Isuzu was talking tough at the unveiling of the Isuzu MU-X SUV in Bangkok overnight, revealing that is has its sights set on doubling Holden Colorado 7 sales in its first year on the market.
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Isuzu Ute Australia managing director Yasu Takeuchi told CarAdvice he expects the D-Max ute-based seven-seater to surpass 3000 sales next year.

“The Colorado 7 is only available in two model variants, whereas the Isuzu MU-X is available in seven variations, if you include the 4x2 versions,” Takeuchi said. “We also have three different trim levels for the MU-X, while the Colorado has two.” (Full pricing and specifications here.)

Isuzu MU-X4

But the SUV's success is expected to stem from more than just its broader range, with aggressive driveaway pricing also rumoured to be on the cards in a strategy that will see the MU-X undercut key rivals from launch.

Despite publishing a price range for the seven variant line-up from $40,500 to $53,500, Takeuchi all but confirmed the entry-level 4x2 MU-X LS-M would kick-off with a driveaway price less than $40,000, while the range-topping LS-T would be priced below $50,000 (driveaway).

Isuzu MU-X7

By comparison, the entry-level 4x4 Colorado 7 LT with standard six-speed auto is priced from $46,990 before on-road costs and the top-spec LTZ from $50,490.

Isuzu also hopes the MU-X will find favour with fleet buyers in Australia, citing its combination of a ladder frame chassis, four-wheel independent suspension and low running costs as key credentials for the sector.

The MU-X will also target the mining industry with Isuzu to launch a special ‘Mining Edition’ later this year.

Isuzu MU-X3