If you’re a D-Max fan and wondering what justifies the incoming new line being so much pricier than before? Read on.

PAYING more will be worth it: That’s a local message that the D-Max’s distributor is confident it can get through to the model’s current followers. 

Technology enhancements and assertion from our national crash test agency that the new Isuzu is the “safety benchmark for the competitive ute segment” has emboldened Isuzu Utes New Zealand’s argument for why the model costs up to $10,000 more than its predecessor, depending on the model.

The cheapest incoming model, a rear-drive LX, starts at $49,990 while the flagship, called the X-Terrain, is entering the market for $75,490.

How well will the model’s traditional fanbase accept that, given they’ve accessed the line for considerably less until this changeover?

The old D-Max at full retail was positioned between $39,890 and $61,990, but an aggressive clearance over the last few months has delivered those editions for substantially reduced stickers.

The make’s sponsorship, events and public relations manager believes it won’t be too hard to convince the customer base why the rig has gone from budget placement to now siting directly against the highest-priced competitors in the class.

Kimberley Waters acknowledges D-Max’s five-star score from the Australasian New Car Assessment Programme, better known as ANCAP, announced two days after the pricing was made public adds more value to the ‘why buy’ argument. The score was achieved under the latest scoring regime, which effected just this year and has raised the bar considerably. 

“The … D-Max offers more in every aspect compared to its predecessor with the inclusion of a more powerful and efficient turbo-diesel engine, upmarket equipment and features, and new safety technology,” Waters says. 

“Gaining a five star safety rating from the hardest ANCAP test to date, making it the safest ute on the market, also reinforces Isuzu’s investment and commitment to providing its customers with the best safety tech. 

“Increasing the value to the customer has been a key driver behind the significant lift in the level of specification across the board,” she says.

So in respect to the price having jumped?

“The enhancements to the all-new D-Max has raised the bar … we believe our customers will see the value in what they are getting for their investment. We’re confident in the product and are already seeing some early positive signs with lots of enquiry by existing and new customers.

“We’re confident the all-new D-Max will be well received. It’s a game changer and a significant player in the ute market.”

The first phase of Isuzu Utes NZ’s marketing campaign has focussed on the vehicle arrival date and the ability to place a deposit now online to secure a unit.

Waters says this online ordering process is a New Zealand-first for the ute market. “We’ve been really pleased with the initial response.”

Once the ute is in dealerships next month “we’ll move onto the second phase of our marketing campaign which we are currently developing.”

In respect to that, we can expect to see the safety score being leveraged, she concurs.