Isuzu UTE – I was there when it started

TheCarGuy Banner


Isuzu UTE surpasses sales records with 10th consecutive year of growth

  • December 2018 sales total: 3,244 (10.5% increase on December 2017)
  • 2018 sales total: 27,640 (7.1% increase on 2017)
  • D-MAX results:
    • 4th in 1-tonne Ute segment (up from 5th in segment in 2017)
    • 2nd in 4×2 1-tonne Ute sub-segment
    • 3rd in December 2018 sales: 2,184 (6.3% increase on 2017) & 13.0% market share
    • CY’2018 sales: 18,550 (4.7% increase on 2017) & 9.3% market share
  • MU-X results:
    • Australia’s best-selling ‘ute-based SUV’ 5-years running
    • 4th in SUV-Large<$70K segment (up from 6th in segment in 2017)
    • 3rd in December 2018 sales: 1,060 (20.0% increase on 2017) & 11.6% market share
    • CY’2018 sales: 9,090 (12.4% increase on 2017) & 7.9% market share
  • Customer Satisfaction on track to be in top-two Automotive brands for 2018 according to Roy Morgan Research


Driven towards a target of 10 years of continual growth to commemorate the 10th Anniversary in Australia since starting in 2008, Isuzu UTE Australia (IUA) has established a new annual sales record of 27,640 vehicles in 2018 — successfully growing the two-car brand by 7.1% YOY, according to figures published by VFACTS. Despite falling just shy of the ‘Decade of Double Digit Growth’ goal, IUA performed strongly in a softening market in Q4’18 by posting our highest-ever December sales result, retailing 3,244 vehicles — an increase of 10.5% on the previous year. Proving uber-popular amongst Australian 1-tonne Ute and SUV owners, IUA has for the second year in a row ranked as the 13th best-selling automotive brand nationally, out-selling some well-established brands including, BMW, Audi, Suzuki and Jeep.

Labelled as the ‘year of the ute’, 2018 has played witness to the highest sales performance for the Isuzu D-MAX, achieving 18,550 sales within the 1-tonne Ute segment — a 4.7% lift YOY. December alone netted a strong 2,184 units for 3rd in segment and 13.0% market share — an increase of 6.3% on the previous year. D-MAX reconfirmed itself as one of Australia’s favourite Utes — climbing the ladder from 5th into 4th position to outsell the Holden Colorado (18,301), Nissan Navara (16,469) and Volkswagen Amarok (9,290). D-MAX traded blows with Colorado across several months in the head-to-head YTD sales race, before cementing its 4th position ahead of Holden Colorado in December. D-MAX 4×4 ranked 5th within the sub-segment — recording 13,223 units with a 3.3% lift YOY. Whereas D-MAX 4×2 ranked 2nd within the sub-segment — posting 5,324 units with an 8.2% increase YOY.

On the other side of the Isuzu coin, the 7-seat Isuzu MU-X has broken the previous sales record set in 2017, achieving 9,090 sales in 2018 — a solid 12.4% lift YOY. MU-X achieved its highest monthly sales total with 1,060 sold in December for 3rd in segment and 11.6% market share — posting a stellar 20.0% increase over the December 2017 result. With approximately thirty models within the hotly contested SUV-Large<$70K segment, MU-X has performed exceptionally — leap-frogging Hyundai Santa Fe (7,523) and Mazda CX-9 (8,094) from 6th in 2017, into 4th nationally for 2018. In QLD, MU-X (2,697) did better yet, concluding the year in 2nd behind Toyota Prado (5,302). With the strongest-ever results under its belt, the MU-X has successfully retained the crown as Australia’s number 1 selling ‘ute-based SUV’ nationally, outselling Mitsubishi Pajero Sport (6,566), Ford Everest (5,482), Toyota Fortuner (3,592) and Holden Trailblazer (2,606) — marking the 5th consecutive year the MU-X has topped the ‘ute-based SUV’ sales chart. To put that in context, MU-X is selling almost 3 times as many as Holden Trailblazer (9,090 vs 2,606) and more than double Toyota Fortuner (9,090 vs 3,592).

Customer Satisfaction has remained a core priority of IUA in 2018, with Service Retention Campaigns and ongoing CSI and SSI Programs boosting and improving Customer loyalty and satisfaction. Roy Morgan is yet to release a conclusive ‘Customer Satisfaction’ annual report for 2018, but to date IUA has consistently traded the #1 position with another Japanese automotive brand over the last 6 months and is on track for a top two finish.

“The Australian market is unique, with over seventy automotive brands bidding for a spot in customers’ garages nationwide.” commented IUA Managing Director, Mr. Hiro Kuramoto. “However, the sentiment towards Utes and SUVs has never been stronger and are the leading segments within the market — the exact segments the D-MAX and MU-X sit — and in 2018 we witnessed our strongest result in 10 years, with more customers choosing an Isuzu than ever before.”

“Suffice to say we have one of the most loyal customer bases in the market, owing much of our success to satisfied customers who have proudly advocated for the brand — referring their friends and family to Isuzu UTE. 2018 played host to key improvements to our product and service offering — Service Plus 5-5-5; 5 year warranty, 5 years roadside assistance and 5 years Capped Price Servicing package — reconfirming our reputation for performance, dependability and value. With customer feedback in mind, our Dealership network has been further refined to better cater for our customer’s needs and expectations with 149 outlets across every state and territory in Australia. 2019 brings with it a new decade for IUA, with new challenges and targets to strive towards. However, we are here for the long haul and committed to our current and future customers.” concluded Mr Kuramoto.

Leave a Comment

Your email address will not be published. Required fields are marked *


Hello and welcome to my new website!

I know that there’s a lot of websites that offer car reviews, car road tests, opinions on various cars and the like. What makes this site different is that I’m not going to bore you with technical information about the various cars that I review.

I’ve been in the car business for over 39 years. I’ve read the motoring magazines cover to cover. I’ve read the online reviews until my eyes were square. Everywhere that I go, I find motoring journalists talking about car speeds – 0 – 100 km per hour, standing ¼ times, the inclination of this and that at 150klm per hour on a 12.5% gradient curve, in rainy weather – and other stuff that bores me no end. is taking a different path on the journey to helping you purchase a new car. I’ll do my best to advise you on what I consider to be the most important information when it comes to that major decision to purchase a car. Interior room, features of the car, fuel economy, safety, service prices, resale and lots more. I’ll tell you what I like about a particular car and as importantly, what I don’t like, to find at least to be less than I think a car should have. .

And I’ll ask for your opinion. Take some pics of what you’re driving and tell me and our audience what you particularly like or dislike about your car. Because besides prospective new car buyers, there’s a lot of people who’ll read your comments as used car buyers.

So, jump on board, strap yourself in and let’s start out on the journey with The Car Guy.

Page Categories


Recent post


car business

genuine spares

Shop 2/265 Oxley Ave, Margate QLD 4019, Australia

0418 748 498

WP Feedback

Dive straight into the feedback!
Login below and you can start commenting using your own user instantly