Isuzu D-Max Blade surfaces - but is this a new dual-cab weapon to fight the Toyota HiLux and Ford Ranger?

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A new and mysterious trademark has appeared for the Isuzu D-Max.
Andrew Chesterton
Contributing Journalist
24 May 2023
2 min read

Isuzu has trademarked the name D-Max Blade in Australia, opening the door for a new dual-cab variant to do battle with the Toyota HiLux and Ford Ranger.

Now it must be said that a trademark registration is no guarantee of a vehicle launching in Australia. Companies routinely trademark their vehicles for launch here, but also do it to simply protect an existing nameplate globally.

The Isuzu trademark appeared on the 10 May, 2023 and is currently in a pre-approval state "awaiting examination".

For clues as to what it is we cast our eyes overseas, where the D-Max Blade is a mid-tier offering, billed as blurring the lines between a worksite-friendly workhorse and a more lifestyle-oriented ute.

That's the shape the Blade has taken in the past, at least. But what the Blade might look like when applied to the new D-Max remains to be seen.

Isuzu in Australia is quick to point out, however, that simply registering a name does not a guarantee a model launch.

"As a standard process for many businesses, IUA registers trademarks locally at times to protect global IP and identities registered by Isuzu abroad. This doesn’t mean that those applications will be successful or that those trademarks will be used," a brand spokesperson told us.

Still, it seems something might be afoot at Isuzu, at least globally. So watch this space.

Andrew Chesterton
Contributing Journalist
Andrew Chesterton should probably hate cars. From his hail-damaged Camira that looked like it had spent a hard life parked at the end of Tiger Woods' personal driving range, to the Nissan Pulsar Reebok that shook like it was possessed by a particularly mean-spirited demon every time he dared push past 40km/h, his personal car history isn't exactly littered with gold. But that seemingly endless procession of rust-savaged hate machines taught him something even more important; that cars are more than a collection of nuts, bolts and petrol. They're your ticket to freedom, a way to unlock incredible experiences, rolling invitations to incredible adventures. They have soul. And so, somehow, the car bug still bit. And it bit hard. When "Chesto" started his journalism career with News Ltd's Sunday and Daily Telegraph newspapers, he covered just about everything, from business to real estate, courts to crime, before settling into state political reporting at NSW Parliament House. But the automotive world's siren song soon sounded again, and he begged anyone who would listen for the opportunity to write about cars. Eventually they listened, and his career since has seen him filing car news, reviews and features for TopGear, Wheels, Motor and, of course, CarsGuide, as well as many, many others. More than a decade later, and the car bug is yet to relinquish its toothy grip. And if you ask Chesto, he thinks it never will.
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