The history of Isuzu pickup trucks began six decades before the D-MAX arrived in Mexico. From the WASP, introduced in 1963, to the current generation, these vehicles have gone through different stages incorporating changes in capability, traction, safety, and fuel consumption, the company reported in a press release.

The first model mentioned by the company in this trajectory is the WASP . Later, in 1972 , the FASTER appeared, identified by Isuzu as its first one-ton pickup.

During the 1980s and 1990s, the platform evolved into the Faster Rodeo series . This period saw the addition of 4WD and modifications to the unit design.

D-MAX appeared in 2002

The name D-MAX arrived in 2002 with the introduction of the first generation of the model. By then, Isuzu had accumulated almost four decades of experience developing pickup trucks.

Nine years later, in 2011 , the second generation was introduced, in which the company placed greater emphasis on safety and environmental responsibility. The third generation arrived in 2019 , incorporating changes related to efficiency, structure, and design.

In parallel, the development of the D-MAX has included adjustments to its diesel engines to meet torque and fuel consumption requirements, as well as modifications related to structural strength, load capacity, safety systems and driver conditions .

From trucks to pickups

Part of this evolution stems from Isuzu’s experience with cargo trucks and diesel engines . The company noted that, since the development of the D-MAX, it has sought to transfer some of those elements to a smaller vehicle intended for different work activities.

The current generation uses a 3.0-liter turbodiesel engine , whose configuration considers operations that require response in situations such as dragging and slopes.

The development also considers aspects related to maintenance, durability and operation , which the company groups within the total cost of ownership (TCO) for vehicles used as work tools.

Currently, the D-MAX is part of Isuzu’s portfolio in Mexico in the SE, HL, and DX versions . Its introduction to the Mexican market coincides with the company’s 20th year of operations in the country, where it has 36 dealerships and 40 authorized service centers .

With the D-MAX, the history of Isuzu pickups, which began with the WASP in 1963, spans more than six decades , while the model that adopted the current name has accumulated 24 years since the appearance of its first generation in 2002.

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SAN MIGUEL AMEYALCO, STATE OF MEXICO – Over the past five years, the pickup truck segment (Light Commercial Vehicles – LCVs) has been one of the most dynamic in the automotive market. “In the first half of 2026, this segment registered a growth of 16.9% compared to the same period in 2025, in addition to being the second largest in volume in the Mexican market , and we see that it faces increasing competition,” highlighted Guillermo Rosales, executive president of the Mexican Association of Automotive Distributors (AMDA) , during the launch of the Isuzu D-MAX model .

Isuzu has a 100-year history in the automotive industry, 60 of which have been spent in the LCV market, where it has developed six generations of the D-MAX pickup. Now it arrives in the Mexican market with three versions: SE, HL, and DX , described Yoshihiko Watanabe, CEO of Isuzu Motors of Mexico.

Isuzu has had a presence in Mexico for 21 years, and the decision to enter the market was driven by the growth the Mexican market has experienced in this segment. “We are observing interesting growth in this market at a rate of 10 to 15% annually, so we expect greater acceptance of our diesel engine offering,” Hiroshi Ikegawa, president and COO of Isuzu Motors de México, told T21.

With the introduction of the D-MAX, Isuzu is venturing into the recreational or family vehicle sector , which until now had not been present due to its offering of trucks from Class 1 to Class 7.

From Ikegawa’s perspective, D-MAX’s presence is supported by a network of distributors that has been consolidated over 21 years in Mexico, where with 36 dealerships that translate into 43 service points and 40 authorized workshops of the brand , “we can serve at least 83 points in the Mexican Republic, there is no place where we do not have service from the brand.”

While there is no specific sales target for the D-MAX, Isuzu aims to reach 10,000 units in the Mexican market by 2030, with 7,500 trucks from the ELF and Forward families and 2,500 from the D-MAX range contributing, Hiroshi Ikegawa anticipated.

Although the mid-size pickup segment is one of the most competitive, with a presence from various Asian and American brands, Isuzu executives believe that diesel engines are a key differentiator , coupled with a focus on robustness in demanding global markets and extreme temperature conditions.

