Fleets key to Isuzu UK’s aim of doubling D-Max pick-up sales by 2025

2021 Isuzu D-Max

Fleet customers are key if Isuzu UK is to achieve its plans to double D-Max pick-up sales by 2025, says its managing director.

The manufacturer has recently launched its new D-Max  – the replacement for the current Commercial Fleet Pick-up of the Year – in the UK, and wants registrations to rise from around 5,000 a year to 10,000.

Its ambitions have been helped by other manufacturers such as Nissan, Volkswagen and Mitsubishi withdrawing from the pick-up market in the UK, with William Brown, managing director or Isuzu UK, hoping this means the manufacturer can meet its target early.

He added: “Fleet is an important part of our business and over the past six years it has grown tremendously.

“We’re now selling vehicles to the likes of BT, Environment Agency, Network Rail, Mitie, all the big utility companies, and had orders for 800 models from fleet customers before they even saw the new D-Max.

“It is much more premium than its predecessor and will appeal to a wider audience, but that doesn’t mean we are going to forget what the Isuzu brand is all about.

“And that is that D-Max is a working pick-up and it is going to remain as a work vehicle first and foremost.”

He added: “With any new truck you get that honeymoon period to start with and the feedback from our dealers and customers has been overwhelming,” adds Brown.

“All the vehicles that we ordered from the factory have been sold, so all those being shipped to us are going straight to the dealers.

“We've got a feeling it’s not going to slow down this year. Despite Covid-19, there seems to be a very strong pent-up demand out there.”

Isuzu splits its customers into three segments: business, which is predominately fleet customers; all-purpose, which is customers like builders, tradesmen and farmers; and adventure, which is lifestyle customers.

Business registrations accounted for 30% of the outgoing model’s sales, with 50% falling into the all-purpose category and 20% in adventure.

It expects this split to shift to 25% business, 45% all-purpose and 30% adventure.

Brown says each market has its specific models. Base-level Utility trim will be for business and has features such as easily-cleanable vinyl flooring and steel wheels, DL20 and DL40 for all-purpose and V-Cross for adventure customers.

Fleet News Awards + Commercial Fleet Awards 2021

The Fleet News Awards is moving to a new date for 2021.

Traditionally held in March, next year the awards night moves to June 29 at the Grosvenor House Hotel in London. It will also for the first time incorporate the Commercial Fleet Awards to create an unparalleled celebration that honours and recognises excellence across every part of the fleet sector.

Stephen Briers, editor-in-chief of Fleet News, said: “With the industry in turmoil due to the coronavirus pandemic, we had a chance to reflect and review our awards proposition for 2021. While going virtual is an option, and one we are very excited about with our Fleet & Mobility Live show in November, we believe that an awards evening is also a networking evening and a chance to meet old friends and make new acquaintances in a relaxed environment.

“For many guests, it’s their industry highlight of the year. That’s why we decided to move the date to give us a better chance of being live at the Grosvenor House.”

Fleet News Awards 2021, incorporating Commercial Fleet Awards, will offer a unique opportunity to bring together the entire fleet sector to celebrate and honour the best people, companies and vehicles.

It is set to become the biggest and most important night in fleet. Further details about awards categories, judges and auditing will be released in January when Fleet News officially launches the Fleet News Awards 2021.

If you can’t wait until then, and want to know more, please email

Leave a comment for your chance to win £20 of John Lewis vouchers.

Every issue of Fleet News the editor picks his favourite comment from the past two weeks – get involved for your chance to appear in print and win!

Comment as guest

Login  /  Register


No comments have been made yet.

Related content

What's the tax liability on my van?

Calculate the BIK tax on any van on sale today with our van tax calculator

How green is your van?

Check out the CO2 emissions for new vans with our CO2 calculator?