The volatility that has characterized the commercial vehicle market throughout 2026 has not, so far, altered Isuzu Motors de México ‘s expectations for the end of the year. The automaker anticipates achieving its annual sales target, while noting increased customer interest in the models recently added to its lineup.
The company has also noticed the market’s erratic behavior; however, it noted that the outlook for the coming months remains favorable, commented José Manuel García Soria, Fleet Service Manager at Isuzu Motors de México.
“ The business outlook for the rest of the year looks promising . It seems that we will, if not exceed, at least reach our sales target for this year,” he explained to T21.
García placed the annual goal at around 6,500 units , although he specified that he was quoting the figure from memory.
The company’s expectations come after Isuzu accumulated 1,590 retail sales of cargo units between January and July 2026 , a 10.4% increase compared to the 1,440 registered in the same period last year, according to figures from the National Association of Bus, Truck and Tractor-Trailer Manufacturers (ANPACT) . In July, the brand sold 227 units, 22.3% fewer than the 292 sold in the same month of 2025.
Looking ahead to the final months of the year, Isuzu has also expanded its vehicle lineup. Among the new additions is the Forward 2000 , a 6×4 vehicle with a dual rear axle and all-wheel drive.
The Forward 1800 was also added , featuring a dual rear axle, although only one axle is driven. At the compact end of their lineup is the D-MAX , a pickup truck whose launch and sales recently began in Mexico.
According to García Soria, the response to these units has exceeded the company’s initial forecasts.
“We have observed a much greater interest from the market than we ourselves expected, so we are very optimistic about it,” he stressed.
Fleets focus on after-sales service
In addition to sales performance, Isuzu identifies a greater weight of after-sales service in fleet decisions , particularly in the support that companies receive once they incorporate the units into their operation.
García explained that the company has a team dedicated exclusively to maintaining contact with fleet customers, attending to their needs and acting as a liaison with the brand.
Part of this work includes training for operators and technical staff , as well as monitoring the needs that arise during vehicle operation.
“Many times, that after-sales support is what decides things, it’s the decision they make: ‘I’m staying with this brand because I don’t feel abandoned’,” he stated.
The evaluation of the units also takes into account aspects directly related to their operation. García Soria indicated that among the elements that customers have highlighted are the ergonomics of the cab and fuel efficiency .
Thus, towards the end of 2026, Isuzu will seek to sustain its annual target in a market that continues to show variations, while the response of fleets to the new units will be one of the elements that will mark the company’s performance during the coming months.
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