The tough and powerful D-Max again topped all pickups available locally with 2,440 units sold last year, translating to a commanding 35.2-percent share of the market. This marks the second consecutive year that the D-Max has been the best-selling pickup in the Philippines since its launch in November 2003.

Living up to its reputation as a maker of high-quality and dependable workhorses, Isuzu also reigned in the categories of light-, medium- and heavy-duty trucks. The N-Series light truck was again number one in its class for the seventh consecutive year, selling 888 units or a market share of 68.3 percent. The F-Series medium truck also dominated its class, moving 189 units for a 71.9-percent market share. Not surprisingly, Isuzu also bested its rivals in the heavy-duty truck category, with a remarkable 73.1-percent market share.

The biggest Isuzu news in 2005 was the arrival of the all-new Alterra sports recreational vehicle in May. Powered by Isuzu’s third-generation common-rail, direct-injection 3.0-liter 4JJ-1 I-TEQ diesel engine, the robust Alterra was initially available as rear-wheel-drive unit, with the four-wheel-drive version following seven months later in December. The Alterra gave Isuzu a high-end sporty family vehicle in the mold of the Trooper.

The second biggest happening at Isuzu in 2005 was the official launch of its Powertrain business in August. For the first time in the local auto industry, a car company has made available diesel engines for industrial, marine and automotive applications.

Equally important was the launch of the much-improved Web site of Isuzu Philippines Corporation in November to serve its customers better and make vehicle shopping more convenient.

Coinciding with the relaunch of Isuzuphil.com was the introduction of the 2006 Crosswind multipurpose vehicle, now boasting classier interior and exterior materials as well as new exciting body colors.

To demonstrate the toughness of its vehicles to the public, Isuzu brought in veteran and world-class rally drivers Bruce Garland and Harry Suzuki in April. The pair showed impressed observers exactly why Isuzu vehicles are among the most durable and dependable in the world, designing a challenging dirt track at the Fort Global City in Taguig and effortlessly driving Isuzu vehicles through it.

But if there’s one area in which Isuzu really stood out, it was in organizing out-of-town media ride-and-drive activities, brilliantly tying its formidable product line to local tourist destinations. The choice of destinations was impeccable. Isuzu brought the Crosswind Sportivo to the Island Garden City of Samal in February; the D-Max to Bohol in April; and the Alterra to Southern Luzon in June and to Guimaras Island in September.

In February, the company commenced its S.E.E. (Safety, Economy and Environment) drive, with the aim of increasing positive diesel awareness among the public. Isuzu staged caravans and held public test drives to showcase the superiority of its diesel technology and commercial-vehicle lineup. The campaign culminated with a youthful cheerleading competition held in May.

In August, IPC celebrated its eighth inaugural anniversary not with a lavish party but with a socially conscious tree-planting activity in a deforested area in the province of Quezon.

Finally, Isuzu capped a successful year with the formal launch of the Alterra 4x4 that coincided with a Christmas party for the media.