Isuzu joins the pickup truck market

After two decades focused on trucks and commercial vehicles, the Japanese company decided to compete in a market dominated by Nissan, Toyota, Ford, Volkswagen, RAM, and General Motors—the midsize pickup truck segment—by introducing its D-MAX model.

Since July 2025, Isuzu had been preparing to enter the Mexican pickup truck market as part of a strategy to expand its portfolio beyond commercial vehicles. A year later, the company finalized those plans.

Company executives explained that all configurations will be equipped with a 3.0-liter four-cylinder turbo-diesel engine, capable of producing 188 horse power and 450 Newton metro of torque, paired with a six-speed automatic transmission and an electronic 4x4 drivetrain.

The D-MAX will hit the Mexican market with a starting price of US$31,600, rising to US$45,600 for the top-of-the-line version.

The arrival of the D-MAX coincides with a new push by brands already competing in this segment. Next week, Toyota will unveil an updated version of the Hilux—the brand’s best-selling model in Mexico—which will now be offered exclusively in a double-cab configuration.