Maxed Out?

Isuzu SA recently decided to change the name of its popular KB range to D-Max, in line with other markets round the globe. Along with the name change, a new six-speed manual gearbox and some other detail upgrades have also been introduced. Has it still got what it takes to woo the Isuzu faithful or has it lost the plot? We took the 3.0DT D-Max 4×4 LX for a spin.

ISUZU’S KB bakkie range has been South Africa’s third bestselling bakkie for several years. Only Toyota’s Hilux and Ford’s Ranger sell more units per month.

This is despite the fact that several of the Isuzu’s other bakkie rivals are much newer and more modern. Think Amarok, Triton, BT-50, Navara. The Isuzu, which may sport new lights, kit and badges – and now also a new gearbox – is still longer in the tooth than those bakkies, if you look under the skin.

And especially if you look at engines. The Isuzu’s turbo diesel mills may be well proven and familiar but they no longer represent the sharpest end of the turbo diesel technology market.

What is it with the Isuzu then? Why does it still manage to rake in the sales, despite the fact that it’s neither the newest, smartest, most advanced nor fastest kid on the block?

Keen pricing is one reason. As is pretty good resale value. But probably most importantly is reputation. Isuzu had a long-standing relationship with the South African automotive market, particularly with bakkie owners who don’t necessarily want flash and dash but rather rock solid and tough. In some rural areas, like in Frankfort in the Free State, you’ll find signboards next to main roads stating: “This is Isuzu country.”

You can add a real Honest Joe character to the deal, too, across the Isuzu board. No Isuzu attempts to be a flashy and fake Kim Kardashian when it really is solid and dependable Scarlett Johansson. What you see is what you get.