Isuzu D-Max recorded its lowest ever sales with just 15 units in November 2019. Now however it has broken its own lowest sales record by selling only 14 units in the following month- December, according to the data released by Pakistani Automobiles Manufacturers Association (PAMA).
Ghandhara Industries Limited (GIL) introduced the Isuzu D-Max range of pickup trucks in Pakistan in November 2018, while its sales started to appear in PAMA sales chart from February 2019. Despite being well equipped and priced lower than Toyota Hilux range of pickups; the Isuzu D-Max has failed to create any sort of problems for its rival whatsoever.
During the first half of year 2019, GIL sold 400 units of Isuzu D-Max whereas in the latter half of the year only 264 units were able to find buyers. The monthly average since the beginning of this fiscal year turns out to be just 44 units, which is the lowest among all locally assembled vehicles. However sales during the last 3 months, the sales average have fallen down to 25 units only. The last two months of year 2019 displays an even horrible picture for the D-Max with deploring 15 & 14 unit sales.
In comparison, the Toyota Hilux saw 1,881 units sold in the first 6 months of this fiscal year at an average of 314 units a month. Although the Hilux also saw a 45% reduction in sales, as it sold 3,428 units in the discussed period a year earlier. Still Toyota Hilux sales stood almost 7 times more than that of its Isuzu rival.
Like most other locally assembled vehicles, the Isuzu D-Max also saw multiple price revisions in recent times which is believed to have affected its sales. However at this moment its half-year sales amounts less than a month’s sale of Toyota Hilux. Whether Isuzu D-Max will regain sales from January 2020, we will have to wait to find out.
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