Rodeo returns as new Isuzu D-MAX
15 Sep, 2008
23 Comments 
If you are slightly nostalgic or the new Holden Colorado doesn’t quite tickle your fancy - then you’re in luck, with Isuzu set to debut its new Ute range based on the next generation Rodeo.
Despite the feud which led to the release of the Colorado, with Isuzu owning the rights to the Rodeo namesake in Australia - this new model will instead be known as the D-MAX.
The move follows the establishment of Isuzu UTE Australia Pty Ltd, a new organisation separate from its brand sibling which will import and wholesale the Isuzu D-MAX range to newly-appointed dealers around the country.
The new D-MAX will essentially pick up where the Rodeo left off, with the range including 4×2 and 4×4 variants in pickup and cab/chassis configurations.
CarAdvice will be attending the launch of the new Isuzu D-Max, so expect a first steer and full review over the coming weeks.
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September 15th, 2008 at 7:30 pm
are people stupid? it would want to be pretty cheap…
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September 15th, 2008 at 7:48 pm
All that who ha about owning the name(Rodeo) and they change it to what sounds like a iced coffee brand!
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September 15th, 2008 at 8:48 pm
it will be interesting to see how they play he pricing game.
Isuzu is already a respected name in light trucks, but they would also be here to grab a chunk of market share, so will it undercut the rivals, or end up line ball on pricing???
either way its still a jap ute which = a pig to drive.
there is already a lot of rodeos around that have removed the holden badges and replaced them with the isuzu grill/badge.
with this one though, i reckon they should have gone for a decent facelift.
the look of this may actually confuse the consumers and leave them weary……
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September 15th, 2008 at 8:54 pm
No the Nissan Big M sounds like a iced coffee brand. In Australia the Big M is known as the Navara.lol. The D Max is the name used worldwide for the Former Holden Rodeo. Isuzu use the Rodeo name for what we knew here has the Frontera which is why Holden could not continue to use that name here once Isuzu was seperated from the GM Brand.
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September 15th, 2008 at 10:10 pm
What a branding & marketing mess.
Very unprofessional from Isuzu. Will they bring in any more vehicles or will they be a one car brand?
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September 15th, 2008 at 10:21 pm
Give them 12 months and they will disappear from the Australian market.
Small time exercise from Isuzu that is doomed from the start.
It will be another Mahindra pik-up….
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September 16th, 2008 at 7:45 am
the headlights look better than the colorado
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September 16th, 2008 at 9:21 am
A colleague is off to Thailand next week for the dealer meeting. I look forward to learning more before the release.
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September 16th, 2008 at 10:43 am
This is really a stupid game being played out.
Holden has built the market for the Holden-Isuzu-Rodeo, and damn good vehicles they are/were. Holden has the infrastructure required for national support as well.
Now we have what appears to be a petulant Isuzu saying they can provide the same level of dealer support as Holden, which just won’t be the case.
Whether the Colorado is as well built as the Isuzus always were is yet to be seen, and whether the aftermarket will support both Colorado and Isuzu with bull bars, snorkels, etc also remains to be seen.
I agree that the Isuzu venture will fizzle.
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September 16th, 2008 at 12:26 pm
you can bet that WHATEVER price isuzu put on the d-max,g.m.will be $1k cheaper.divorces are like that,isuzu is the father(loses the house,wife and kids).oh and 1 more thing,g.m.(thailand)has built the rodeo(not isuzu)for donkeys ages.can’t see the d-max shattering any records in aust any time soon….
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September 16th, 2008 at 1:44 pm
So the Rodeo, Colorado adn D-Max are all one and the same, built by the same people in the same Thailand plant.
This does get a bit confusing doesn’t it?
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September 16th, 2008 at 2:11 pm
rodeo name is gone….really stupid condition of isuzu(we keep the name,but we will call it something different anyway…).colorado is the same ute,but now with different nose,tail,painted guards and abs(for a couple of years anyway)..dmax is pure isuzu now,where is it made?…ask mr salesman.(probably same place 4 now)
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September 16th, 2008 at 2:20 pm
Survey says, Thailand
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September 16th, 2008 at 5:25 pm
Pablo,
do you realise that Isuzu is already highly respected in the light truck game in OZ??
this isnt the first Isuzu branded product to be offered in OZ.
it will however be interesting to see how its acceptance goes.
its not like isuzu need to shatter sales records with it anyway. all it costs them is a different grill. doesnt take long to pay back the designers for that
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September 16th, 2008 at 9:21 pm
What ever said and done this truck is going to steal sales from Holden Colorado. The factory in Thailand is an Isuzu factory. Since Isuzu has been building Utes fro Holden for a while I wouldn’t expect any changes in the build quality. Isuzu has got an SUV derived from the Rodeo/DMax, doesn’t look as appealing as Prado or Pajero.
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September 16th, 2008 at 9:47 pm
D Struct: I suspect D Max was a misprint….
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September 17th, 2008 at 3:26 pm
Isuzu may not need to shatter sales records, but it costs a fortune to provide sales, service, and parts - staff, building space, and inventory are required. They’ll be very lucky to break even.
As for Kenn’s comment that it doesn’t look as appealing as Prado or Pajero, well that wins the prize for the stupidist comment for a while. Maybe Kenn can work out why all by himself?
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September 18th, 2008 at 10:52 am
Reckless1, I think Kenn was talking about the SUV derivative, not the Ute that will go on sale initially.
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September 22nd, 2008 at 12:22 am
I honestly cannot believe the comments here and also the article itself. There was no ‘feud’. Holden had a contract and Isuzu owned the name. Isuzu didn’t want to sell it so Holden has re-badged the Chevy version of the Colorado. As for people saying how the Colorado will be compared to the Rodeo, well they are the SAME car. They have a couple of styling differences just like the Ford Ranger and Mazda BT-50 twins. But basically its the same car and there is no confusion as the article states, it seems clear-cut to me.
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October 8th, 2008 at 4:11 pm
All I can sat is TATA will now have some competition!
What a waste of time.
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October 9th, 2008 at 9:34 pm
The only thing that ruined the Rodeo name was Holden sold it. The new D-Max will certainly shape up the market, and colarado will keep going the same route as holden had with the rodeo in the last 2 years - down hill with sales when the market share of LCV is at 18% and has increased 4% over the last 6 years. Fail for holden. Isuzu, now lets looks at their Trucks - When was the last time they didn’t sell the most truck in a year against it competitors ??
A very long time ago. People who know how good an Isuzu truck is, will know how good the new D-Max will be.
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October 13th, 2008 at 9:57 pm
First,I agree with “Adam”
Second,Isuzu is one of the world’s largest manufacturer of medium to heavy duty trucks. From Asia, Africa,Europe,Australia to the U.S.
Isuzu has a reputation for producing a long lasting product as it has become one of the preferred diesels to use. Regardless of the Isuzu/Holden split, Im happy to see that Isuzu is going to make an attempt of selling an excellent product to the Australian market. Also regardless of teathing problems Isuzu “MAY” have in their sales,the world reputation Isuzu holds speaks for itself. Time will tell…
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November 10th, 2008 at 11:50 am
I have been a Rodeo owner for 18 yrs and I am on my second one. Purchased them because it was Isuzu built and never regreted either one this one coverted to gas (725klm/125lt) and never missed a beat.
Next one will be the D-Max
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