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Isuzu targets pick-up pinnacle

Date: 01 May 2012

Isuzu is aiming to become the UK's leading pick-up brand in the next four years, with the new D-max an essential part of the strategy of market leadership.

"We're number four at the moment, and the five-year plan implemented a year ago is that Isuzu wants to be the number one pick-up brand in the UK," said a spokesman. "The numbers are pretty ambitious: we're looking at 3500 units this year despite not going on sale until halfway through the year."

Launching at the end of May, the new D-max will have a wider range than the Rodeo it replaces, with an extended cab model slotting in between single and double cabs.

The single cab will also be offered with both 4x2 and 4x4 drive, and an automatic will be offered for the first time. The double cab is claimed to match the class best for efficiency, and is slightly larger than the outgoing Rodeo.

The spokesman also claimed that cabin quality and wind and engine noise are a big step up from the Rodeo

But the firm is under no illusions about where its market lies. "We're very much focused as a workhorse first and foremost," said the spokesman. "Isuzu will never chase the lifestyle market."

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