Photos by Ulysses Ang

CAGAYAN DE ORO—The Atrium of Limketkai Mall buzzed with excitement when the all-new Isuzu D-Max was unveiled by Mr. Nobuo Izumina, Isuzu Philippines Corporation (IPC) President and Mr. Frank Rolida, Isuzu Cagayan de Oro President. The D-Max’s Cagayan de Oro debut was the ideal since the city and the surrounding areas account for 50 percent of IPC’s sales in Mindanao. The launch was also meant to address the region’s demand for a vehicle that can serve various business functions and agriculture-related requirements, as well as cater to the weekend recreational needs such as mountain trekking or trips to the farm.

“We formally launch our latest product here in Cagayan De Oro as you have always been one of our most important markets; in fact in our latest sales report, more than half of our sales here in Mindanao are from Cagayan de Oro City,” Izumina said in his speech.


 The Isuzu D-Max is envisioned to “Challenge the Terrain” and is built around three design philosophies: perfect proportions, aggressive form, and innovative structure. The all-new D-Max is longer, wider, taller, sleeker, and tougher than ever before. Upfront, it has projector-type headlamps, front fog lamps, large sideview mirrors with integrated LED turn signals, and LED combination lamps.

The athletic form aside, the D-Max takes passenger comfort and convenience to a new level, especially in the range-topping LS or Life Style variants. Ingress and egress is made easier now thanks to enlarged door openings and pillar-mounted grab handles for the front occupants. Inside, the D-Max offers a much more spacious cabin. The seats are covered in unique mahogany shade leather. The driver is treated to the added convenience of a four-way power adjustable seat. At the back, all three occupants get adjustable headrests along with a center arm rest. Meanwhile, there’s also the convenience of 15 storage compartments and 10 cup holders.


Designed with maximum visibility and ergonomics in mind, the D-Max’s elegant and sculpted dashboard features a new electroluminescent instrument cluster that integrates a multi-information display. Isuzu is also known particularly for its in-car entertainment system, and the all-new D-Max doesn’t disappoint. The integrated 2-DIN audio system features a multitude of connectivity options including MP3 and USB as well as Bluetooth hands-free. The D-Max also has a six-speaker system that includes first-in-class ceiling-mounted “exciter” speakers for a commendable aural experience.

Meanwhile, the LT (Light Truck) and single-cab variants of the D-Max are generously equipped with power windows, central door locks, a 1-DIN audio system, and durable vinyl seats as standard features.


Isuzu’s design philosophy with the D-Max’s drivetrain wasn’t to achieve best-in-class power or torque; rather it strives to provide efficient performance. Under the hood of the D-Max lies Isuzu’s tried-and-tested 4JJ1-TC 3.0-liter CRDi engine that produces 146 PS at 3,800 rpm and 294 Nm of torque at 1,400 to 3,400 rpm. On the base LT 4x2 and single-cab variants, the new 4JK1-TC 2.5-liter CRDi producing 109 PS at 3,400 rpm and 280 Nm of torque from 1,800 to 2,200 rpm provides the thrust. Both engines are mated to a 5-speed manual transmission as standard. For the first time, the LS 4x2 and 4x4 variants can be mated to a new 5-speed automatic with a sequential shift function for improved fuel efficiency and driving comfort.

Underneath, the D-Max features front Double Wishbones with coil springs (replacing the previous trailing arm) ensuring that riding comfort isn’t compromised despite an increase in tire size: the LS 4x4 is equipped with 255/65R17 tires while the LS 4x2 and LT variants ride on 245/70R16’s. In addition, the D-max boasts one of the highest ground clearances among pick-ups with 235 mm for the LS 4x4 and 225 mm for the LT 4x4 and LS 4x2 models. Boosting the D-Max’s off-road capability is the new 4WD Terrain Command Select Dial that allows the driver to switch from two-wheel to four-wheel drive high even while traveling at speeds up to 100 km/h. All 4x4 variants of the D-Max also come equipped with Limited Slip Differential allowing it to take on any obstacle or terrain.


Isuzu installed a host of safety features in the all-new D-Max to protect its occupants. The cabin is made from high-tensile strength steel, bolstered by side-impact beams. Dual front airbags, Emergency Locking Retractor (ELR) seatbelts, Anti-lock Braking System (ABS), Electronic Brake-force Distribution (EBD), and new Brake Assist (BA) come as standard in all models.

The all-new Isuzu D-Max will be built at IPC’s world-class manufacturing plant at the Laguna Technopark in Binan, Laguna. This is in line with IPC’s commitment to strengthen the Philippines automotive industry.

Customers can choose among five colors: Cosmic Black, Garnet Red, Ash Beige, Titanium Silver, and Splash White. The all-new D-Max is attractively priced (excluding freight costs) at P697,000 for the single cab & chassis 4x2 variant; rise to P857,000 for the LT 4x2 M/T; P1,144,000 for the LS 4x2 M/T; P1,153,000 for the LT 4x4 M/T; P1,196,000 for the LS 4x2 A/T; P1,398,000 for the LS 4x4 M/T; and P1,457,000 for the LS 4x4 A/T.

Isuzu dealerships in Mindanao are located in Cagayan de Oro, Davao, and General Santos.