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Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians?

Hans · Apr 25, 2021 03:20 PM

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 01

After years of plateauing, the Malaysian pick-up truck market is gaining pace again. Malaysian truck users have finally come to terms with the increase in prices for all key models, including the Toyota Hilux, Mitsubishi Triton, Ford Ranger, even the once workhorse-oriented Isuzu D-Max, all of which now start from circa RM 120k for the cheapest automatic transmission 4x4 variant.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 02

About 5 years ago, the market range trucks equipped as such was around RM 100k. Several factors are driving the increase in prices. The falling value of our Ringgit is the biggest culprit.

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Also readAll-new 2021 Isuzu D-Max in Malaysia - priced from RM 89k, new 3.0L engine, ADAS!

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 01

At the same time, Thailand’s auto policy is trending towards penalizing high CO2 emissions vehicles, which influenced the introduction of higher cost but cleaner emissions engines, which  are typically tied to European-standard safety features, which bumped up prices even further.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 02

Somewhere along the way, the combination in changing customer demand for dual-purpose work-and-leisure-use trucks, falling value of Ringgit, plus increase in exhaust emissions compliance cost killed the cheap workhorse truck.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 03

Previous RT D-Max was the last workhorse truck - you could throw anything at it and not feel guilty about it at all

The previous RT generation Isuzu D-Max was the last of its kind and personally, I missed it somewhat. It was a no-nonsense, honest to its ladder frame truck that didn’t try to be something it wasn’t. If you tick the base specs manual transmission, single-cab variant, you wouldn’t think twice about hosing the cabin down to clear out the mud.

These days, even a Chinese Maxus T60 come with keyless push-start ignition, cruise control and automatic air-conditioning.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 04

So when the latest RG generation Isuzu D-Max made its global debut in Bangkok, I wondered if Isuzu is veering dangerously too far off from its core customers, many of whom are looking for low running cost and old school mechanical durability rather than having the fanciest, squeaky clean, poser-only urban 'Bangsar truck.'

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 05

New D-Max's interior looks more expensive than your sedan/SUV

The third generation Isuzu D-Max is dramatically different from its predecessor. It has looks that is genuinely fashionable enough to send a Ford Ranger questioning the purpose of its existence. It also comes with enough safety, comfort and convenience features to match a Proton X70, never mind rival pick-up trucks.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 06

Watch and learn Proton, even trucks have Android Auto / Apple CarPlay

7 airbags, AEB, adaptive cruise control with stop & go, blind spot monitor, rear cross-traffic alert, 8-speaker infotainment with Android Auto / Apple CarPlay, tilt and telescopic steering, rear air-conditioning vents, the D-Max has it all!

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 07

D-Max is the new king in the world's capital of one-tonne trucks - Thailand. All other trucks saw a drop in sales after the D-Max's launch

It didn’t take long for market data to prove me wrong though. It turns out that this is the truck that Isuzu fans have been waiting for all along.

Also readIsuzu D-Max outsells Toyota Hilux by nearly 2x in Thailand in Feb!

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 08

Better than your sedan / SUV?

It is so well received in Thailand that it immediately raced ahead of the dominant Toyota Hilux to become Thailand’s No.1 pick-up truck, something which the previous two generations of D-Max weren’t able to do.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 09

My colleague Pisan Ittiwattanakul from WapCar’s sister-site autofun.co.th explained that between Toyota and Isuzu, Thai pick-up buyers have a slightly better opinion of Isuzu, because the Thais see Isuzu as a 4x4 and diesel engine specialist.

Isuzu only makes diesel pick-up trucks and PPVs - pick-up passenger vehicle, a Thai term for truck-based SUVs like the Toyota Fortuner or Isuzu MU-X – and of course, heavy duty lorries.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 10

Isuzu exists only for two things - diesel engines and 4x4 - all their waking hours are spent perfecting their expertise in these two areas

In other words, Isuzu’s sole purpose of existence is to build very hardy, apocalypse-surviving vehicles. However, previously Isuzu didn’t have a product that was sophisticated enough to match the Hilux Revo, now they do.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 11

Adaptive cruise control works at all speeds, better than a Proton X70

Yes the Isuzu D-Max is now more expensive than before, but Thai buyers are able to accept it because it’s still priced less than an equivalent Toyota Hilux, while offering better features.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 12

“The product is newer, the price is reasonable and Isuzu has a very strong image in the pick-up market,” said Pisan.

This all-new D-Max also has many tech features that Isuzu users have been asking for a very long time. We can say that the all-new D-Max’s safety and comfort is very close to the Hilux’s, and cheaper too (between like for like variants),” he added.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 13

D-Max is a favourite among Thai dragsters, because of the engine's durability

In Australia, also an important pick-up truck market and the first export market for the D-Max, there is a 3 to 6 months waiting period for the Isuzu D-Max. It’s Isuzu Ute Australia’s most successful D-Max ever.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 14

Switches feel more premium than many passenger cars

It's a nice problem to have but a problem nonetheless. The situation is difficult for Isuzu Ute Australia because customers who can't wait any longer for their D-Max are switching their orders to the mechanically identical Mazda BT-50.

