Isuzu UK celebrates 125,000 vehicle sales milestone in the UK, four decades on from its arrival in the UK in 1987. From the renowned Trooper model to the current generation D-Max, Isuzu reflects on its illustrious journey to becoming The Pick-Up Professionals.
Early Years
The Japanese manufacturer entered the UK market in 1987 with the iconic Trooper model, with over 40,000 sales in the UK, equating to approximately 32% of total Isuzu sales to date. Quickly establishing itself around the world as a tough and reliable 4×4, the original Trooper saw two generations in the UK up until 2003. The Mk2 Trooper, introduced in 1992, gained a particularly strong reputation within off-roading and classic car spheres. The success of Trooper established Isuzu as a reliable marque in the UK, providing capable and versatile off-road vehicles. These key traits still underpin the fundamental drivers of Isuzu UK’s success to this day.
Off-road Prowess to On-Road Performance (1987 – 1989)
After conquering the hearts of off-road enthusiasts, the brand decided to diversify into another market. In 1987, Isuzu UK introduced the cult classic Piazza to the market, an exhilarating three-door, 2.0-litre turbocharged coupé renowned for its impressive acceleration. What made Piazza even more appealing came in the form of Isuzu UK’s collaboration with sports car manufacturer Lotus. The ‘Handling by Lotus’ model sported upgraded suspension, brakes, and tyres, becoming a rare but highly sought-after classic.
Origins of The Pick-Up Professionals (1988 – 2012)
Affirming its growing reputation for rugged and capable vehicles in its first year, Isuzu introduced its first pick-up in the UK, Isuzu TF, in 1988. Comprised of the same DNA which propelled the Trooper to off-roading folklore, TF formed the foundations that led to Isuzu UK becoming known as The Pick-Up Professionals. TF was available in multiple cab configurations, including single, extended (space cab), and double cab.
Following the introduction of its first pick-up truck in the UK, Isuzu debuted the new model of the commercial vehicle, Rodeo, in 2004. Carrying forward the legendary Trooper’s reputation for capability and utility, Isuzu Rodeo became the first diesel pick-up in the UK available with automatic transmission.
Full Steam Ahead (2012 – Present Day)
Eight years and 16,000 Rodeo sales later, the Isuzu D-Max launched in 2012, taking the UK pick-up market by storm and quickly becoming acknowledged as a hardworking, tough, and reliable truck. With over 50% of total Isuzu sales belonging to the D-Max, currently in its third generation, Isuzu has harnessed years of honing its craft, becoming a favourite among farmers and tradespeople with over a tonne payload and a 3.5-tonne towing capacity.
Isuzu UK’s momentum continues to flourish, as 2023 and 2024 saw back-to-back record sales years for the D-Max with 6,318 and 6,574 sold respectively. This impressive performance resulted in Isuzu becoming the second-largest pick-up brand in the UK, with a pick-up market share of 17.5% according to the Society of Motor Manufacturers and Traders (SMMT). Furthermore, the latest version of the formidable pick-up, The New Isuzu D-Max, typifies the culmination of decades of development.
The Next Adventure…
Looking to the future, Isuzu UK has unveiled the production model of The New Isuzu D-Max EV at the 2025 Commercial Vehicle Show, the first fully electric commercial pick-up in the European market to offer over 1-tonne payload, 3.5-tonne towing, and full-time 4×4. Available in the UK from early 2026, the D-Max EV is poised to redefine pick-ups in the UK.
Managing Director at Isuzu UK, Alan Able, said: “With our manufacturer warranty of 125,000 miles, it is a fitting milestone for us to celebrate 125,000 vehicle sales in the UK. Isuzu has an impressive portfolio of iconic and highly respected models since its introduction to the UK market in 1987, from the tough Trooper, all the way to the current generation D-Max. It has certainly been a nostalgic experience looking back through our journey. Going forward, we are excited to continue this legacy as we look to embrace new technologies and ideas that shape the future of our industry.”
With over 90 dealerships across the UK, Isuzu continues to evolve whilst sustaining its reputation for producing capable and dependable pick-ups that prosper in work and lifestyle applications.