The D-MAX models that will be sold in the Mexican market are manufactured at Isuzu’s plant in Thailand, a mature market for this type of vehicle. ” The D-MAX models are present in more than 120 countries , feature the 3.0 diesel engine, and will meet the needs of Mexico, which is a very dynamic market,” explained Junichi Kubo, president of Isuzu Motors International Operations Thailand.

From the perspective of Yohei Kato, General Manager LCV Business Department of Isuzu Motors Limited, the presence of D-MAX opens a new chapter in Isuzu’s presence in Mexico, where the growth potential can be addressed.

Dual proposal

The D-MAX pickup enters the Mexican market with three cabs; the first, the SE Single Cab , is configured as a work tool, with 4×2 traction and manual transmission.

During the test drive designed to familiarize ourselves with the models, the ample space in the box was verified to maximize the cargo space of up to one ton, where the diesel engine guarantees proper performance in the demands of work activities.

The HL Double Cab version has manual or automatic configuration and 4×4 traction, so it has a dual purpose of being a work and family vehicle, or can be used for daily use.

The equipment in this version stands out with 17-inch wheels, an eight-inch touchscreen with wireless connectivity, a reversing camera and a rear differential lock, allowing for both on- and off-road applications.

The top-of-the-range version is the DX Double Cab , which features 18-inch aluminum wheels, automatic transmission, and the highest level of equipment, such as the ADAS Safety Suite, which, among other systems, includes Adaptive Cruise Control, Autonomous Emergency Braking, and Blind Spot Monitor.

All models were tested in on-road activities to check stability, performance, maneuverability and in the case of the DX the autonomous emergency braking could be tested, which would have prevented a collision.

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The growth recorded by the construction sector in Mexico is driving demand for specialized freight transport for the movement of materials, machinery and equipment, according to information presented by Isuzu Motors Mexico based on figures from the National Institute of Statistics and Geography (Inegi) .

According to the manufacturer, industrial activity grew 2.1% during April 2026 compared to the previous month, its biggest monthly advance since March 2021, driven mainly by construction, which increased 7.6% in the same period.

Given this behavior, the company pointed out that medium and heavy cargo transport is becoming more relevant to meet the logistical needs of the works, where the availability of units contributes to the continuous transfer of supplies and reduces downtime.

As part of its offering for this segment, Isuzu highlighted the Fordward range, made up of models with load capacities ranging from eight to 18.3 tons, aimed at applications such as the transport of construction materials, steel, prefabricated materials, machinery and aggregates.

The company stated that these vehicles incorporate diesel engines that comply with Euro VI regulations, as well as technologies focused on emissions reduction, fuel efficiency, and suspension and braking systems for intensive work operations. They also feature a cab configuration designed to improve operator visibility.

“At Isuzu, we understand that behind every project there is a logistical operation that cannot stop; therefore, our commitment is to offer reliable vehicles and the necessary technical support so that our customers can keep their projects moving forward,” said Miguel Mejía, Deputy Director of After-Sales and Plant for the brand.

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Technical expertise and after -sales service have once again taken center stage at Isuzu Motors de México . The automaker celebrated the 17th edition of its National Technical Skills Competition , an event that brought together the top specialists from its dealer network and will determine the Mexican representatives for the world finals in Japan.

The process brought together more than 124 technicians from different regions of the country , who participated in theoretical evaluations and specialized training through the brand’s i-learning platform . From that group, 12 finalists reached the national stage held at the Isuzu Training Center, located at the SKD plant in Cuautitlán Izcalli, State of Mexico.

During the competition, participants faced tests focused on engine diagnostics, unit inspection, technical measurement, and troubleshooting mechanical and electronic faults in scenarios similar to the daily operation of workshops.

In addition to technical knowledge, the assessment also tested skills related to analytical thinking, operational safety, discipline, and teamwork, elements that the brand considers relevant to maintaining the operational continuity of its clients .

