Isuzu says that for many of its customers, swapping to a newcomer Chinese brand would be a "pretty big leap of faith", as it cites its dealer network, part supply and workhorse reputation as reasons its customers will stay loyal.
That's the word from the brand's local Executive General Manager - MD Office and Internal Audit Office Rod Caldwell who says that, in the face of ever-growing competition, Isuzu needs to focus on the things customers "can rely on".
"We look at our after-sales. We look at our parts supply. Our accessories supply. We look at all those things that people can rely on," he says.
-
'Customers don't want it': Isuzu shelves 2026 Isuzu D-Max EV electric ute as it locks in diesel to fight Toyota HiLux and Ford Ranger
-
Internal combustion continues to dominate in Oz: Petrol and diesel continue to rule sales charts as 2026 Ford Ranger and Toyota HiLux lead the way, with petrol-only Mazda CX-5 also near the top
-
BYD Shark 6 2026 review: Performance - off-road test | GWM Cannon Alpha PHEV rival tested
"(Customers) need to understand that these cars are not going to just break down in the middle of the beach. They're not going to stall halfway up a hill. That is more important.
"I think it's a pretty big leap of faith to go to a newcomer. They have to be established."
Isuzu is battling to stay relevant
Isuzu says it is currently laser-focused on strengthening the relationship with its retail and fleet customers, given the increasing competition in the ute space, and the fact it's a two-model diesel company that doesn't offer electrification.
The battle, it says, is staying relevant.
"It's our job to drive some noise to our brand. We do need that. We do need to drive them forward to our dealers. They need some more retail. So we're looking at everything we can to keep relevant," he says.
Step one will be the launch of a new and more family-focused MU-X targeting "weekend warriors".
"We will bring out, when we refresh the new model year, we'll actually have a new variant for the MU-X, which is retail-focused," he says.
"It's certainly not a fleet vehicle. So more designed for someone who's looking for a car for the family. Maybe more of a weekend warrior-type person who wants something that looks a bit, you know, a bit different to the ones that we see today, which are more sporty-looking or whatever."
