Blade upgrades could extend beyond D-Max
ISUZU Ute Australia (IUA) has teamed up with Walkinshaw Automotive in Melbourne for the new D-Max Blade off-road ute, but the brand says it is considering expanding the partnership into other segments such as its MU-X large SUV or applying the Blade treatment to a lower-spec D-Max donor vehicle.
The first Blade product is based on the high-grade LS-U+ dual-cab automatic ute, with modified model listing at $76,990 drive-away.
While higher pricing is equal to higher profits in the ute space, IUA says it could react to offer a more affordable Blade variant based on a lower trim like Nissan has done with the Navara SL Warrior, which is significantly less expensive than the range-topping Pro-4X Warrior.
IUA PR manager Mark Harman said the coalition between the Japanese marque and Walkinshaw may move beyond just one Blade derivative.
“At the moment the focus is on upper-spec, based on consumer behaviours in the market,” he said.
“The Blade is an upper-spec model, based on the LS-U+. This is an answer to the immediate market need, which we haven’t had a product in,” explained Mr Harman.
“We will investigate other areas of the market if we identify there is a market for it.”
What about an SUV with some of the D-Max Blade’s off-road upgrades? An MU-X with a hardcore underbody protection system, more off-road focused suspension and extra clearance could easily meet a market desire – and IUA has seemingly also identified that gap.
“It’s a consideration at this stage, but we are focusing on the current D-Max Blade for now,” said Mr Harman.
“We are considering, possibly, a Blade MU-X down the line. It all depends how this is received,” he said.
“We’re manufacturing locally in Melbourne at the Clayton manufacturing facility at Walkinshaw’s premises. I believe we’re looking to introduce about 400 Blade ute units this year,” he said.
Mr Harman further stated that the Australian-led focus for this program, using Australian engineering expertise rather than relying on something to be offered to the brand’s local operations from its Japanese headquarters, was key to getting a product like the Blade to market.
“Localisation is the key here,” he said. “We have had conversations with Japan and with Thailand (where the D-Max is built) to ensure that yes, it can be done.
“But capitalising on (Walkinshaw Automotive’s) experience, their local expertise is key. They are here on the ground, they are here to perfect the vehicle.
“No-one could do a better job than what Walkinshaw has done for us. No-one here has 40 years of local experience,” he said.
“What we were looking for was something unique to the Australian market; something completely Australian, bespoke for our climate here, our roads and the terrain here,as well."
The D-Max Blade is here to compete with the likes of the aforementioned Nissan Navara Pro-4X Warrior, as well as the Ford Ranger Tremor, Mazda BT-50 Thunder, and Toyota HiLux GR Sport.
