Every once in a while, there comes a vehicle that is so solidly built, possesses sturdy engine, and comfortable interior that buyers won’t mind if there are already newer, powerful and more sleek-looking counterparts in the market.
ISUZU’S D-Max has been a fixture in rough and tumble terrain. Photo by Charles E. Buban
Such is the case for Isuzu Philippines Corp.’s three resilient models—the Alterra sport utility vehicle, the D-Max pickup and the Crosswind Asian utility vehicle.
“Somehow, we find our three models to have exceptional—and sometimes surprising—endurance and value that they even outlasted their peers. We earned a good reputation and through the years we were able to stir in some well-earned faith,” said IPC President Ryoji Yamazaki.
Indeed, Isuzu’s tough reputation has been proven so many times in so many instances whenever IPC brought motoring media in some harsh on- and off-road conditions.
Selling well
No wonder IPC’s three models are still selling well: An impressive 55,374 units of the Crosswind (including its premium variant, the Sportivo) were already sold since it was introduced in June 2001; 14,246 units of the D-Max sold since its October 2003 launch; and a total of 5,765 units of the Alterra Urban Cruiser units sold after its 2005 introduction.
“It is said that the easiest way to determine long-term reliability is to wait a long time considering that it is hard to predict the reliability of a newly launched model. Somehow, this helped our three models gain loyal customers through the years. And we reward their loyalty by making sure after sales service is quick and effective. We also show our customers how IPC has become a responsible corporate partner, supporting many important causes such as family-oriented activities as well as those that advocate the preservation of the environment,” said IPC SVP Art Balmadrid.
In a series of one-day activity that began in Isuzu Cabanatuan dealership last March 26 and ended in Isuzu General Santos dealership last Nov. 26, IPC invited the families of their buyers to the Isuzu Family Challenge, an event that combined fuel-economy run and family day.
Fuel economy run
ISUZU vehicles have been battle tested in some of the most remote areas of the country
Held every Saturday at each of Isuzu’s 18 dealerships nationwide, the Isuzu Family Challenge enjoined all family members to take part in a fuel-economy run in the morning and a family-oriented thanksgiving party in the afternoon where participants join in dance contests as well as games (videoke corner, kiddie playground and video games), established food stations (ice cream, popcorn and cotton candy) and amusements (face-painting, photo booth, clowns and balloon twisters).
Already a tradition every anniversary, IPC this year, joined hands with the World Wide Fund for Nature-Philippines to help conserve a watershed in Isabela and at the same time train farmers in agro-forestry.
“We have been very active in environmental campaigns for so many years now, and we intend to sustain this commitment to Mother Nature every anniversary. On our 14th year, we decided to hold a tree-planting event that will help establish 40 hectares of agro-forestry land in the town of Ilagan, with a view to empowering local farmers by equipping them with the proper skills in planting seedlings,” said Yamazaki.
As part of its corporate social responsibility, IPC is also supporting the Technical Education and Skills Development Authority Auto-Mechanic Training Center in Tacloban, Leyte that has already accepted 129 scholars, 54 of whom have already graduated and have been deployed for work in various Isuzu dealerships nationwise including at the IPC headquarters in Sta. Rosa, Laguna.
The center, funded by Isuzu Motors Limited of Japan and supported by Tesda and Plan International-Philippines, is not only taking care of the education and training of these students, but is also putting the best efforts so that they will be gainfully employed after they graduate.