ISUZU UTE X-RUNNER RUNS INTO SHOWROOMS

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Isuzu UTE Australia has introduced a limited edition D-Max to its one-tonne ute line-up, the 2014 X-Runner is now on sale. Just 660 units are being imported.

Based on an Isuzu D-Max 4×4 LS-U, the 2014 X-Runner comes in two metallic colours, pearlescent white and black mica, with contrasting striping and decals.

Giving the X-Runner real street-cred are gunmetal-grey alloy wheels and side steps; front and rear body kit; black sports bar and tub liner.

The interior receives red and black two-tone seat trim; red contrast steering wheel stitching; and a high-gloss piano black dash trim.

It has a five-star ANCAP safety rating.

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The X-Runner is covered by Isuzu Ute’s usual five-year ‘bumper to bumper’ warranty and five-year Roadside Assistance.

Available in both auto and manual transmissions, the 2014 X-Runner has recommended prices of $46,490 (manual) and $48,690 (auto), both driveaway.

Isuzu Ute Australia (IUA) has been making waves with the most limited model base of any Australian importer. Until late 2013 IUA had just one model, the D-Max utility, with the dual-cab version taking care of most sales. Last year that amounted to 10,089 sales. Then the stable doubled, that is it increased by one. Isuzu added an SUV to the stable in the form of the MU-X, a seven seater that uses the same drivetrain as the tried and tested D-Max.

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Now IUA says it has set itself a target of 15,800 units for 2014. If it achieves that it will have consolidated its position in the Australian market in a remarkably short time.

For many years prior to 2008 Isuzu built Holden’s pickups and SUVs sold under the Rodeo, Jackaroo and Monterey monikers. The legacy the Holden venture left for buyers was that Isuzu made good, tough, reliable drivetrains. That one simple impression has helped IUA get to where it is today.

Underlying that is sales of the new Isuzu MU-X – a virtual unknown in the market place. It has two major competitors: Holden’s Colorado 7 and Mitsubishi’s Challenger. Both, like the Isuzu, are truck-based SUV’s that are spin offs from the Colorado ute, Triton ute and D-Max.

From obscurity the Isuzu MU-X currently leads the sales race with 360 so far this year compared to 255 Colorado 7 and 316 Challengers. The spin off from the IUA success is jobs. In 2008 IUA started with 20 staff and eight dealerships. By the end of 2014 there will be 100 dealerships.

Currently there are 70 IUA staff and by the end of 2014 triple figures are expected to be reached. IUA has had to move premises several times, always in the Brisbane area to keep up with staff growth.

IUA is keeping a close eye on MU-X sales to see where the buyers are coming from. Leading the conquest sales is perhaps the most surprising statistic of all. In order, conquests from other makes are from Prado, Pajero, Commodore, D-Max and Falcon.

Buyers coming to MU-X from Prado indicate MU-X is seen at least by some grey nomads as a cheaper viable alternative to the vehicle that dominates the around-Australia retirees. Pajero also fits this image.

IUA also made available its own research which it commissioned on the lead-up to the MU-X launch late last year. The results are surprising on what buyers find important when buying an SUV. The top five musts are: towing capacity, fuel consumption, seven seats, price and off-road capability.

What they found least important were: interior styling, brand image, audio system and last of all exterior design. Sitting in the centre of the list were: cabin space and comfort, engine performance, safety features, overall durability and reliability, driving performance and handling and vehicle size.

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