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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The availability of units has become one of the main challenges for trucking companies , so after-sales services are becoming more important to reduce downtime and maintain fleet continuity.

Providing ongoing support for vehicles throughout their lifecycle through preventative maintenance, warranties, parts availability, and specialized technical assistance is a key part of the after-sales strategies implemented by automakers. Following this principle, Isuzu Motors de México integrated its sales and after-sales departments to support customers from vehicle purchase through operation.

To that end, the company reported that it has a network of 36 dealerships and 41 support workshops across the country to meet the maintenance and service needs of the units.

“Every ISUZU vehicle is a work tool that must be kept operating at peak performance. Therefore, our goal is to offer customers the support, specialized attention, and availability of spare parts that allow them to keep their business moving,” commented Miguel Mejía, Deputy Director of After-Sales at the company.

For his part, Alfonso Rodríguez, Deputy Director of Sales at ISUZU Motors de México, indicated that customer service begins with the selection of the unit based on the operational needs of each company and continues during the operational stage through after-sales services.

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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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El cargo Isuzu’s “Unstoppables” reach the final route with their fourth season apareció primero en T21.

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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Isuzu Motors de México began 2026 with a milestone in its national operations, reaching the assembly of its 15,000th unit at the Isuzu SKD plant . According to the company, this achievement reflects the consolidation of its production processes and its commitment to quality.

The company noted in a press release that the assembly plant project began in 2008 and that the first unit, assembled using the SKD (Semi Knocked Down) system, rolled off the line in March 2009. Since then, the operation has produced various models from the ELF line, such as the ELF 600, as well as from the Forward line: 800, 1100, 1400, and currently, the Forward 1800 and 2000.

According to Isuzu, the assembly process takes place across five workstations , allowing each unit to be completed in approximately 90 minutes, under strict quality standards. The company emphasized that this result is a product of the talent and commitment of the plant’s employees, whose performance has been key to consolidating its position in the national market for cab-over vehicles.

The brand noted that more than 71,000 Isuzu units are currently circulating in the country, supported by a productive operation that reinforces its presence in the Mexican market.

He emphasized that the assembly of the 15,000th unit is part of the Isuzu Vision 2030 , which includes strengthening its operations in Mexico and the goal of achieving the sale of 10,000 units, a solid dealer network, and a permanent focus on customer satisfaction.

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El cargo Isuzu “steps on the gas” and celebrates the 15,000th unit assembled in Mexico apareció primero en T21.

In an interview with T21 , Ikegawa stated that challenges are an integral part of growth, and although the economic environment is uncertain, the company remains focused on its objectives . The goal is clear: by 2025 they aim to sell 6,000 units , which compared to the 5,400 sold in 2024, Isuzu is targeting 11 percent growth.

“At first, I thought of higher goals, like 7,000 or 8,000 units,” Ikegawa said with a touch of humor. “But then they told me to be more realistic and set the goal at 6,000 units. So, calmly, we decided to set that number as our target for 2025,” he explained.

In 2023, Isuzu achieved its highest sales volume ever, with 3,100 units in retail sales and 3,309 units in wholesale sales, for a total of 6,409 units, according to the  National Association of Bus, Truck, and Tractor-Trailer Producers (ANPACT).

However, in 2024 ,  sales declined, reaching 5,867 units, representing a drop of 8.46% compared to the previous year. Despite this decline, the company managed to exceed the sales target it had set for that year.

Ikegawa highlighted the uncertainty surrounding the market, both locally and internationally, mentioning that factors such as the trade relationship between Mexico and the United States , as well as the domestic economic situation, create an uncertain outlook.

“Although the environment is uncertain, we remain confident in our ability to adapt and the strength of our business model,” he said, reaffirming his optimism in the face of market volatility.

Regarding the challenges facing the industry, Ikegawa highlighted the transition to new technologies , emphasizing emissions regulations such as NOM-044-SEMARNAT-2017 , which regulates emissions from heavy vehicles and is setting a trend in fleet renewal.

He explained that the company’s innovation is not limited only to emissions regulations, but also to the operation of the trucks. Cab upgrades and other technological advancements are part of a process to ensure customers continue to trust Isuzu .

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El cargo Isuzu aims for sales growth by 2025 apareció primero en T21.

“In its infancy and still growing,” is the state of the charging infrastructure in Mexico, according to Yoshihiko Watanabe, CEO of Isuzu in Mexico . This represents a challenge for companies that want to market electric vehicles and meet the challenges of sustainable mobility.

Speaking to T21 during the launch of the EURO VI vehicle range, Watanabe made it clear that the brand does not limit itself to challenges and that despite any difficulties, it remains positive and achieves its goals.

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He explained that although the company is already conducting tests with electric units , the lack of charging stations remains a challenge. This year they plan to test two electric vehicles and, depending on the results, within two to three years they could begin marketing them.

“The issue here would be the charging of the batteries, how much infrastructure would be available to charge the batteries?”  Watanabe asked.

Another challenge that influences Isuzu’s strategy in the country is the tariff structure . Watanabe explained that trucks manufactured in Japan that weigh more than 7.25 tons must pay a 20% tariff upon entering Mexico, while those assembled in the country are exempt from this tax.

This has led the company to strengthen its local production, with the expansion of the plant in the State of Mexico, to avoid these costs and improve its competitiveness .

In addition to infrastructure, another challenge facing the company is growing competition from Chinese manufacturers , who have improved their quality in recent years.

 “In the past, China was not a competitor for us, it was not competition for us, because the quality was low. However, recently that has changed a lot, to be honest,”  Watanabe admitted.

He commented that although Chinese competition has improved, they are confident that Isuzu products will continue to be of a higher standard.

Given the economic and trade outlook, Hiroshi Ikegawa, president of Isuzu Motors Mexico, said that the company is also keeping an eye on possible changes in its relationship with the United States.

“This year may be a little more peculiar because of the change of government in both the United States and Mexico. There are many movements and it could be something negative, it could be. But I think we have survived all these challenges, and I think setting a goal of six thousand sales in 2025 is because we feel excited to have a challenging objective,” said Ikegawa .

Despite these challenges, company leaders assured that Isuzu continues to advance its growth plan with the aim of strengthening its presence in the market and expanding its range of products to meet new transportation needs.

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