It was the perfect weekend in the Queen City of the South as Cebuanos enjoyed the offers of commercial vehicle giant
Isuzu Philippine Corporation (IPC) after bringing in the latest Isuzu D-Max LS-A.
Breaking out of its utilitarian stigma, the all-new D-Max LS-A took the terrains made by
Project O in its
'Tough Enough' lifestyle campaign. The package of the D-Max LS-A 4×4 variant trounced the downhills and turns, elephant articulation, and table tops.
Around 500 meters of trail drive showcased durability, fuel efficiency, and overall value for money of the D-MAX LS-A 4×4 variant.
Powering the D-Max LS-A is the
4JJ1-TCX 3.0-liter four-cylinder in-line Blue Power Diesel engine
with VGS turbo intercooler that generates
174.5 horsepower and 380 Nm of torque. Initially available in 4×4 variant, IPC will also offer a 4×2 variant in the coming months.
In the afternoon,
IPC President Hajime Koso led the the formal launch of the D-Max LS-A for the region.
According to Koso, the target for introducing the D-Max LS-A is to break out from the utilitarian stigma to cater to the urban professional and the weekend adventurer.
"The D-Max LS-A represents nearly a century of Isuzu's experience and innovation in the design, engineering, and workmanship of diesel-powered utility vehicles. The D-Max LS-A is infused, as well, with features that address the demands of a market that value both hard work and play, business with leisure," Koso said.
The D-Max LS-A has been fitted with very dark gray front grille and bumper, coupled with side step board and rocker panel, cargo extender and roof rails.
During the launch,
Isuzu Cebu General Manager Steve Gingco expressed gratitude over the continued support from the head office.
"We are thankful to Isuzu Philippines for once again choosing Cebu as the launching ground in introducing this new model to the Visayas and Mindanao market," Gingco said.
He noted the the significant contribution of the province in the Isuzu D-Max market. He cited that Cebu
holds 10 percent of the Isuzu D-Max market.
The Cebu market has always been a good market for the pick-up segment, Gingco added, with the Region 7 posting
200-percent growth year on year.
IPC's move will surely benefit the brand as
Central Visayas is the
third biggest market for the pickup segment and comprises
more than 30 percent for the Visayas-Mindanao area.
Meanwhile, IPC is slated to conduct another round of 'Tough Enough' lifestyle campaign with the campaign frontrunner D-Max LS-A in Davao next weekend.
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