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By
EWAN KENNEDY
26 January 2009
Since 1989 Isuzu has been the number one selling truck marque in
Australia. An amazing fact when you consider that three car makers
(Ford, Holden, Toyota) have swapped the title at various times
during the period that Isuzu was quietly continuing its
front-running way.
And
‘quietly’ is the way to describe Isuzu. As journalists, we
have been dealing with these guys for all of those 20 years (and
more) and never have we heard anything other than conservative
claims, sensible business decisions, concern for customer needs
and – of course – very good trucks.
They
have been modest as well, because one of the easiest ways to lose
number one spot in any activity is to become cocky or complacent
– or both. Just look at the Australian cricket team…
Wise,
conservative truck customers must agree with that strategy,
because from the wreckage that was the vehicle market of 2008,
Isuzu actually increased its sales, while others all around –
cars and trucks – were plummeting.
In
2008, according to ERG Truck Tracker industry standard figures,
Isuzu sold 9223 trucks, well up on the 8420 of 2007. And 2007 was
in itself a record year. In 2008, one in four trucks sold in
Australia came from Isuzu (25.2 per cent, up from 22.1 per cent in
2007).
A
lot of that sales success was due to the introduction of the
‘New Generation’ Isuzu models that were launched late in 2007.
Buyers appreciated the safety and low-emission engines of these
new models, and also enjoyed the greater comfort from the new
larger cabs, so bought them in ever increasing numbers.
Isuzu
Australia Limited (IAL) led the field in two of the three segments
in which it competes: Light Trucks, and Medium Trucks.
Fascinatingly,
though, it was even more proud of coming in second place in the
Heavy Truck segment than it was in first place in other
categories. When Isuzu announced it was going to take on the might
of the big American and European truck heavy-duty brands the
general feeling was that IAL had lost its corporate marbles. Now
only Kenworth sells more trucks than does Isuzu's Giga, and the
Isuzu chiefs say they have their eyes on leadership there as well.
© Copyright
Marque Publishing Company
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