“At Isuzu, we understand that customer trust is also built through after-sales service. Our technicians are the ones who keep thousands of businesses running every day, and this competence reflects the level of preparation, commitment, and professionalism that exists within our network,” said Luis Miguel Mejía Triay, Deputy Director of After-Sales at Isuzu Motors de México.

In the individual category, Gustavo Olguín Pacheco was recognized as the best setter coach in Mexico. He and Jorge Alejandro Salazar Álvarez also won the team competition and will represent the country in the international final to be held in Japan in November 2026.

Isuzu noted that this competition is part of its ongoing training strategy focused on maintaining standards of quality, safety and efficiency within its service network.

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Technical expertise and after -sales service have once again taken center stage at Isuzu Motors de México . The automaker celebrated the 17th edition of its National Technical Skills Competition , an event that brought together the top specialists from its dealer network and will determine the Mexican representatives for the world finals in Japan.

The process brought together more than 124 technicians from different regions of the country , who participated in theoretical evaluations and specialized training through the brand’s i-learning platform . From that group, 12 finalists reached the national stage held at the Isuzu Training Center, located at the SKD plant in Cuautitlán Izcalli, State of Mexico.

During the competition, participants faced tests focused on engine diagnostics, unit inspection, technical measurement, and troubleshooting mechanical and electronic faults in scenarios similar to the daily operation of workshops.

In addition to technical knowledge, the assessment also tested skills related to analytical thinking, operational safety, discipline, and teamwork, elements that the brand considers relevant to maintaining the operational continuity of its clients .

“At Isuzu, we understand that customer trust is also built through after-sales service. Our technicians are the ones who keep thousands of businesses running every day, and this competence reflects the level of preparation, commitment, and professionalism that exists within our network,” said Luis Miguel Mejía Triay, Deputy Director of After-Sales at Isuzu Motors de México.

In the individual category, Gustavo Olguín Pacheco was recognized as the best setter coach in Mexico. He and Jorge Alejandro Salazar Álvarez also won the team competition and will represent the country in the international final to be held in Japan in November 2026.

Isuzu noted that this competition is part of its ongoing training strategy focused on maintaining standards of quality, safety and efficiency within its service network.

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The narrative surrounding transportation and its connection to productive activities is once again taking center stage, this time with the conclusion of an audiovisual project driven by the industry. Isuzu Motors de México announced the premiere of the fourth and final season of “Los Imparables” (The Unstoppables) , a documentary series focused on the stories of customers and their operations in different regions of the country.

The launch is scheduled for April 18th through the brand’s official channels , where five case studies will be presented, reflecting diverse business sectors, from food to construction materials. In this final installment, the series revisits experiences related to the continuity of family businesses, growth from small operations, and the consolidation of companies in their respective markets.

Among the episodes are stories like that of Pastes Kiko’s in Pachuca, Hidalgo, linked to the permanence of a family business ; Administradora de Aceros y Materiales, in the State of Mexico, which arose from a personal need; and Botanas Fryen, in Michoacán, which evolved from home production to a more structured operation.

Also included is the story of Distribuidora de Pollo Roca , in Jalisco, focused on family work, and Pasteurizadora Jersey, in Tijuana, Baja California, with a long-term history in the food sector.

According to Isuzu, the series aimed to showcase the role of these operations in the everyday economy , emphasizing the human element behind transportation and distribution. With this final season, the project concludes after four installments.

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The shortage of drivers remains one of the main structural challenges for the trucking industry in Mexico , a problem that is not new, but continues to condition the operation and growth of the sector.

This deficit is not only a reflection of an industry perception, but also a documented problem at a global level.

According to the International Road Transport Union (IRU) and the National Chamber of Freight Transport (Canacar) , in Mexico the deficit is around 99,000 operators , a figure that already directly impacts the operational capacity of road transport.

In fact, Canacar has pointed out that this lack of personnel has left more than 90,000 vehicles idle due to a lack of operators , while internationally the situation is replicated on a larger scale, demonstrating that it is a structural challenge and not isolated to the Mexican market.

