Isuzu D-Max climbs to 2nd in Malaysia’s pick-up truck segment, new market share record

The Isuzu D-Max has reached a new milestone in Malaysia’s pick-up truck market, recording its highest-ever market share and rising to the second position in the national rankings during the first quarter of 2025.

According to figures released by Isuzu Malaysia, the D-Max secured an 18.3 percent share of the pick-up segment between January and March this year, up from 14.0 percent in the same period last year. The brand’s momentum comes at a time when diesel-powered vehicles have faced growing scrutiny due to increased fuel prices in Peninsular Malaysia.

Despite that, Isuzu appears to have strengthened its foothold, particularly among cost-conscious buyers. The company attributes the uptick to the D-Max’s reputation for fuel efficiency and low operating costs — factors that have grown more significant in light of broader economic pressures.

“The rising cost of living and higher fuel prices have forced many consumers to reassess their choices. Vehicles that are affordable to maintain are naturally gaining attention,” said Isuzu Malaysia’s Chief Operating Officer, Kenkichi Sogo, in a statement. He noted that a growing number of Malaysians are finding the D-Max’s combination of everyday utility and efficiency appealing.

While East Malaysia continues to be Isuzu’s stronghold — with the D-Max capturing 28.4 percent of the pick-up market in states such as Sabah — the more notable development has been in Peninsular Malaysia. There, Isuzu’s market share has risen from 12.1 percent in the first quarter of 2024 to 17.1 percent in the same period this year.

Industry analysts say the brand’s growing presence in urban and semi-urban centres could be linked to changing perceptions of diesel pick-ups, which are increasingly being considered for dual-purpose roles, blending work and lifestyle needs.

Isuzu’s sales performance has been driven primarily by three variants of the D-Max, all powered by the marque’s 1.9-litre engine. The 4×4 Auto Premium, 4×4 Auto Standard, and 4×2 Auto Plus models collectively account for nearly three-quarters of total sales. Two of these variants recently entered the Malaysian Book of Records for travelling over 2,000 kilometres on a single tank of fuel — a feat that reinforces the Isuzu D-Max’s reputation for fuel economy.

While the longer-term outlook for diesel vehicles remains uncertain amid shifting policy discussions and environmental considerations, the Isuzu D-Max’s performance suggests that demand remains strong — particularly for models that are perceived as practical, dependable, and economical to run.

The Isuzu D-Max currently benefits from a five-year warranty and relatively low road tax — under RM400 annually for private use in Peninsular Malaysia — factors that may be helping it stand out in a crowded field.

Whether Isuzu can maintain its current momentum will depend on how the pick-up market evolves, especially as competitors refresh their line-ups and as government policies potentially reshape the broader automotive landscape.