In 2025, Isuzu has entered the Chinese market for 40 years. As Isuzu’s largest vehicle enterprise in China, Jiangxi Isuzu grandly held the “Isuzu’s 40th Anniversary in China and Jiangxi Isuzu Brand Carnival” on the special day of the 510 Brand Day. Media friends, vehicle owner representatives, and dealer partners from all over the country gathered in the beautiful Yiyang, Shangrao, Jiangxi. Together with online audiences, they reviewed the glorious 40-year journey of Isuzu’s mutual development with the Chinese market. Through links such as brand awakening, vehicle owner testimonials, the vehicle owner co-creation bazaar, and the user ecosystem of the “Big D Alliance”, it deepens the emotional bond between the brand and users, demonstrating Jiangxi Isuzu’s determination to continuously create value for users.
Working Together for Forty Years, the Rise of Chinese Light Commercial Vehicles and the Precipitation of User Trust
When Isuzu first entered China, the national highway network was not yet complete, and transportation mainly relied on trucks. For many entrepreneurs, their first vehicle was an Isuzu light truck. At that time, the “ISUZU” logo could be seen everywhere. It accompanied China’s development, jointly explored the “light commercial vehicle” market, and grew together with the Chinese economy.
Over the past 40 years, Isuzu has not only promoted the formulation of industry standards with technological innovation but also witnessed the upgrade and transformation of Chinese light commercial vehicles from simply “being able to carry goods” to “intelligent and scenario-based”. From the 493 economical and durable engine king, the RZ4E high-efficiency and comfortable engine king comparable to hybrid performance, to the all-domain performance engine king of the 4JJ series that can do everything, from the precision chassis to the optimization of full-life cycle economy, Isuzu has always won widespread trust from users with the attitude of “quality verified by time”. This is exactly the fundamental vehicle manufacturing concept condensed by Jiangxi Isuzu: “Toughness that transcends time – ISUZU”. Through time, regardless of how many years have passed and how many roads have been traveled, it always maintains stable performance and reliable quality. Toughness means being fearless of various extreme environments and complex working conditions, and being able to give truly “reliable and practical” answers with strong power, a sturdy chassis, and exquisite craftsmanship. Just as an old vehicle owner said: “Isuzu doesn’t rely on fancy terms. It relies on the real ability to carry a full load, navigate rough roads, and not fail at crucial moments.” This has resonated widely among vehicle owners.
Huang Yong, Deputy General Manager of Jiangxi Isuzu Automobile Sales and Service Co., Ltd., emotionally reviewed in his speech: “Over the past 40 years, from construction sites to county highways, from logistics transportation to family travel, the genes of reliability and durability of Isuzu have been deeply engraved in the hearts of users. It is not only the first vehicle for countless entrepreneurs to start their businesses but also the only choice for many users to purchase for the first time, repurchase, and purchase again. It can be said that without ISUZU, there would be no Chinese light commercial vehicles. Isuzu is the breaker of the Chinese light truck category and the opener of the Chinese pickup category.”
Taking Technology as the Foundation and Users as the Center, Creating an Emotional Bond of “Trustworthiness”
The Jiangxi Isuzu Brand Carnival brings many tangible benefits to users through three major sections: the release of the technical strategy, the sharing of vehicle owner stories, and the launch of the Big D Alliance, comprehensively strengthening the emotional bond with users.
To provide users with a better vehicle usage experience, Jiangxi Isuzu released a new technical strategy plan, consolidating product strength from dimensions such as power, chassis, handling, and precision manufacturing. The new D-series engine comprehensively upgrades its technology around the three major indicators that users are most concerned about: usage cost, sturdiness and durability, and heavy-duty climbing. It once again sets a new benchmark for high efficiency and durability. The new J-series engine explores the performance limit, achieving peak starting power. It will become the only power system in the industry where the diesel pickup can accelerate from 0 to 100 km/h within 10 seconds. With stronger power, ultra-low fuel consumption, and excellent cruising range, it creates a new benchmark for diesel power performance within 500,000 yuan.
