MANILA: For the first time, an automotive company has successfully launched a pick-up truck model exclusively on TikTok. The truck in question is the Isuzu D-Max V-Cross Steel Edition, introduced by the Japanese truck specialist for the United Kingdom (UK).

The D-Max Steel Edition is a limited edition model with a production run of just 300 units. Based on the UK-spec V-Cross, this special variant of the D-Max gets unique Steel Edition branding, particularly on its LED scuff plates, tailgate, puddle lamps, seat headrests, and carpet mat set. The side of the truck gets more Steel branding courtesy of sharp-looking decals. 

Further setting this special edition Isuzu truck apart is its exclusive paint job, aptly named “Steel Grey Mica.” This distinct color is tastefully applied to the truck’s roof rails, rear arch extensions, fender flares, power-folding side mirrors, and tailgate dampers, adding a touch of robustness to its design. 

As standard, the D-Max Steel Edition primarily comes with the same bits as the UK-spec V-Cross trim. Regarding amenities and features, it is the UK equivalent of the Philippine-spec D-Max LS-E. But unlike the LS-E, which uses Isuzu’s 3.0-liter 4JJ3-TCX, the V-Cross and Steel Edition versions of the D-Max get an up-tuned version of the 1.9-liter RZ4E, making 161 horsepower and 360 Newton Meters of torque. The Steel Edition’s four-banger can go with a six-speed manual or automatic gearbox. 

As indicated by Isuzu UK, the D-Max Steel Edition saw its initial unveiling at the 2024 Commercial Vehicle Show in Birmingham—a traditional brick-and-mortar event. However, as mentioned above, the Japanese brand followed the unveiling event with an exclusive launch on the social media site TikTok. 

Currently, clips for the D-Max Steel Edition have already garnered a combined total of 235,000 views. Isuzu UK likewise saw a 123 percent uptick in followers due to the Steel Edition launch event. 

The Japanese automotive company considers the D-Max Steel Edition Tiktok launch to be one of the premier examples of its innovation focus, which includes vehicle development as well as marketing and promotion. 

Photos from Isuzu

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