Isuzu Ireland, distributor for the popular Isuzu D-Max pickup range, has reported exceptional 2025 performance with D-Max registrations surging 41% year-on-year, supported by strategic dealer network expansion that has transformed regional accessibility across Ireland. Isuzu’s D-Max pickup secured fourth place in the Irish pickup market with a 10.5% segment share, reflecting strong demand from agricultural, construction and rural business operators seeking high-payload, high-torque solutions with proven reliability and competitive total cost of ownership.
The brand’s rapid growth has been underpinned by ambitious network expansion, with five strategic dealer appointments in 2025 bringing the total Isuzu Ireland network to 25 locations nationwide. Key additions include Dan Seaman Motors (Cork), Hugo Loonam Motors (Offaly), J Kelly Motors (Wicklow), Cabra Cars (Cavan) and Barlo Motor Group (Kilkenny), significantly enhancing regional sales, service and parts coverage.
Product development will also drive 2026 growth, with new D-Max variants scheduled for launch later in the year.
The expanded network provides customers with improved local access for the D-Max range, including high-torque 1.9TD diesel models with 3,500kg braked towing capacity, alongside premium specifications catering to both commercial and lifestyle pickup requirements. Building on 2025’s momentum, Isuzu Ireland is planning further dealer network expansion in 2026 to further strengthen coverage in key regions, ensuring comprehensive nationwide support for the growing D-Max customer base. Product development will also drive 2026 growth, with new D-Max variants scheduled for launch later in the year. These additions will broaden the range appeal and address specific customer requirements across agricultural, trade and lifestyle sectors.
Karl Haughton, Managing Director for Isuzu in Ireland, “Achieving 41% growth and fourth place in the pickup market represents outstanding progress for Isuzu in Ireland.”
A standout 2025 product milestone was the Ireland debut of the Isuzu D-Max ‘Arctic Trucks’ AT35, a flagship off-road pickup blending the D-Max’s 190PS engine with Arctic Trucks’ 35-inch tyres, 285mm ground clearance and reinforced chassis for extreme terrain – ideal for forestry, utilities and specialist contractors requiring superior approach-and-departure angles and wading depth.
Karl Haughton, Managing Director for Isuzu in Ireland, said, “Achieving 41% growth and fourth place in the pickup market represents outstanding progress for Isuzu in Ireland. These results validate our strategy of combining proven product capability with comprehensive dealer network coverage and exceptional aftersales support. Adding five new dealers in 2025 was transformative, giving customers from Cork to Cavan genuine local access to D-Max sales and service. We’re not stopping there – further network expansion in 2026 will strengthen our regional presence even more. New D-Max variants arriving later in 2026,” he said, “will broaden our appeal and address specific customer requirements we’re hearing from the market. Combined with our growing dealer footprint and commitment to uptime through technician training and parts availability, Isuzu is positioned for sustained growth.”
