In the great Australian ute stratosphere, one word has been on the rise, slowly working its way into the hearts of tradies and weekend warriors. The Isuzu D-MAX now has a more commanding stance than ever before, the D-MAX is a stand out with is increased ride height and elevated levels of comfort and convenience.
It wasn’t always this way. Only a few short years ago, the D-MAX was a bit player in a market that had well and truly been dominated by industry heavyweights populace.
How a Game Changer Came to Be
I first met the D-MAX in 2017 when my mate Dave bought one for his landscaping business. “She ain’t that pretty,” he said with a shrug, “but when it comes to fucking you, she does the job.
I remember those words well because they described the early D-MAXs really well. They did not have great looks or performance, but for sure they were dependable.
Fast forward to now, and it is transformed beyond all recognition. The latest generation D-MAX has been redefined with more power, more tech and unrivalled toughness.
Penetrating the Australian Market
The Australian ute space has always been an ultra competitive place. With the Toyota Hilux and Ford Ranger being the dominant names in the scene, it appeared that there will be no space for another contender.
But the Isuzu D-MAX has miraculously carved out a niche of its own fans. Sales numbers speak more eloquently than words ever will.
In places such as Queensland and Western Australia, where vehicles are worked harder than anywhere else, D-MAX’s market share has almost doubled in the past five years. That’s not just impressive – that’s unheard of in a mature market.
“We can’t keep them on the lot,” said Sarah Jenkins, a dealership manager I interviewed in Cairns. “As soon as we get some of them in a shipment, they’re gone within a few days.”
What’s Driving the Extraordinary Growth?
Bulletproof Reliability
Ask a D-MAX owner what won them over and by far the most common answer is one word – reliability. The 3.0-ltr turbo-diesel is held in almost mythic regard by the Australian drivers who use it.
There are reasons for that reputation. Isuzu has been building diesel engines since the 1930s, and it shows in every detail of this power plant.
Isuzu Low / Under-stressed EGR Design Not everyone is able to understand this, but instead of tuning their trucks to the edge of disaster as some competitors do, Isuzu has made a point to under stress their engines. This is because they’re both being run comfortably within their engineered capacity, meaning less failure and many, many years of added life.
“I have done 300,000 kilometers in mine, nothing other than normal servicing,” crowed Andy Thompson, a Port Hedland mining contractor. “Do that in most other utes and you’d be up for a rebuild by now.”
Practicality That Makes Sense
The D-MAX is not only built-it’s designed b y people who get how when you make a living off it,-it needs to do what you ask of it without pissing you off. This pragmatic thinking is evident in little strokes throughout.
And so on for the wading depth, say. At 800mm, it’s one of the best in class and a vital feature for the bush owners that are sure to find themselves confronted with stream and flooded road crossings.
And the clever tie-down points in the tray aren’t just numerous – they’re where you’d actually want them, too. It’s like the engineers actually watched how tradies tie their loads down, rather than just ticking a box on the features list.
The inside storage is also utilitarian at heart. There’s room to pack everything from work gloves to electronic gear, including USB charging ports positioned right where you’ll need them.
Value Proposition
The D-MAX isn’t a cheap ute but it presents value that’s hard to ignore for the pragmatic Australian new car purchaser. The list of standard equipment is equally impressive, even without options.
Throw in the lower maintenance and great fuel economy (around 7.5L/100km on the open road) and the total ownership costs become increasingly more appetising. Fleet managers who buy based on more than just the price of the sticker are particularly attracted to this.
“Last year, we converted our whole fleet to D-MAX,” said Robert Chen, an operations manager for a national construction company. “The three-year cost analysis was no contest — they were 22% cheaper to run than our previous vehicles.”
The Real-World Test
On the Worksite
The test of any decent work ute is always when the going gets tough. I spent a week with a D-MAX X-Terrain on a big building job site, to find out if it really could back up the hype.
Loaded to the brink with everything from wood to bags of cement, the D-MAX never put a foot wrong. That 1,320kg payload maximum is a bit of a nonsense – we could easily have chucked another quarter tonne in – and the low-down punch made hill starts when heavily laden easier than expected.
It was the tray itself that most impressed me, however. The tailgate can be opened with one hand, and unlike some competitors, it does not feel it will pull off when it is fully loaded.
On higher trims, the spray-in bed liner is standard equipment, a big money-saver for owners. It’s these little things that shows us Isuzu gets it’s audience requirements.
Off the Beaten Track
Putting the D-MAX through its paces on some gnarly off-road tracks further highlighted its ability. The rear diff lock, and the itchy but well judged throttle action of the traction control on loose surfaces certainly helped.
Through steep, rutted tracks of the Victorian High Country – the D-MAX showed a level of composure that would have been unthinkable in previous generations. The approach and departure angles are not best-in-class, but turned out to be more than sufficient to get over anything except for extreme obstacles.
“I’ve taken mine places that you wouldn’t believe,” said Linda Morrison, an adventure tour guide from Tasmania. “It’s never let me down, even when I’ve watched allegedly harder core 4WDs require a recovery.
Not Without Compromises
Refinement Trade-offs
For all it’s got going for it, the D-MAX does have a few trade-offs. The emphasis on longevitiy can be seen at the expense of a bit of sophistication – chiefly during the engine note under high revs.
While the outgoing generation has substantially improved on interior comfort, some of the materials in the cabin are still of a utilitarian grade. They should outlast the vehicle, but don’t feel as plush as what you may find in certain rivals.
