Isuzu eyes 35-50 professionals for quick pick-up in DMax sales

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Friday, May 9, 2014


THOUGH pick-up trucks used to be popular among provincial users, the dealers of Isuzu Cebu are seeing more urban dwellers opting for this type of vehicle.

Steve Gingco, Isuzu Cebu general manager, said growth of their urban customers has been “tremendous”, especially among young professionals.

He noted that professionals between the ages of 35 and 50 juggle careers with their hobbies or businesses, which makes a pick-up the ideal vehicle.

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To promote the pick-up’s capabilities, Isuzu will be holding a 4x4 challenge this weekend showcasing the off-road capabilities of the DMax pick-up.

They converted an empty lot across the Cebu International Convention Center to mimic the countryside’s terrain of hills, boulders and gravel.

Gingco said the DMax is a good overall vehicle because it can be used as a utility vehicle for business and for family trips but is still sleek and stylish enough for formal trips.

With a sales target of 2,000 units by the end of 2014, Gingco admitted it is a challenge. However, he is confident that with a strong brand like DMax, they can achieve it.

“The DMax has been a leading contender in the pick-up category ever since it was launched 10 years ago,” he said. He pointed out that it remains the top pick-up in Thailand and was the top pick-up in the Philippines for two years.

He admitted that sales slowed sometime last year but believes it was only because it took a while for the brand to change its model.

The new DMax was launched in the last quarter of 2013 and Gingco said they are projecting it will once again top the list in the pick- up category this year or in 2015, saying Isuzu holds about 70 percent of the commercial trucks market in the Philippines and Cebu.

Versatility

Since its launch in October, about 3,000 DMax pick-ups have been sold in the country and almost 500 were sold in Cebu and neighboring provinces in Central Visayas, selling an average 40 units a month.

Prices of the Isuzu DMax start at P910,000 and go up to P1.5 million.

To meet the target, Gingco said yesterday’s activity was meant to show car enthusiasts the versatility of the DMax model. The event is open to anyone who wants try out the pick-up and drive it through rough terrain.

Gingco is especially proud of the customer feedback, saying he usually gets praise for the vehicle’s strong engine performance and the comfortable drive, which he said is comparable to a passenger car.

Sales division head Joseph Bautista added that the vehicle is fuel-efficient, making it ideal for long road trips.

The Isuzu DMax 4x4 Drive Series will be held until Sunday.

Published in the Sun.Star Cebu newspaper on May 10, 2014.

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