Ghandhara Industries Limited (GIL) is celebrating 5 years of Isuzu D-Max in Pakistan which was officially introduced back in November 2018. To commemorate, the company recently introduced the D-Max Limited GTX Edition with some add-ons.
Having survived in our market for 5 years is indeed an achievement, but the D-Max sales numbers are far from anything to be celebrated. Since it was introduced, the Isuzu D-Max has totaled a sum of just 2,081 units (between November 2018 and November 2023). This renders a yearly average of just 416 units and a monthly sales average of around 34 units only.
In comparison, the sales of its rival Hilux in FY20-21 (before Toyota merged its numbers with Fortuner) stood at 7,043 units. Thus, the sales of Toyota Hilux in a single year surpass the overall sales of Isuzu D-Max over five years, by more than three times.
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.
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. So far during the first 6 months of the current fiscal year, only 76 units of D-Max have been sold compared to 132 units sold in the same period of the previous fiscal year.
From the looks of it, Ghandhara is quite contended selling a handful of units of Isuzu D-Max in Pakistan. Bear in mind the D-Max elsewhere is currently in its third generation that debuted back in late 2019 and has already received a facelift last year. The one in Pakistan is the second generation model, and although GIL has introduced the limited GTX variant, it’s still an obsolete generation model offered with some add-ons.
Sales of D-Max are unlikely to increase unless the vehicle receives a major upgrade, such as a newer model, a small displacement engine that is more potent and fuel-efficient, or a better assortment of features and equipment.
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