Also read: Why Mazda BT-50: This is why Mazda chose the Isuzu D-Max over the Ford Ranger

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 15

Can the Isuzu D-Max dethrone the Toyota Hilux in Malaysia?

We’ve driven the latest Isuzu D-Max (but only the 3.0L variant) and are happy to report that the D-Max is without a doubt, a more competent truck than the Ford Ranger, and that’s high praise.

Also readQuick Review: All-new 2021 Isuzu D-Max 3.0 X-Terrain, Malaysia's new best pick-up truck?

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 16

It’s quieter, rides more comfortably, feels more expensive inside, has a more responsive engine and transmission (despite the lower headline figures), and being an Isuzu, you know that it will be a lot more reliable than the Ford.

The Isuzu also comes with a best-in-class 7-year unlimited mileage warranty (but limited only to the X-Terrain variant, other variants get a 5-year/150,000 km warranty).

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 17

Those fancy padding tech used to make the D-Max’s seats makes a lot of difference in isolating vibrations. For the front occupants, it’s a more comfortable place to be than the Mitsubishi Triton – previously the most comfortable in its class.

However if you were to include ride quality in the rear, then Triton edges a small lead. The Triton’s J-Line curve body and slanted rear seats are still the best of the lot, while its roof-mounted air-conditiong vents cool better.

Also readReview: 2021 Mitsubishi Triton Athlete is the best Hilux that you want to ride in

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 18

All is good, but the Triton still has an edge in the cabin's rear section

The D-Max 3.0L also offers a more responsive engine than the Triton’s 2.4L MIVEC, but at the expense of higher road tax (3.0L). More on that later.

Isuzu has also confirmed that the engine is compatible with B10 biodiesel, which has since replaced the previous B7 blend.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 19

Isuzu confirms its engines are compatible with B10 biodiesel

As for the Hilux, the D-Max matches the Hilux’s rear differential lock feature, but the former still has a trick off-road mode traction control (A-TRC).

However, the D-Max’s 800 mm wading depth is 100 mm more than the Hilux and Triton, matching the Ranger’s.

In short, you can pick and choose whatever truck you fancy and pit against the Isuzu D-Max, but none will outclass it.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 20

A sure home run then? Not so soon. Malaysian car buyers are quite a different lot from the Thais. They are extremely fussy, they want everything, are quick to complain and slow to give compliments, but are unwilling to pay for extra features – a tough lot to please.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 21

Viewed in isolation, you wouldn't think this door panel belongs to a truck

There are two problems for the D-Max in Malaysia.

The first is Isuzu Malaysia’s lorry-focused, industrial area-concentrated dealer network. Can you name one Isuzu dealer near you? There you go. Conversely, you can probably name two or three Toyota or Mitsubishi dealers.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 22

The other problem is that most of the aforementioned features in the D-Max are limited only to the 3.0L variant, which in Peninsular Malaysia, attracts a RM 1,638 road tax, thus limiting its appeal only to East Malaysia, where road tax for the D-Max is only RM 451 in Sarawak, and RM 270 in Sabah.

In comparison, the 2.4L Triton Athlete nearly matches the performance of the D-Max 3.0L, with comparable levels of features, but attracts a road tax of just RM 793 in Peninsular Malaysia, RM 218 in Sarawak, and RM 131 in Sabah.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 23

Historically, 3.0-litre or higher trucks don’t do well in Malaysia.  

But if running cost is super important to you, there’s the D-Max 1.9L Premium variant, which is the most fuel efficient truck on sale today (now updated for even better throttle response). It has the lowest road tax of any pick-up truck - RM 399 in Peninsular Malaysia, RM 110 in Sarawak, RM 66 in Sabah.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 24

A high-spec but more road tax-friendly 1.9L variant is not available

You will have to miss out on quite a fair bit of fancy toys including the rear differential lock, but it’s still pretty decently equipped, with regular cruise control, blind spot monitor, rear-cross traffic alert, 7-inch and 8-speaker infotainment with Android Auto / Apple CarPlay.

Thais prefer the Isuzu D-Max more than a Toyota Hilux, but can Isuzu win over Malaysians? 25

The Isuzu D-Max may not dethrone the Toyota Hilux yet, at least not immediately, but it’s going to really close the gap for sure.

The question left now is, how will the upcoming Mazda BT-50 fare? It’s mechanically identical, but being a Mazda, it will certainly be priced at a premium over the Isuzu.

Also read: Show of respect by Mazda: All-new 2021 Mazda BT-50 to be launched later than Isuzu D-Max

Hans

Head of Content

Over 15 years of experience in automotive, from product planning, to market research, to print and digital media. Garages a 6-cylinder manual RWD but buses to work.

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