Isuzu Philippines Corporation (IPC) may be relatively quiet this year, but 2020 is a milestone for them. In the 24 years they have been around, the company has shifted over 300,000 units in the country. From pick-ups, AUVs, SUVs, and trucks, IPC have established itself as one of the leading manufacturers of diesel vehicles in the Philippines.
The bulk of the sales went to commercial vehicles with an accumulated total of 241,398 units sold. Meanwhile, light commercial vehicles accounted for 58,744 units sold since 1996. An impressive feat, but what exactly is the 300,000th vehicle sold? Well, according to Isuzu, that vehicle is none other than the D-Max pick-up truck.
So, how did they get to that milestone? Here is Isuzu Philippines' journey to 300,000 units.
Isuzu Philippines Corporation started operations on July 11, 1996, with the roll-out of the first KB pick-up assembled in the country. But it would take another year before IPC's inauguration in the Philippines, which was on July 31, 1997. At the time, there were only five dealerships, namely Alabang, Batangas, Bulacan, EDSA, and Manila. Aside from the KB, Isuzu also sold Trooper and the Hi-Lander, the latter also assembled locally.
At the same time, IPC also brought in its wide range and variety of trucks. From the light-duty N-Series to the E-Series heavy haulers, Isuzu has trucks for any use, duty, or application. These trucks have been evolving since and have helped IPC become the leading manufacturer for trucks for the last 20 years.
With the KB, Trooper, and Highlander established in the market, IPC updated the three core mass-market models towards the end of the '90s. The KB became the Fuego, the Trooper got a mild facelift, and the Highlander range expanded from workhorse to premium AUV. However, by the 2000s, there would be sweeping changes in Isuzu's lineup.
In 2001, Isuzu retired the Hi-Lander and ushered in the Crosswind. Perhaps no one knew it at the time, but the Crosswind would soldier on for over 15 years and consistently be Isuzu's top seller. During that decade, the Fuego gave way to the D-Max in 2004. Isuzu would also dramatically change their SUV, replacing the Trooper with the Alterra in 2005. The new millennium was a big step for Isuzu, but the next decade brought in even more changes.
By the 2010s, IPC would bring in a new generation of pick-up and SUV. In 2013, IPC rolled out the second-generation D-Max, which was bigger, and more powerful than its predecessor. The following year, Isuzu would pave the way for the new-wave of pick-up based SUVs with the mu-X. However, this decade would also be an end of an era for IPC, as the last Crosswind would roll out of Santa Rosa in 2017. All in all, the Crosswind had served IPC, businesses, and families for 16 years. But while the Crosswind is no longer in dealerships, its status as a local icon is well cemented.
So, what does the future bring for IPC? Well, truck sales are still strong, and we see the brand sitting at the top of the charts for years to come. As for the D-Max and mu-X, we're expecting the all-new models soon. The 2020s should be an exciting decade for them, too, as exports for the third-generation D-Max have begun. The only thing that's left for IPC to do is to bring it in.