The third-generation Handun chassis of Isuzu + the fortress-style body, with the industry-leading two-longitudinal and ten-transverse structural design. The bodies used in the Lingtuo and D-MAX have become the first pickup products in the world to obtain the five-star ANCAP collision certification in Australia after 2020. The body used in the Ruimai has also become the only pickup product within 100,000 yuan to obtain a four-star ANCAP collision certification. The industry’s unique three-stage three-level stiffness spring, with advanced anti-bump technology, truly achieves the hardcore load-bearing of commercial pickups and the comfortable driving experience of passenger vehicles. The strict IM global manufacturing management system ensures a unified production standard for Isuzu globally, and every Jiangxi Isuzu vehicle can withstand the challenges of various environments.
Drawing inspiration from the mortise and tenon structure, the box connection design that replaces points with surfaces ensures that connections of different materials, in different positions, and in different ways are sturdy and reliable. The industry-leading secondary galvanizing technology ensures that the vehicle still has strong anti-corrosion and anti-rust capabilities even when exposed to harsh environments for a long time. The Isuzu D-MAX’s anti-stone impact coating is as thick as 500 microns, the thickest in the industry. When facing rugged unpaved roads, the vehicle can truly ensure that “the vehicle is not damaged on bad roads”.
Jiangxi Isuzu’s continuous innovation in technology gives each product super power, a super chassis, and super craftsmanship. Whether in life, work, or self-driving adventures, users have great trust in Jiangxi Isuzu products and see them as reliable partners. Shao Haifeng, a self-driving travel adventurer and a Jiangxi Isuzu vehicle owner, came to the scene and shared his story with Jiangxi Isuzu: “Jiangxi Isuzu vehicles have great modification potential. I drove the modified Lingtuo to complete a self-driving adventure in the Far East of Russia. During the journey, the vehicle engine was fearless of extremely cold conditions. Even in a rollover accident, I was unharmed and successfully completed the journey and drove back to China. Now I plan to drive another modified D-MAX to start a new polar journey.”
Deepening User Interests, Transforming Trust into Tangible Gains
To deepen the connection with users, Jiangxi Isuzu officially launched a new user platform, the Big D Alliance. It is not only a social platform but also a passionate and dynamic community, enabling every vehicle owner to receive support and resonance during their exploration of beautiful journeys. The alliance will customize several challenging crossing routes for members of the Big D Alliance, leading vehicle owners to travel all over the country, experiencing the collision and integration of different regional cultures, feeling the infinite charm and severe challenges of nature, and allowing users to experience the real outdoor fun. Currently, the Big D Alliance has taken the lead in establishing car clubs in Henan, Hubei, and other places. More car clubs will be established across the country in the future. We look forward to jointly embarking on a new journey of the Isuzu Big D Alliance with Jiangxi Isuzu vehicle owners!
In addition, the “Big D Alliance” brings multiple exclusive privileges that exceed expectations to the “Ling Family” (users of Isuzu vehicles), covering various aspects such as vehicle purchase, vehicle use, and vehicle modification, enabling more vehicle owners to connect with each other and empower one another.
The Vehicle Owner Co-creation Life Bazaar, Immersively Experiencing the Beautiful Outdoor Life
The versatile functions of the pickup truck bed expand the infinite possibilities in various scenarios. In the life bazaar co-created by Jiangxi Isuzu and vehicle owners, it not only showcases historical Isuzu models such as the NKR552 light truck, TFR16 pickup truck, the first-generation Tupufu, the second-generation Tupufu, and the Black King Kong but also creative models such as the D-MAX Timberwolf automatic four-wheel drive hard top-up off-road camping vehicle, the Conquer Falcon D-MAX V-CROSS pickup truck with a back camel camping box, the new-generation Lingtuo camping version, and the D-MAX V-CROSS long-distance crossing version. It creates an immersive full-scenario experience of camping and off-roading, presenting a surprising Jiangxi Isuzu brand carnival.
Over the past 40 years, Jiangxi Isuzu has been rooted in precision manufacturing technology and oriented towards user needs, precipitating trust over time. On the road ahead, this brand that has been alongside Chinese users for 40 years will continue to use “reliability and practicality” as its boat to sail towards a broader journey, providing users with higher-quality products and services and jointly creating a better future with users.
