2023 was a year for the history books; a year that witnessed an unprecedented 1.216-million new vehicles sold in Australia. Marking its own chapter, Isuzu UTE Australia (IUA), with just two-models to its name—the D-MAX 1-Tonne Ute and the MU-X 7-seat SUV—delivered an all-time record of 45,341 vehicles, besting the brand’s 2022 results of 35,323 by a staggering 10,018 vehicles.
With the results on paper, and accounting for 3.7 per cent of all new vehicles sold, IUA’s results secured the marque a top-10 position in the annual sales charts for the second consecutive year, charting as Australia’s 10th best-selling automotive brand, as reported by the Federal Chamber of Automotive Industries (FCAI).
With the Australian new car market comprising of close to 450 models from over 50 automotive brands selling locally, Australian motorists were certainly not limited for choice. Utes and SUVs continued to be the preferred vehicle of choice, accounting for over three-quarters (78.3 per cent) of all new vehicles delivered.
For the first time ever, the D-MAX closed out the year as one of Australia’s top-three best-selling vehicles overall—joining the podium alongside two other utes.
31,202 D-MAX utes were sold and delivered in 2023, representing an increase of 28.2 per cent compared with 2022’s results and the first time the brand has delivered over 30,000 utes in a calendar year. With a market share of 12.2 per cent, the results showed that close to one-in-eight Australians that purchased a 4x4 ute in 2023 chose the D-MAX, with the nameplate comfortably securing 3rd position in the ever-evolving ‘Pick Up/Cab Chassis 4X4’ segment.
Within the ‘Pick Up/Cab Chassis 4X2’ segment, the D-MAX took the runner-up position as Australia’s 2nd best-selling 4X2 ute, with 5,759 D-MAX 4X2 utes delivered in 2023, accounting for a market share of 18.8 per cent.
In 2023, one-in-two new car buyers gravitated to an SUV, with 55.8 per cent of Australian buyers picking a sport utility vehicle, from amongst the offering of close to 150 options available locally.
Seeing similar levels of growth in the market with an increase of 28.7 per cent year-on-year, the MU-X proved popular with Australians as 14,139 examples found new homes in driveways nationwide. Reflective of this, one-in-nine large-SUV buyers with a budget up to $70,000 chose the MU-X, with the 7-seat SUV recording a ‘SUV Large <$70K’ segment market share of 11.2 per cent to chart as the 3rd best-selling SUV out of 23 contenders in the hotly contested segment. Overall, the MU-X was Australia’s 22nd best-selling vehicle.
Reflective of the historic sales result, Isuzu UTE Australia’s Managing Director, Junta Matsui, said the result was the culmination of “strategic problem solving and resolve,” crediting the accomplishment to those behind the scenes.
“We appreciate that it hasn’t been the easiest of years for our two-car brand and the industry overall, with a number of logistical challenges effecting deliveries throughout the year. But with some strategic problem solving and hard work we were able to work around these challenges and deliver customer orders as quickly as possible.”
“Without a doubt, this historic sales record would not have been possible if it wasn’t for all the people behind the brand, from our head-office, regional, and of course the dealer network staff. Everyone has remained focused throughout the year and this record result reflects their dedication.”
"That all said, we wouldn’t be in this top-10 position if it wasn’t for the customers that chose our brand. So, my heartfelt gratitude goes out to everyone that purchased an Isuzu UTE product over the years—over 300,000 customers have since 2008. And to those who are waiting for their new Isuzu to be delivered, thank you for your patience, we sincerely look forward to welcoming you to the Isuzu UTE family as soon as possible.”
A few weeks ago, IUA celebrated its 300,000th vehicle delivery which came at a similar time as it celebrated its 15-year anniversary. Over the last 15-years, an accumulative total of 311,641 vehicles comprising of 225,145 D-MAX utes and 86,496 MU-X SUVs have been sold and delivered in Australia since IUA commenced operations in 2008.
Reflective of the choice made by the thousands of Australian motorists who picked an Isuzu D-MAX or MU-X as their preferred ute or SUV, IUA’s annual sales results align with the sentiment shared by not only consumers, but the Australian motoring media, with both nameplates picking up a string of accolades. Most recently, Wheels Magazine awarded the D-MAX and MU-X top-honours in their inaugural ‘Best Value 4x4 Ute’ and ‘Best Value Off-Road Large SUV’ awards. With the awards analysing real-world operating costs to determine which nameplate would be the pick of the bunch, these two accolades support the surging popularity of the D-MAX and MU-X, as two of Australia’s best value vehicles on sale locally.
“With the D-MAX and MU-X recognised as two of Australia’s most-popular and best-value vehicles on sale today, along with healthy levels of vehicle stock landing at dealers locally, we are optimistic that this positive trajectory will continue well into 2024 and beyond,” concluded Junta Matsui.
With the page turned on the latest chapter of IUA’s story, along with growing popularity for utes and SUVs locally and healthy levels of stock arriving at Isuzu UTE Dealers nationwide, all signs point toward a strong year-ahead for the two-model brand.