In this context, companies have had to focus part of their strategies not only on attracting talent, but also on retaining it and making it more efficient. Training has become a key element in reducing turnover, optimizing unit performance, and avoiding corrective maintenance that impacts operating costs.

At the same time, the proper use of vehicles and the technical training of operators are positioned as factors that directly affect the useful life of the units, in an environment where efficiency is increasingly crucial for profitability.

Under this scenario, Isuzu Motors de México is focusing its strategy on supporting its customers—both fleet operators and retailers—in developing operational capabilities. The company has committed to strengthening operator training as a way to address this structural challenge in the sector.

“For several years we have been focused on assisting our clients to provide their operators with the necessary training so that they can maintain and operate the units according to the needs of each vehicle,” José Manuel García Soria, the company’s Fleet Development Manager, explained to T21.

The automaker also highlighted reliability as one of its main differentiators, particularly in its diesel engines, where, according to García, fuel efficiency and durability continue to be key attributes for its customers.

In that context, the firm maintains in its portfolio the range of Euro 6 vehicles , corresponding to the 2026 model year, while advancing in the incorporation of new products, such as its D-Max pickup, which is expected to arrive soon in the Mexican market.

In an environment where operational challenges persist , the combination of technology, efficiency, and human capital is emerging as one of the main routes to sustain the operation of road transport.

In 2025, the Japanese automaker sold 5,910 units at retail, which represented a 10% increase compared to 2024.

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Isuzu Motors de México presented the second season of “Los Imparables” (The Unstoppables) , its original documentary series focused on showcasing the stories of customers who have built successful businesses in different regions of the country. The premiere is scheduled for this Friday, February 27, on the brand’s official website.

The new installment consists of five chapters that narrate real experiences of entrepreneurs who, with determination and resilience, have driven the growth of their companies.

Among the stories, “The Accomplices ,” set in Oaxaca, stands out, recounting how Prudencia Ruiz and Abimael Oliveira consolidated Plastisur del Istmo through teamwork. In “The Warrior ,” from La Paz, Mayra Cerecer narrates how she transformed the distribution of basic goods into an operation characterized by innovation and constant growth in Baja California Sur.

In the State of Mexico, The Visionary showcases the case of Eliseo Gutiérrez, who developed Guval Gas with a strategy aimed at maintaining competitiveness in the gas sector.

Meanwhile, “The Best Decision ,” in Puebla, features Efraín Domínguez, who strengthened Mi Caja through operational efficiency. Finally, “The Woman of Steel ,” in Oaxaca, documents how Patricia Ramírez assumed leadership of Aceros Ramar after her husband’s death from Covid and consolidated the business’s growth.

Each episode portrays the resilient spirit of men and women who have faced challenges and continued to move forward, with Isuzu as an ally on their journey.

With this second season, the brand seeks to reaffirm its purpose of recognizing those who, through work and perseverance, contribute to the development of the country.

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The availability of spare parts and efficient after-sales service are factors that directly impact fleet productivity. Based on this principle, Isuzu structures its strategy in Mexico around an ecosystem of technical support, maintenance, and warranties designed to sustain the daily operations of its customers.

The automaker operates through a nationwide network of authorized dealerships and service centers that provide maintenance, specialized technical assistance, and operator training, with the goal of reducing downtime. As part of this system, it implements the One Price program, which standardizes labor costs across the country for vehicles operating in different regions.

In terms of supply, the company reports an average annual fill rate of 96.75% for genuine parts available through its national network. The portfolio includes Isuzu Genuine Parts and Best Value Parts (BVP) , options designed to maintain the performance and lifespan of the vehicles, taking into account operational efficiency, costs, and safety.

The support also includes a warranty plan tailored to the vehicles’ operating conditions. ELF models offer 36 months or 100,000 kilometers of coverage, while Forward models offer 24 months with unlimited mileage, extendable for an additional two years under certain restrictions.