The suspension tune is obviously biased more towards load-carrying capacity than a good ride when unladen. Not that it’s uncomfortable, but you would be able to tell the difference if you’re moving from a road-biased vehicle.
Technology Integration
The updated infotainment system is much better, but it’s still not as responsive or as intuitive as those from the best in the class. Apple CarPlay and Android Auto are seamlessly integrated; the native interface feels dated.
Voice search is so-so, particularly with our different accents here in Australia. Typing in an email, for instance, becomes a chore to do on-screen when you can do it faster using Sony’s collection of rather large external buttons.
The Safety Revolution
Setting New Standards
Easily the most dramatic area of improvement of the new D-MAX, compared to the last one, is in the safety stakes. Isuzu was confident to offer their IDAS safety suite as standard across the entire lineup.
A solid suite of advanced safety tech is part of the package with autonomous emergency braking, lane keep assist, blind-spot monitoring, and rear cross-traffic alert – all features that were previously the domain of premium vehicles only.
The proof is in the pudding, with D-MAX achieving a 5-star ANCAP safety rating with flying colours. This focus on safety is something that has appealed to family buyers and fleet operators.
“For us what cinched it was the safety features,” said Emma Wright, a Brisbane mother of three. “We wanted something rugged for the camping trips but weren’t prepared to not keep the kids safe.”
Intelligent Design Elements
In addition to the advanced electronic safety systems, the D-MAX adopts well-considered passive safety measures across the range. The reinforced cabin structure was well above the Australian crash test standards.
Even the positioning of the AdBlue tank is thoughtful – placed in a location well protected from off-road impact, rather than some rivals where they’re left exposed and can be easily knocked.
The Ownership Experience
Service Network
One of Isuzu’s best moves has been the extension of its service network. Now there are service centers in even the most remote parts of Australia, which solves a chief complaint of outback owners.
A 6-year/150,000km hard-wearing warranty is testament to Isuzu’s faith in the product, with capped-price maintenance ensuring predictable ownership expenses. It is a consideration of all these points, which add together to produce a trouble free ownership, which is appreciated by time-poor Australians.
“The dealer in town went under years ago, but Isuzu sends a mobile service van out every three months,” said Jack Harrington, a cattle farmer from outback Queensland. “They know not everyone can drive 300km for a service.”
Community and Culture
The most intriguing aspect of the D-MAX ascendancy has probably been the community it’s created. Owners groups hold regular meetups and off-road adventures, and swap tips and mods.
This grassroots excitement has created a brand loyalty that money can’t buy with cars. The oral tradition has in fact become Isuzu’s most powerful sales force.
“Half my street has one now,” said Michael Chen, a carpenter from Perth, laughing. “I got mine first, and then my neighbors kept watching me load it up and go to work and asking for a test drive. Now there are six on our block alone.”
The D-MAX Of The Future In Australia
Electric Horizons
As Australia inexorably migrates to electricity, Isuzu isn’t sitting still. They have not revealed any specific plans for the Australian market, but have teased recently with hybrid prototypes undergoing tests in Thailand, where D-MAX is made.
According to industry insiders a hybrid D-MAX could make its way to Australia by late 2025, promising even better fuel economy without losing the torque that makes these vehicles so capable.
“We are monitoring the electric ute space very closely,” confessed a dealer I spoke to on the condition they wouldn’t be named. “But our customers are not ready to give up diesel reliability just yet, especially in the outback.”
Continuous Improvement
Isuzu’s approach of incremental improvement implies that we can expect small changes, rather than wholesale improvements. Prominent among recent international arrivals have been upgraded technology systems inside the cabin and improvements in refinements inside the cabin which are expected to make their way to Australia.
The firm’s engineers are still listening to Australian users and the unique challenges our environment presents to vehicles. This loop prevents future models from becoming obsolete with respect to local conditions.
Why the D-MAX Matters
The Isuzu D-MAX has made its mark among a sea of options, not through men and marketing, by sheer weight of the truck’s own merit. It’s a statement that reflects the guiding philosophy of both the model and the brand, one centred around car design that’s durable, practical, and provides strong value for money – a combination which resonates well with Australian buyers.
While our automotive environment increasingly shifts towards an electrified future, the D-MAX reminds us that basics are still important. No feature that surnounds a mobile applicaiton prevents the user from using it, so latest technology becomes of very little use.
If you are in the market for your next work truck or family adventure vehicle, then the D-MAX should be on your list of vehicles to check out! It’s not the best at anything, but what it can do, it does exceptionally well, and that happens to be the sort of thing most Australian ute buyers care most about.
All this growth in the D-MAX market is not just good news for Isuzu – it has forced the whole segment to lift their game. And that translates to better cars for all of us, whatever badge they’re wearing.
Frequently Asked Questions
How fuel efficient is the Isuzu D-MAX?
The current version now has a highway consumption of about 7.5L/100km, and a combined fuel efficiency of 8.9L/100km.
How much can the D-MAX tow?
Maximum braked towing capacity is 3,500kg, for the record, across most of the range.
Is D-MAX timing belt or chain?
The 3.0L turbo diesel has a timing chain – generally requiring less upkeep than a belt.
When does the D-MAX require a service?
Service intervals are 15,000km or 12 months (whichever occurs first).
Does the D-MAX use AdBlue?
Yes, all the current D-MAX range require AdBlue be added to them to keep their emissions under control, and the the tank will need to be refilled every 10,000km or so.
What is the D-MAX’s safety rating?
The new-look D-MAX has a 5-star ANCAP safety rating when tested under the new, more stringent 2020 criteria.