Isuzu plans to launch The New Isuzu D-Max EV by early 2026. This fully electric pick-up will offer impressive payload and towing capacities while maintaining full-time four-wheel drive capabilities. It represents a significant step towards redefining pick-ups in Europe.
Alan Able, Managing Director at Isuzu UK, expressed pride in reaching this milestone: “With our manufacturer warranty of 125,000 miles, it is a fitting milestone for us to celebrate 125,000 vehicle sales in the UK.” He highlighted their legacy from Trooper to D-Max while looking forward to embracing new technologies shaping their industry.
Throughout its history since entering the UK market with models like Trooper and Piazza becoming cult classics or introducing innovative features such as automatic transmission on diesel pick-ups through Rodeo; each step has contributed significantly towards establishing themselves as leaders within their segment today – offering tough yet dependable vehicles suited perfectly both work lifestyle applications alike!Ravi Krishnamurthy Drivespark