Isuzu UK has a rich history that spans nearly four decades, marked by significant milestones and the introduction of iconic models that have solidified its reputation as a leader in the UK pick-up market.
Since its entry into the UK in 1987, Isuzu has sold 125,000 vehicles, a testament to its enduring appeal and reliability. We look at the journey of Isuzu in the UK, the key models and achievements that have contributed to its success.
Isuzu’s journey in the UK began in 1987 with the introduction of the Trooper, a model that quickly became synonymous with ruggedness and reliability.
The Trooper was a hit among off-road enthusiasts, with over 40,000 units sold in the UK, accounting for approximately 32% of Isuzu’s total sales to date.
The original Trooper, available in two generations until 2003, was renowned for its tough 4x4 capabilities. The Mk2 Trooper, launched in 1992, further enhanced the model’s reputation with a refined design, switchable 4WD system, and three trim levels: Standard, Duty, and Citation.
These models offered varying levels of premium features and were available in both three-door short-wheelbase and seven-seater long-wheelbase configurations.
The Trooper’s success laid the foundation for Isuzu’s reputation as a reliable marque in the UK, providing capable and versatile off-road vehicles. These traits continue to be the driving forces behind Isuzu UK’s success today.
In addition to its off-road prowess, Isuzu sought to diversify its offerings by entering the performance road car market. In 1987, the brand introduced the Piazza, a three-door, 2-litre turbocharged coupé known for its impressive acceleration, reaching 0-60mph in 8.3 seconds and achieving a top speed of 127mph.
The Piazza’s appeal was further enhanced by a collaboration with Lotus, resulting in the ‘Handling by Lotus’ model, which featured upgraded suspension, brakes, and tyres.
This model became a rare and highly sought-after classic, showcasing Isuzu’s versatility in producing both exciting performance road cars and off-roading powerhouses.
Isuzu’s reputation for rugged and capable vehicles was further cemented with the introduction of its first pick-up in the UK, the Isuzu TF, in 1988. The TF shared the same DNA that propelled the Trooper to off-roading folklore, forming the foundation for Isuzu UK’s reputation as The Pick-Up Professionals.
Available in multiple cab configurations, including single, extended (space cab), and double cab, the TF featured a 2.5-litre engine, four-wheel-drive, a 1-tonne payload, and a 2-tonne towing capacity.
Building on the success of the TF, Isuzu launched the Rodeo in 2004. The Rodeo 3.0-litre was the first diesel pick-up in the UK with an automatic gearbox, offering 360Nm torque, 130ps, and an improved 3-tonne towing capacity.
The Rodeo range spanned from the entry-level 2.5-litre Denver, equipped with air conditioning, electric windows, and 16-inch alloy wheels, to the 3-litre Denver Max LE, featuring 18-inch chrome alloy wheels, a body-coloured canopy, and a stainless-steel mesh front grille.
The Isuzu D-Max, launched in 2012, marked a new chapter in Isuzu’s history, quickly becoming a favourite among farmers and tradespeople. With over 50% of total Isuzu sales attributed to the D-Max, currently in its third generation, the model has become synonymous with toughness and reliability.
The D-Max boasts an over-a-tonne payload and a 3.5-tonne towing capacity, making it a hardworking companion for many.
In 2017, Isuzu introduced a cleaner and more efficient 1.9-litre turbo diesel engine for the D-Max, delivering 164ps and 360Nm torque while pioneering sustainability and efficiency, achieving up to 39.4mpg.
The third-generation D-Max, launched in 2021, continued the model’s success with updated styling, technology, comfort, and mechanical refinements, further enhancing its desirability. Isuzu also strengthened its reputation for superior safety by enhancing the pick-up’s passive and active safety systems.
The latest version of the D-Max, introduced in 2025, represents the culmination of decades of development.
It features Rough Terrain Mode, enhanced ADAS safety features, a Tyre Pressure Monitoring System, modernised infotainment, and a new digital reversing camera, all standard across the range. The model also boasts bold new cosmetic styling, further solidifying its position as a leader in the UK pick-up market.
Isuzu UK’s momentum continues to flourish, with 2023 and 2024 marking back-to-back record sales years for the D-Max, with 6,318 and 6,574 units sold, respectively.
This impressive performance has resulted in Isuzu becoming the second-largest pick-up brand in the UK, behind Ford, with a market share of 17.5% according to the Society of Motor Manufacturers and Traders (SMMT).
As Isuzu UK celebrates its 125,000th vehicle sold in the UK, the brand looks back on a storied history filled with innovation, reliability, and a commitment to excellence. With the D-Max leading the charge, Isuzu is poised to continue its success and maintain its position as a leader in the UK pick-up market for years to come.
