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.
“The Colorado 7 is only available in two model variants, whereas the Isuzu MU-X is available in seven variations, if you include the 4×2 versions,” Takeuchi said. “We also have three different trim levels for the MU-X, while the Colorado has two.” (Full pricing and specifications here.)
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 4×2 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).
By comparison, the entry-level 4×4 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.