Isuzu marks three decades of market leadership

Reign that began in 1989 hits new heights with five-figure sales volume year

Isuzu marks three decades of market leadership
The Isuzu range


Isuzu Australia has marked its 30th year of market leadership with a reflection on its achievements but also an ominous warning to competitors that it expects 2019 sales to keep apace with its own record-breaking 2018 levels.

The strongest local truck market in a decade, documented by official T-Mark data, also provided a springboard for the brand to break its own records with an annual retail sales volume of 10,027 trucks – surpassing its previous best of 9,223 in 2008 and nearly doubling the next most prolific brand in Hino.

It was spearheaded by the 8×4 FY Series, which broke new ground in 2018 with 643 units sold, a 53 per cent increase in volume on the previous record of 420 in 2017.

"We’re extremely gratified with our achievement of 30 consecutive years of truck market leadership and I’m particularly proud of all the people across both Isuzu and our dealer network par excellence that have helped make this a reality over the past three decades," Isuzu Australia Limited (IAL) director Phil Taylor says.

"We also acknowledge the hard work of everyone in the industry on a record-breaking total market result.

"It’s taken 11 long years to re-capture the positive business conditions of 2007 and 2008 and I believe that this result is a wider indication of the underlying strength of the economy.

"For Isuzu to have achieved an all-time sales high in a record-breaking market is significant, and the collective effort should be celebrated.

"We see strong signs of continued growth and anticipate that 2019 and beyond will deliver results in line with the 2018 market."

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IAL’s chief operating officer Andrew Harbison notes the achievement is made all the more impressive considering the plethora of brands competing in Australia – in a relatively small market.

"The 30-year milestone is all the more satisfying given the fierce competition of the Australian market – something we’re renowned for internationally.

"We know Isuzu is not alone in its work to provide a top-shelf experience for Australian truck customers, so for us and indeed this backdrop, it’s certainly satisfying to reap the rewards of all that hard work."

The truckmaker recognises the following recent milestones:

  • Releasing four low-emission N and F Series compressed natural gas (CNG) powered trucks in 2011
  • Launching its 8×4 FY Series range in 2012, its "most eagerly anticipated model range to date". Coupled with the Allison 4430 automatic transmissions, "several models in this series changed the heavy-duty segment forever, inching Isuzu ever closer to the fabled heavy-duty crown".
  • Introducing telematics technology to its range in 2013, credited with "providing greater insight and operational efficiencies for Australian businesses".
  • The 2016 launch of its light-duty segment-dominating Servicepack Ready-to-Work range, including the recent introduction of Tri-Tipper and Vanpack variants.

IAL’s administration, sales, product development, service, parts and aftersales operations also recently came together under the one roof at the new purpose-built truck distribution facility in Melbourne, another key milestone according to IAL managing director, Hiroko Yaguchi.

"Our new facility provides us with the environment for enhanced and more immediate collaboration and communication between the various operations of IAL," Yaguchi says.

"I’m positive this operational consolidation will provide an excellent launching pad into 2019 and well beyond.

"With so many competitors in our local truck market it’s vital that we continually analyse and improve our service provision and be the driving force of innovation in the Australian road transport industry."

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