Cagayan de Oro City Mayor Oscar Moreno (3rd from right) graced the occasion and took part in the ceremonial drive with IPC President Nobuo Izumina (3rd from left) and Isuzu CDO Assistant General Manager George Ongchua (extreme right). Also present at launch, from left: IPC VP for Sales Daisuke Inaba, IPC SVP for Sales Arthur Balmadrid, and, Isuzu CDO President Frank Rolida.

There can be no doubting it now: The Isuzu D-Max leads the pack when it comes to off-road driving.

This was demonstrated once more as the 2014 Isuzu D-Max 4x4 Drive Series continued to impress in its fourth staging, which was held from June 6 to 8, 2014 in Cagayan de Oro City. The off-road driving activity, which already saw three previous editions in Pampanga, Cebu and Bacolod, consistently showed participants the unmatched capabilities and value-for-money proposition of the D-Max pickup.

This year’s edition of the D-Max 4x4 Drive Series is the third and the biggest mounted by Isuzu Philippines Corporation (IPC) as it features five locations in key cities across Luzon, Visayas and Mindanao. The first two editions of the event were held in 2008, which took on three locations, and in 2010, which traveled across four venues.

“This year’s D-Max 4x4 Drive Series has five locations, and it is notable that Cagayan de Oro has always been included in the event since it began,” said IPC President Nobuo Izumina during the activity’s opening. “The reason is quite obvious; I can stand on any road here and count to three, and I will surely see an Isuzu vehicle pass by. Cagayan de Oro is like a mini-Isuzu land!”

At the Cagayan de Oro leg of the D-Max 4x4 Drive Series, held at the city’s Pueblo Business Park in Pacific Street (at the back of SM City), 13 stations marked the course that was specially designed to demonstrate the specific capabilities of the D-Max’s various off-road driving features. The obstacles included 40-degree hill climb done in first gear and in second gear; 40-degree hill climb with a stall midway up; 40-degree descent without braking; lateral climb mount; driving over “elephant holes”; tackling trail ruts; camber right and camber left sides up in 45-degree angles; traversing a roundabout cone; lateral descent ditch crossing; driving over cross axle articulation rails; and going on a steel inclined plane with rollers. In each of the stations, the D-Max’s power, maneuverability and traction were put to the test.

The exercises demonstrated to the participants the advantages offered by four-wheel-drive vehicles, as well as allowed them to learn some of the special driving skills required when traversing rough terrain. Teaching them were instructors who are experts at off-road driving.


The experience was especially relevant to the local residents, or Cagay-anons, who require versatile vehicles like pickup trucks. Cagayan de Oro and nearby areas are marked by vast agricultural lands like pineapple plantation, requiring long-distance transport of goods. But Cagayan de Oro City, capital of Misamis Oriental, is also a highly urbanized center of commerce, earning for itself such titles like the “Gateway to Northern Mindanao” and “The City of Golden Friendship.”

The popularity of pickup trucks in the region can be seen in the D-Max’s leadership among Cagay-anons. Proving this is that the D-Max is currently enjoying a phenomenal 79% year-to-date growth in sales.

“For this, allow me to extend my sincere gratitude to you on behalf of Isuzu Philippines Corporation and our dealer, Isuzu Cagayan de Oro for your continued support,” Izumina told the audience at the driving event’s opening ceremony.

The latest D-Max has a new suspension system composed of independent double wishbone with coil springs in front and semi-elliptical over-slung leaf springs in the rear. It boasts of one of the highest ground clearances among pickups with a 235mm height for the LS 4x4 and 225mm for the LT 4x4 variants. Isuzu’s new 4WD Terrain Command Select Dial also allows the driver to switch from two-wheel drive to four-wheel drive high even while traveling at speeds of up to 100kph. The pickup has 30-degree approach angle, a 22.7-degree departure angle, and can be tilted sideways on a 49-degree slope. It is equipped with a Limited Slip Differential, which lets it pass over any obstacle.

Meanwhile, Davaoenos and other guests still have a chance to catch the 2014 D-Max 4x4 Drive Series as it holds its fifth and final leg from June 20 to 22, 2014 at the Dakudao Estate, Kilometer 6, J.P. Laurel Avenue (beside SM City Lanang) in Lanang, Davao City. Don’t miss it!