Isuzu Ute Australia has left the door open for more locally customized, exclusive models for Australia following the unveiling of the D-Max blade.
Walkinshaw Automotive Group in Victoria was commissioned to adapt the D-Max to create the Blade, and has a long history of refining passenger cars and utes to create models unique to the Australian market – namely through collaborations with Holden, Volkswagen and Mitsubishi.
The D-Max Blade is being launched as a direct competitor to the Nissan Navara PRO-4X Warrior, which sits at the top of the Navara range and has been customized by local firm Premcar.
While Nissan offers a mid-range SL Warrior as a cheaper alternative, Isuzu currently limits itself to the one top model.
Isuzu Ute Australia, which currently has just two models in Australia, has left the door open for additional Blade models – but only if it identifies a ‘gap in the market’.
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“If we identify there is a gap in the market and we don’t have a solution for it, then we will investigate,” says Isuzu Ute Australia PR manager Mark Harman.
Mr Harman said the brand is constantly “looking at the market”.
“We identified that we had a gap in terms of not having that halo product, and that’s why we started these conversations a few years ago to develop this vehicle,” he said.
“We identified there was a gap in coverage and we’ve been working on a solution locally, and that’s what this is.”
The D-Max Blade costs $76,990, significantly higher than the X-Terrain, which currently costs $67,990 drive-away.
Similarly, the Navara PRO-4X Warrior – launched here in 2021 – is much more expensive than the next most expensive Navara, costing $71,265 before on-road costs.
However, Nissan is offering the more affordable Navara SL Warrior for $59,250 before it goes on road. It was launched about a year after its more expensive sibling.
No plans have been made public for further collaborations between Isuzu and Walkinshaw, and Mr Harman says the current D-Max Blade is still the focus for both companies.
When asked about the possibility of an Isuzu MU-X Blade, IUA general manager of sales and network development Ben Jaeger said the company “wants to see what the reception is” before considering expanding.
“I think ultimately this is a pretty big step for us as a company. It is our first introduction to this area. Everything is being considered and we want to see what the reception of this vehicle is before we expand further,” he said.
“Some brands have launched cars of a similar ilk and are unlikely to hit the mark, while we feel this is the case with this product, but we also need to see how the market is received before we expand further.
“I think this is probably the smarter way to go.”
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