Isuzu D-Max customers who face a 12-month wait for their new ute have questioned the wisdom behind adding 1020 examples of a limited-edition when the company can’t meet existing orders.
Isuzu D-Max dealers – and customers – have questioned the need to introduce more than 1000 examples of a new limited-edition model while they wait up to 12 months for utes ordered last year.
The 2023 Isuzu D-Max X-Rider is a limited edition model based on the basic Isuzu D-Max LS-M, which in standard guise has vinyl flooring, basic seat trim, and a smaller infotainment system compared to top-end models.
However, with a handful of options, the limited-edition costs almost as much as the top-of-the-range Isuzu D-Max X-Terrain which is listed at $64,990 drive-away.
While the 2023 Isuzu D-Max X-Rider carries-over the vinyl flooring and basic seat fabrics from the Isuzu D-Max LS-M, it gains black alloy wheels, a black sports bar, black side steps, a back grille, a soft tonneau cover and X-Rider badging.
The engine and transmission are unchanged from the standard model: a 3.0-litre four-cylinder turbo diesel (140kW/450Nm) paired to a six-speed automatic and four-wheel-drive.
Priced from $58,000 plus on-road costs, the Isuzu D-Max X-Rider is $2700 dearer than the $55,300 Isuzu D-Max LS-M on which it is based.
The basic Isuzu D-Max LS-M without X-Rider options fitted is listed on the Isuzu website with the following drive-away prices: $59,600 (Queensland), $59,700 (NT) $59,800 (SA), $60,000 (NSW and Tasmania), $60,500 (Victoria), and $61,700 (WA). These prices (rounded) vary due to different stamp duty and registration fees in each state.
Adding the X-Rider’s $2700 premium equates to approximately $62,300 to $64,400 drive-away.
This means the limited edition model costs almost as much as the top-of-the-range, leather-lined Isuzu D-Max X-Terrain listed at $64,990 drive-away – which has a waiting list of up to 12 months.
“Normally, car companies introduce limited-edition models towards the end of a product cycle to help boost sales,” said one leading Isuzu Ute dealer speaking on condition of anonymity.
“But we have some customers waiting up to 12 months for a D-Max, I reckon (Isuzu) would have been better off putting those 1000 or so cars into existing orders. This is just going to make the queue longer not shorter.”
Another customer, who says he has been waiting six months for an Isuzu D-Max X-Terrain and has been told he still has another six months or more to wait, told Drive: “You would think Isuzu would prioritise customers who are already in the queue. I’ve been waiting since last year for my car, as have a lot of customers. Why didn’t they allocate these production slots to people who have been waiting the longest?”
For now, the final drive-away price of the 2023 Isuzu D-Max X-Rider is anyone’s guess – and customers will be obliged to negotiate – because on-the-road pricing for the limited-edition model has to date not been listed on the company’s website since the model went on sale at the start of January 2023.
The 2023 Isuzu D-Max X-Rider is available in three colours: black, grey and white.
Vehicles are due in showrooms in the coming weeks.