Lesser-equipped Isuzu MU-X models dearer than top-of-the-range

The saying “less is more” has just been given a new, more literal meaning in Isuzu showrooms across Australia.

Buyers of the all-new 2021 Isuzu MU-X are faced with an unusual dilemma after the company announced a drive-away deal on the top-of-the-range model – but did not offer the same discount on other models in the new Isuzu MU-X range.

It means the lesser-equipped Isuzu MU-X LS-T 4x2 is dearer than the 4x4 variant of the same model grade.

The same calculation applies to the middle-of-the-range Isuzu MU-X LSU 4x4, which is also dearer than the top-of-the-range which gains leather seats, larger alloy wheels, and other extra features (see price comparisons below).

According to Isuzu’s price list, both of these lesser model grades should be $6000 cheaper than the flagship Isuzu MU-X LST 4x4.

However, dealers are not able to simply take $6000 off the price of the lesser models because their invoice cost does not include the head office discount applied to the top-of-the-range vehicle.

It is unclear how customers should navigate the pricing anomaly, however while it may seem illogical to pay more for a vehicle with less equipment, Isuzu Ute Australia is not breaking any laws. Rather it appears to be testing the market to see how much customers are prepared to pay amid ongoing stock shortages across the industry.

Before the complete retail pricing had been published online, the head of sales for Isuzu Ute Australia, Ben Jaeger, told a media briefing: “We’re very mindful the vehicle has gone up in price, but we’re also quite confident that we’ve priced it very competitively against (rivals). The feedback from the (dealer) network and customers is very positive.”

A number of Isuzu dealers contacted by Drive said there were no drive-away deals on the rest of the MU-X range as this article was published and they repeated earlier claims that each example would “go out at full price”.