Isuzu UK has renewed its partnership with the Green Lane Association (GLASS) for a second year, reinforcing the brand’s commitment to responsible off-roading, sustainability, and countryside access preservation across the UK and Northern Ireland.
The collaboration, which began in 2024, has seen Isuzu and the Green Lane Association work together to promote best practices in off-roading through digital campaigns, dealer engagement, and shared participation at outdoor events.
The partnership aligns closely with Isuzu’s values of capability, durability for its pick-ups, as well as environmental responsibility.
During the first year of partnership, Isuzu and GLASS embarked on a series of green laning expeditions across the UK, showcasing the country’s most scenic off-road routes while educating drivers on sustainable motoring practices. These journeys were supported by Isuzu’s nationwide dealer network, many of whom are active members of the green laning community.
Isuzu also featured in the Green Lane Association’s biannual magazine and joined its team at several outdoor shows, helping raise awareness about responsible off-roading among both new and experienced enthusiasts.
Founded to protect and preserve access to unsurfaced public roads, known as green lanes, the Green Lane Association champions a “tread lightly” approach to off-roading, guided by its Drivers and Riders Code of Conduct:
Tristan Craddock, director at the Green Lane Association, said: “Our partnership with Isuzu has been incredibly positive. Their support has helped us reach a wider audience of responsible off-roaders and highlight how sustainable practices can go hand in hand with capability and adventure.”
Looking ahead, Isuzu and the Green Lane Association share a common vision for the future of sustainable off-roading — a vision soon to be embodied by the upcoming Isuzu D-Max EV.
Like its rival the Toyota Hilux BEV, the D-Max EV will bring zero-emission, near-silent off-roading to the UK, allowing enthusiasts to explore rural areas with minimal environmental impact and reduced disturbance to local communities and wildlife.
George Wallis, head of marketing at Isuzu UK, commented: “We’ve tracked a great first year with the Green Lane Association, and we’re thrilled to keep the momentum rolling. This partnership shows that 4x4 adventure and responsibility can travel side by side — and the D-Max EV will take that ethos to the next level.”
By blending its rugged 4x4 heritage with cutting-edge electric technology, Isuzu aims to lead the transition to cleaner, quieter, and more considerate off-roading, ensuring that green laning remains sustainable and accessible for future generations.
