Isuzu Ute continues fleet focus

ISUZU UTE Australia is luring fleet, commercial and trade buyers with the launch this week of an NVES-focused version of its ute and SUV models.

It has announced a more expensive small-engined 2.2-litre four-cylinder turbodiesel model that replaces the unsuccessful, and short lived, 1.9-litre unit. It will complement the carryover 3.0-litre unit in its D-Max and MU-X ranges.

While the decision is one IUA managing director Junta Matsui admits is “an important NVES step”, his colleague and local director of sales and marketing, Roy Takeishi, said it is equally one that will continue to see the brand attract commercial buyers.

Speaking with GoAutoNews Premium at the local launch of the MY25.5 Isuzu D-Max and MU-X range in Queensland this week, Mr Takeishi said Isuzu Ute Australia was “keenly aware” of the importance business buyers played in its success.

He said that up to 39 per cent of its total sales were to fleet purchases.

“We see a healthy mix across grades, with the SX serving as an economy grade mainly for ABN and fleet customers,” he said.

“Our target customer for the new 2.2-litre engine is broad, with the SX variant ideal for ABN and fleet buyers, and government agencies.

“(That said), the Isuzu Ute range continues to deliver strong and consistent results across all key segments … because we deliver what matters most – reliability, capability, and value for money,” he added, despite noting an increase of up to $2500 across the range.

Mr Takeishi said 39 per cent of D-Max sales were to fleets, with the remaining 61 per cent to retail buyers.

The entry SX grade proves by far the most popular D-Max variant with a 45 per cent share of the market, ahead of the X-Terrain and Blade variants with 30 per cent, LS-U and LS-U+ variants with 15 per cent, and LS-M grade with 10 per cent.

“Looking at the overall brand performance as of August year-to-date, Isuzu Ute Australia falls into ninth position – a significant achievement for the brand in the highly competitive Australian market,” he said.

“In June, we recorded our highest-ever monthly combined model result in the history of the brand in Australia with 5152 units.

“This not only reflects the strength of our D-Max and MU-X models, but also the trust and loyalty of our customers.”

IUA placed ninth as of the end of August (2025) with 29,092 unit sales across its D-Max and MU-X lines.

It is topped by importers with similar model ranges that include GWM (34,398 units), Mitsubishi (42,913), Ford (62,581), Mazda (63,208), and Toyota (163,491).

“In the 4WD ute segment, the D-Max continues to be a stand-out performer. With 14,700 units sold year-to-date, we will secure 10.2 per cent market share, placing us firmly in the top three among all 4WD ute segment competitors,” said Mr Takeishi.

“This performance is particularly impressive given the strength of the segment with the likes of the Toyota HiLux and Ford Ranger leading the charge, and growing pressure from new entrants.”

Isuzu Ute ranks third in the 4WD portion of the light-commercial utility segment with 14,733 unit sales year-to-date.

It is beaten only by the Toyota HiLux (with 30,203 unit sales and 21.0 market share points) and the top-selling Ford Ranger (35,097 unit sales and 24.4 per cent).

“Our consistent ranking demonstrates the D-Max’s reputation for durability, reliability, and value for money that resonates strongly with both private and fleet buyers,” Mr Takeishi said.

While the flourishing light commercial utility segment continues to grow its 4WD volume, 2WD share has tapered, with IUA and Toyota leading the charge.

Isuzu Ute has sold 3997 2WD D-Max variants to the end of August, giving it a 25.4 per cent share of the segment.

Toyota leads the segment with 5563 unit sales and 35.4 market share points.

“In the 4WD segment, the D-Max has also delivered strong results, maintaining a ranking of second overall with nearly 4000 units delivered, and a 25.4 per cent market share,” he said of the segment.

“This segment is critical fleet, government, and trade customers who demand a durable and dependable workhorse.

“The D-Max’s performance in this segment reinforces its versatility, and its ability to meet the needs of a wide variety of usages.”

The D-Max is not the only vehicle in the Isuzu Ute Australia continuing to set sales records.

The importer’s ute-based MU-X SUV likewise maintains a strong presence on the new-car sales ladder, ranking third in its segment.

“In the large SUV segment under $80,000 the MU-X continues to gain strong momentum,” Mr Takeishi told GoAutoNews Premium.

“It holds a top three position with more than 10,000 units sold (YTD) and 10.9 per cent market share.

“Since the launch of the MY25 range in March, we have seen our strongest ever momentum, and in June we achieved our highest ever monthly delivery for the MU-X with 2033 units.

“From May to June we delivered 5311 units – our strongest three-month period ever.”

Year-to-date figures show the Isuzu MU-X has sold a total of 10,361 units to the end of August, giving the model a 10.9 per cent share of the segment.

The MU-X is outsold only by the Ford Everest (with 16,992 unit sales and 17.8 market share points), and the Toyota Land Cruiser Prado (with 19,995 unit sales and 21.0 per cent).

While fleet sales were not as strong for the MU-X as they are for the D-Max utility, it is worth noting that one-in-five MU-X sales are to fleet customers.

Mr Takeishi noted the best-selling MU-X grade as the LS-Terrain (36 per cent), ahead of the X-Terrain (30 per cent), LS-M (19 per cent), and LS-U (15 per cent).