Market Insight: Isuzu eyes 40,000+ sales for ‘23

ISUZU Ute Australia (IUA) is set to quietly break another record in 2023 with an expected 40,000-plus new vehicle sales in the local market.

The Japanese importer says that while sales of its D-Max utility are “in line with the market”, its MU-X large SUV will once more top the charts as Australia’s best-selling ute-based model, continuing a decade-long trend.

Record sales results in September (2023) are expected to contribute to an annual sales tally of “more than 40,000 units” (combined D-Max and MU-X volume) and will take the number of IUA vehicles delivered Down Under since the launch of the brand 15 years ago to more than 300,000.

“Our focus on customer satisfaction has been instrumental for our brand over the last few years, instilling confidence among customers who have made their purchase decision and patiently await their vehicle to be delivered,” remarked IUA deputy managing director, Koichiro Yoshida, noting that supply of D-Max and MU-X variants is beginning to steadily improve.

“In turn, the strong vehicle order volume has helped us secure additional vehicle production with the factory to fulfil these orders – which we are looking forward to delivering to customers as soon as possible.

“With an increase in vehicle stock landing at dealers locally, and back-to-back record months for deliveries in August and September, we are optimistic that this positive trajectory will continue towards the end of the year as we aim for over 40,000 deliveries in 2023.”

Mr Yoshida noted sales spikes following the introduction of new-generation models in August 2020 (D-Max) and July 2021 (MU-X), saying it was typical for large increases in sales volumes to follow vehicles’ launches.

Following its initial Australian launch in 2008, sales of the Isuzu D-Max have grown steadily each year, the only exception being those years impacted by the combination of the effects of the COVID-19 pandemic and an aging model line-up (2019 and 2020).

Starting with a humble 273 deliveries in 2008, the D-Max jumped quickly to tally 3566 sales in its second year on the market, selling alongside its twin-under-the-skin Holden Colorado against the evergreen Toyota HiLux, Ford Ranger, Mazda BT-50 and Mitsubishi Triton.

Sales continued to steadily escalate in subsequent years, rising to over 10,000 units for the first time in 2013 (10,089) and over 15,000 units just three years later in 2016 (16,359).

D-Max sales reached 18,550 units in 2018 before tumbling significantly across 2019 and 2020 but rebounded swiftly in 2021 – to a record 25,117 units – following the launch of the new-generation model.

The trend for MU-X sales is remarkably similar. First-year sales of just 120 units marked the model’s arrival in 2013, when it vied with the likes of the Holden-shared Trailblazer, Ford Everest, Mitsubishi Pajero Sport and Toyota Fortuner.

Sales catapulted to an impressive 4625 units the following year (2014) before quickly escalating to over 7000 units in 2016 (7018) and more than 10,000 units in 2021 (10,618) – again in response to the release of an new-gen model.

To the end of September 2023, Isuzu Ute Australia has sold 10,862 MU-X SUVs and 21,479 D-Max utes for an overall YTD tally of 32,341 units.

September saw the D-Max place third in the one-tonne ute segment, with 2885 units delivered, and become the fourth best-selling vehicle in Australia. The MU-X placed fifth in the sub-$70K large SUV segment with 1047 units delivered.

IUA currently ranks as the tenth best-selling brand in the country.

Based on those numbers, an increased MY23 D-Max range, and a steadily increasing supply, GoAuto calculates that IUA is expected to reach a calendar year record of 43,122 units by December 31 comprising 28,639 D-Max sales and 14,483 MU-X sales.

Isuzu Ute Australia historical sales data*:

*Figures supplied courtesy of Isuzu Ute Australia.

^Projected 2023 annual sales totals based on monthly performance.