As the local auto sector continues to struggle with dwindling sales, the stark decline in the pickup truck segment is unsurprising. The segment consists of only two key players, the Toyota Hilux, and Isuzu D-Max, both suffered a massive reduction in sales numbers in the calendar year 2023 compared to the figures from 2022.
Toyota Hilux remains the undisputed king of the segment selling 5,401 units in 2023 but suffered from a 42% decline in sales when compared to the 9,339 units sold a year earlier in 2022. On the other hand, Isuzu D-Max continues to sit at the extreme bottom of domestic sales charts with just 138 units sold throughout the calendar year 2023. This shows a deplorable 61% decline compared to the 352 units sold in 2022.
Overall the cumulative sales of pickup trucks stood at 5,539 units in 2023 which is 43% less than the 9,691 units in 2022. Of the 5,539 units, Hilux holds a commanding 97.5% share of the market whereas the D-Max has just 2.5% of it.
Although sales of D-Max always remain less than the Hilux, in recent years it has lost big in terms of the market share as well. It is pertinent to mention that in FY2019-20, the market share of Isuzu D-MAX increased to 14.9% with 656 units sold compared to 3,748 units of Toyota Hilux. Not only did the sales of D-MAX improve by 64%, but that of Hilux declined by 38% that year. But from there on, the Isuzu D-Max is just rolling down the hill.
From the looks of it, Ghandhara is quite contended selling a handful of units of Isuzu D-Max in Pakistan. Although the company recently introduced a GTX variant which is still an obsolete generation model with some add-ons, D-Max sales are unlikely to increase unless there is a significant upgrade in the product, such as a newer generation model, a more powerful and fuel-efficient small displacement engine, and an improved set of features and equipment on offer.
Isuzu D-Max does extremely well in the Southeast Asian markets but struggles badly in our part of the world including India. Perhaps the manufacturer has already accepted failure and no longer considers South Asia (India and Pakistan) as an important customer base. What is your take on the declining sales and depleting market share of Isuzu D-Max in Pakistan, let us know with your comments.
A computer animation professional with over 23 years of industry experience having served in leading organizations, TV channels & production facilities in Pakistan. An avid car enthusiast and petrolhead with an affection to deliver quality content to help shape opinions. Formerly written for PakWheels as well as major publications including Dawn. Founder of CarSpiritPK.com