The all-new Isuzu D-Max was unveiled in Thailand in October 2019, and ever since then, the striking pick-up has ranked top dog in the country’s pick-up truck market. In 2020, Isuzu sold a total of 160,328 D-Max trucks in the Land of Smiles, and the form continued into the new year with a total of 40,222 units sold in the first quarter of 2021 alone.

That figure averages to approximately 13,000 Isuzu D-Max pick-ups sold every month in the period, and translates to a market share of 47.7% in Q1 2021, according to data compiled by Thai publication Headlight Mag.

Coming in at a distant second place is the recently-updated Toyota Hilux, with 28,216 units (33.4% market share) sold within the same period. The Ford Ranger placed third with 6,847 units (8.1%) units sold, while the Mitsubishi Triton and new Nissan Navara took home fourth and fifth place with 5,166 (6.1%) and 2,077 (2.5%) units sold respectively.

Although quite startling, the pick-up truck supremacy is frankly nothing out of the ordinary. First of all, the Isuzu D-Max has always been the undisputed pick-up king in Thailand, owing to its reputation for reliable diesel engines.

Couple that with an all-new design that has completely revamped its looks and feel both inside and out, and it’s not surprising why the demand for the all-new D-Max is at an all-time high.

Seriously – take a look at the swanky interior of the all-new Isuzu D-Max and tell us it doesn’t look like it’s taken out of a luxury SUV! Not only that, the D-Max also comes with some seriously advanced driver assistance features that even many regular passenger cars don’t have.

Here in Malaysia, the all-new Isuzu D-Max was just launched in April this year. It’s available in seven variants across two engine choices, starting at RM88,599.20 for the workhorse single cab 1.9L model, moving all the way up to RM141,938.40 for the flagship 3.0L X-Terrain model.

For a full breakdown on the differences between each variant, make sure to check out our Facts & Figures write-up from the launch, linked here. And if you want to find out the differences between the new pick-up trucks here in Malaysia, we’ve also made a handy-dandy comparison for you here.