Isuzu explains new D-Max 2021 price rise: Why the latest Mitsubishi Triton and Nissan Navara competitor costs more

Isuzu’s hotly-anticipated all-new D-Max ute will cost up to $6100 more than its predecessor, depending on variant, but the brand thinks the jump in price is justified in the new-generation model.

Of course, the increases are dependent on body style and spec, so check out our full pricing story to see exactly how much each grade has gone up, but each D-Max has jumped up at least $1900 in recommended retail pricing.

Alleviating the new prices however, is the inclusion of upmarket standard equipment, new safety technologies not yet seen on a light-commercial vehicle and a more potent 3.0-litre turbo-diesel engine, according to the brand.

Speaking to journalists, Isuzu Ute Australia general manager of sales Ben Jaeger conceded that the new D-Max has moved slightly upmarket, but that the ute is still in line with market expectations.

“We made the decision, based on customer feedback, to include the safety technology and customer convenience (technology) that are optional in other brands,” he said.

“We base that on customer feedback, and in fact, we’ve been quite inundated with requests.

“The prices have gone up, but we feel as though they are appropriate, we’ve also been monitoring the market, trying to understand exactly where our new model fits.

“Yes, we are going upmarket, but we do expect to sell a higher degree of premium models. I guess that’s the change in our brand.”

For reference, the new D-Max range opens at $32,200 before on-road costs for the base 4×2 Single Cab Chassis SX manual, which sits above the cheapest diesel-powered Ford Ranger ($29,190), Mitsubishi Triton ($26,240), Nissan Navara ($27,150) and Toyota HiLux ($27,390).

However, Isuzu is running a launch promotion where the cheapest D-Max can be had for $29,990 drive-away, while it also sports a more powerful 140kW/450Nm 3.0-litre turbo-diesel engine and advanced safety features such as autonomous emergency braking (AEB), lane-keep assist and traffic sign recognition at no extra cost.

Sitting at the top of the new D-Max range now is the $62,9000 BOCs 4×4 Crew Cab X-Terrain automatic, lifting the price ceiling from the $54,800 LS-T – a grade which has now been discontinued.

The X-Terrain will also boast a special introductory price of $58,900 drive-away, undercutting the likes of the automatic Ford Ranger Wildtrak (from $64,290 BOCs), Nissan Navara N-Trek ($59,600) and Toyota HiLux Rugged X ($64,490).

Mr Jaeger said Isuzu doesn’t expect to lose too many customers due to the price rises, with the majority of grades moving up between $2000-$4000, and that the brand is still targeting value for consumers.

“We still want to be seen as a value-add brand in regard to giving a really good vehicle – really reliable and durable vehicle – for a fair price,” he said.

“We don’t feel as though we are veering too far away from that with this particular car.

“This car is the safest, has more technology than a lot of other vehicles that are out there, and again, it’s not optional – this is available from out entry level all the way through to the top end.

“We’re not about making our vehicles too expensive; we want to be seen as good value for money and we don’t feel as though we will alienate our customers.”