D-Max for maximum enjoyment

Pickup trucks are synonymous with outdoor activities and recreational getaways. A mere mention of the word “pickup” conjures up a plethora of images — from off-road drives through riverbeds, to negotiating potholes the size of craters, to steep climbs and descents on loose soil. In so many words, pickups can go anywhere, for any reason. They are workhorses that can take a beating and then some. In a single phrase, pickups are the epitome of versatility.

While they are ideal for rugged conditions and designed for toughness, pickups don’t necessarily have to be battered day in and day out to prove a point. The all-around capabilities of pickups are what make them ideal lifestyle vehicles, ready to perform in any given situation.

At the forefront of the pickup market is Isuzu Corporation Philippines (IPC) with their newly available pickups, the D-Max Boondock 4x4 Limited Edition — which was previously only available in the Visayas and Mindanao, but is now also sold in Luzon due to strong market demand — and the Special Edition D-Max LS 4x2. Both best-selling variants are powered by Isuzu’s vaunted 3.0-liter 4JJ1-TC CRDi turbo-diesel engine, which produces 146ps of output and 294Nm of torque. Those are pretty impressive numbers in terms of horsepower and torque. In short, this truck is fast and strong. The D-Max represents the best in a balance between power, functionality and styling because aside from being a raw powerhouse, this pickup looks good to boot.

According to reports from the Truck Manufacturers Association of the Philippines and the Chamber of Automotive Manufacturers of the Philippines, the D-Max is the leading pickup in the Philippine market. This is greatly influenced by IPC’s many campaigns on showing how to get the most out of their vehicles, one such being the Isuzu D-Maximum Exposure trip, held at the Thunderbird Resort in Poro Point, La Union. The guys at Isuzu really know how to make a good time happen.

From the North Luzon Expressway (NLEX,) members of the press took part in the first challenge of the D-Maximum Exposure trip — a 300-kilometer fuel economy drive from the NLEX to La Union to demonstrate the fuel efficiency of the D-Max. Traveling at average speeds of 70-90 kph while keeping the revs low, sometimes drafting behind larger vehicles (like trucks or buses, so that they create a vacuum and there is no wind resistance on the pickup) one can actually make that trip on just 15 liters of diesel. Our team did.

Apart from the fuel economy run, Isuzu also prepared the Combined Mountain Bike-Marksmanship Time Trial challenge for the participating journalists at the Thunderbird Resort. In this challenge, the media teams were made to show off their mountain-biking skills as well as their prowess in using airsoft gear. The challenge featured a hilly and technical mountain-bike course and a set of long- and short-range targets.

It is this creativity in showing the public the best ways to enjoy its vehicles that enables Isuzu to continuously dominate various categories in the commercial-vehicle segment.

“We demonstrated once again why the Isuzu D-MAX continues to be the overwhelming favorite among Filipino pickup buyers,” says IPC corporate business VP Art Balmadrid. “It is not enough that you inform your customers about your vehicle’s performance figures and value-for-money features. It is also important that you show them the limitless number of lifestyle activities that are made possible by your vehicle. The D-MAX clearly is the best pickup of choice if you’re an active professional who maintains a dynamic life away from work.”

The team with the best times for each of the challenges won overall in the competition, but really, everyone was a winner at the end of the day. We did, after all, all go home with trophies and all sorts of other goodies courtesy of IPC.

At the culminating fellowship night, while everyone basked in the spirit of camaraderie, Isuzu showed that, by bringing people together to enjoy a great pickup, it too was a winner.

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Visit the Isuzu Philippines Corporation website at www.isuzuphil.com.

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E-mail me at enricomiguelsubido@yahoo.com.