We all know that the Isuzu D-Max has been among the worst-selling locally assembled vehicles in the Pakistani market. Ever since its debut in November 2018, D-Max has remained seated at the extreme bottom of domestic sales charts, with sales averaging hardly around 26 units a month.
However, after 2022, like most other automakers in Pakistan, Ghandhara has faced significant setbacks with D-Max being heavily impacted as well. The sales of the Isuzu D-Max in the market have gone from bad to worse. But the latest data released by the Pakistan Automobile Manufacturing Association (PAMA) paint an alarming picture.
So far during the first 4 months of this fiscal year, only 36 units of D-Max have been sold rendering a dismal average of just 9 units a month. What’s concerning is that only 3 units were produced in the last 4 months, all in July 2024. Since then, Ghandhara has not produced a single unit of the Isuzu D-Max in Pakistan.
Related: Ghandhara Celebrates 5 Years of Isuzu D-Max in Pakistan
Earlier this year, Ghandhara celebrated 5 years of Isuzu D-Max in Pakistan but the D-Max sales numbers are far from anything to be celebrated. In just one year, the sales of its true competitor, the Toyota Hilux, more than tripled the cumulative sales of the Isuzu D-Max over a 6-year period.
From the looks of it, Ghandhara is quite contended selling a handful 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 Ghandhara introduced the limited GTX variant earlier this year, it’s still an obsolete generation model offered merely with some add-ons.
Serious efforts are needed to boost sales of D-Max in Pakistan instead of marketing gimmickry. 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, sales of Isuzu D-Max are unlikely to increase.
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
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