The all-new 2021 Isuzu D-Max is trampling over rivals in Thailand, ending Q1 2021 with 40,222 units sold, far exceeding the Toyota Hilux (28,216 units), according to data compiled by Headlight Magazine.

These figures net the D-Max a 47.7% market share of Thailand's pick-up truck sales from January to March 2021.

Beyond the Isuzu and Toyota, no other model could score five-figure sales, with the Ford Ranger coming in third place with 6,847 units sold, while the Mitsubishi Triton sold 5,166 units.

Also read: Priced from RM 141k, the 2021 Mitsubishi Triton Athlete could run rings around the Hilux Rogue

Rounding up the top-5 is the Nissan Navara, finding only 2,077 new owners in the same three-month period.

Also read: Priced from RM 92k, new 2021 Nissan Navara NP300 (D23) is ready to truck up the competition

The D-Max's dominance is nothing unusual: it's the only all-new model in this list, and don't forget Thais see Isuzu as the 4x4 and diesel engine specialist. 

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

The fact that the D-Max is cheaper than an equivalent Hilux while offering better features helps too.

Also read: Isuzu is the only truck that scientists in Antarctica trust their lives with, here’s why

Closer to home, the latest Isuzu D-Max is priced from RM 89k (1.9 4x4 Single Cab, M/T), and tops out at RM 142k (3.0 4x4 X-Terrain), coming fully imported (CBU) from Thailand.

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