“At Isuzu, we understand that the true value of a vehicle is built through its daily operation. That’s why our after-sales service is an integral part of our relationship with our customers and the support we offer throughout the lifespan of each vehicle,” stated Constantino Vázquez Álvarez, Dealer Development Manager

With this approach, Isuzu underlines the relevance of after-sales service as a strategic component for the operational continuity of fleets and operators in Mexico.

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Not all growth stories begin with certainty. Many are born from discomfort, from the urgency to leave the comfort zone and dare to resist. That is the starting point of “The Unstoppables ,” the documentary series with which Isuzu Motors Mexico  decided to look beyond the product to tell what happens behind every kilometer traveled.

History reveals trajectories marked by daily work , inevitable setbacks, and irreversible decisions. There are no perfect scripts or straight paths. There are companies that grew through the rain, amidst complicated paths and days that didn’t always promise certainty, but always the need to persevere.

With four seasons and 20 episodes , “The Unstoppables” brings together stories from different industries and contexts that converge on a single idea: stopping is not an option. For the brand, these narratives explain its reason for being and the purpose of supporting those who make transportation a tool of life, as explained by Mariana Cervantes, the brand’s Marketing Manager.

“We invite you to discover the real stories of real people, to learn about journeys that haven’t always been easy, but that have never stopped. This documentary series is inspired by people who turned their greatest challenges into the strength to achieve their dreams,” Cervantes emphasized.

From an institutional perspective, Isuzu emphasized that a brand isn’t built solely on vehicles, but on the trust of those who depend on them to fulfill their needs . Each vehicle represents stability, but also a promise: to arrive, return, and set out again the next day. This logic of long-term support is what shapes the project and gives coherence to each story.

Also present at the event was Rogelio Arzate, executive president of the National Association of Bus, Truck, and Tractor-Trailer Manufacturers (ANPACT) , who emphasized the role that micro, small, and medium-sized enterprises (MSMEs) play in the dynamism of the national economy. He explained that this segment is what truly drives the country and that having adequate transportation solutions is key to their daily operations.

“Mexico’s economy is driven by micro and small businesses,” she noted. She acknowledged that Isuzu products, manufactured in the country, are part of that productive system and give visibility to stories that also include women entrepreneurs.

On behalf of the automaker, Hiroshi Ikegawa , president of Isuzu Motors Mexico, highlighted the relationship the brand has built with the country since its arrival, as well as the value of the stories featured in the “The Unstoppables” series. During his remarks, he expressed his gratitude for the openness of the Mexican market and affirmed that the testimonials presented reflect entrepreneurs who have a positive impact on their communities.

“What a great country Mexico is, it is an honor to be able to be with you,” he expressed, and indicated that the documentary series reflects stories of those who drive economic development every day through their businesses.

One such story is that of Juan Jesús Gutiérrez , CEO of Promoeco , whose relationship with the brand began at a pivotal moment, both for his business and for Isuzu’s history, as he became its first customer in Mexico. The need to find a vehicle that offered safety, cargo capacity, and stability led him to make a decision that, over time, would become a foundational commitment.

The news of being the first customer didn’t come without its challenges. The possibility of encountering failures, adjustments, or setbacks was always present. However, over the years, they built something more solid than any initial expectation. Two decades later, the accumulated experience translated into operational confidence , on-time deliveries, and the peace of mind of knowing that the vehicle would perform, even in adverse circumstances.

Regarding the global context, Gutiérrez noted that the current environment is marked by uncertainty, economic tensions, and technological acceleration. Against this backdrop, he emphasized the value of humanity . Beyond innovation or trends, he highlighted the importance of the intelligence that is built daily, within the family, and through consistent work. Based on his experience, he explained that the relationship with Isuzu has evolved from a transactional one to a long-standing alliance.

Starting February 2nd , the stories that make up “The Unstoppables” will begin to be shared gradually on the Isuzu Mexico website , allowing the public to learn firsthand about the journeys, decisions, and lessons learned by those who have made transportation a tool for growth. It’s an invitation to see the path through the real-life experiences of those who, even in the most challenging times, chose not to stop.

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