The Isuzu D-Max also rose to reclaim second place in the pickup segment in the last 12 months.
While the broader market continued to feel the effects of Malaysia’s revised diesel pricing policy introduced in 2024, Isuzu’s sales nevertheless surprisingly held steady against the tide. The commercial vehicle sector contracted by 11.4% last year and the pick-up truck segment declined by 7.3%, yet the Japanese automaker managed to buck the downward trend and reinforce its position across both categories.
In the commercial vehicle space, Isuzu Trucks recorded its strongest result to date, achieving a record market share of 56.1% with total registrations of 6,880 units over the last 12 months. This represents a substantial increase from the previous high of 47.1% set in 2023, underscoring the brand’s continued dominance and strong customer confidence despite challenging market conditions.
The Isuzu Elf continued its remarkable run as Malaysia’s most popular light-duty truck for the 16th consecutive year. A total of 6,362 units were registered in 2025, giving it a commanding 92.5% share of the segment, driven by its impressive payload capabilities combined with compact and manoeuvrable dimensions.
On the heavier duty side of things meanwhile, the medium-duty Isuzu Forward retained its crown as the country’s best-selling truck in its class, with 494 units sold. Its versatility, equally adept at handling urban distribution work and long-distance highway operations, continues to resonate strongly with fleet operators nationwide.
And finally turning over in the light commercial space, the D-Max continued to build momentum with a healthy 15% market share. That result pushed the Isuzu pick-up into an overall No.2 position nationwide, putting it ahead of the recently launched Mitsubishi Triton and just behind the ever-popular Toyota Hilux.
Chief Executive Officer of Isuzu Malaysia, Tomoyuki Yamaguchi, attributed the company’s performance to its ability to consistently meet customer expectations.
“As a global leader in the mobility industry, Isuzu understands the needs and requirements of our customers intimately. Our established strength in delivering a product portfolio that fully satisfies customer demands remains a key factor behind Isuzu’s continued popularity in Malaysia,” he said.
Yamaguchi also highlighted the importance of the company’s dealer network and after-sales support, noting that a well-positioned dealership footprint and a robust after-sales backbone have allowed Isuzu to respond quickly to changing customer needs while keeping vehicles on the road with minimal downtime.
Looking ahead, Isuzu Malaysia will place greater emphasis on enhancing the ownership experience, particularly in after-sales. “Following a 12% increase in after-sales intake last year, we aim to further improve service quality, turnaround times and parts availability to deliver more seamless maintenance experiences for our customers,” Yamaguchi added.
