UK / Japan – As a consequence of Isuzu Truck (UK) Ltd based in Hatfield, Hertfordshire, (a wholly owned subsidiary of the Japanese parent, Isuzu Motors Ltd of Yokohama City, Kanagawa Prefecture since 2013) having secured the top spot in the 7.5 tonne UK market for the first time in 2023, T&BB decided to delve into the reasons for this sales success story by interviewing the top management of Stuart Beeton, Head of Sales & Marketing and Peter Murphy, Managing Director of Isuzu Truck UK. Both were in pretty buoyant moods during the interview last month announcing further plans for market development and increasing market share, whilst also announcing the introduction of electric truck models in 2025.

7.5-tonne UK market pie chart displaying various OEMs market share

Murphy explained that Isuzu Truck UK is responsible for England, Scotland and Wales, but not Northern Ireland or Eire, as this falls under the Harris Group. Isuzu Truck UK is the market leader in the 7.5-tonne UK market, securing 34.79% of the UK market in 2023, up from a 28.32% share in 2022. The overall size of that market is about 3,000 units per year, Murphy continued, quite a niche segment, for a core customer base that suits certain applications in terms of footprint, payload, durability and size. The vehicle, according to Murphy, has remained viable due to its reliability and usable payload, despite recent legislative requirements adding weight to all vehicles in this GVW category.

Isuzu Truck 7.5 tonne Curtainside

Across its 3.5 – 13.5 tonne vehicle range, the company registered more vehicles in 2023 than at any time in its 28-year history. Beeton confirmed a strong order book going into 2024, and the key to this is customer support, maintaining a close-knit relationship with its clientele to commercially adapt to the needs of the clients and the market as a whole. Ultimately, the business needs to cultivate synergy between the suppliers, dealers and customers which leads, and has led, to long-term relationships/contracts with major operators across the UK.

UK Product range, Brexit and supply chain alterations

Before Brexit, the Isuzu Truck vehicles that were imported into the UK were assembled just outside of Verona, Italy. However, faced with the prospect of EU tariffs, the vehicles now come directly from the Fujisawa plant in Japan. This change occurred in the summer of 2021, with the products built in complete form in Japan and shipped directly to the UK, removing the Italian assembling connection, and creating comparatively shorter lead times which has attracted new customers.

Interestingly, back in 2008, the company launched a new model range, which included the launch of an 18-tonne Euro IV truck model. However, once the UK industry moved to Euro V, Isuzu Truck UK decided to discontinue the 18-tonne product due to its specification. The 18-tonne market today in the UK is significant with 5,500 sold in 2023; thus, the company is now reviewing possible re-entry into the segment and is in discussion with the head office in Japan requesting an opportunity to bring 18-tonners into the UK, once more! Watch this space.

Isuzu Truck UK product range

Electrification journey

Isuzu is accelerating the introduction of commercial EVs in world markets. After signing a long-term battery supply deal with LG Energy Solution Ltd (LGES) to source batteries, Isuzu has launched a battery-powered version of its N-series light-duty truck, which covers the 4.0-tonne to 8-tonne GVW categories, and has been upgraded in six main areas namely: design, ‘hospitality’, economy, safety, connectivity and model line-up.

While Isuzu Truck UK currently does not offer any electric vehicles as of yet, Murphy told us that the wheels are in motion to import the first Isuzu electric trucks (3.5 and 7.5-tonne gvws) into the UK in 2025. Regarding the market in the UK for electric trucks, Murphy said customers appeared to be approaching the electric truck option, at best cautiously. He said there was a reticence within the customer base to procure EVs for several common reasons linked to the real shortage of a working Commercial Vehicle friendly charging infrastructure, especially for the smaller operator, which does not have access to large capital sums to invest in their own charging infrastructure. Consequently, they are reliant on public infrastructure that currently, is often unavailable and not practical for larger vehicles. The number of commercial EVs in the UK today reveals this market hesitancy: For instance, the  UK Emissions Trading Scheme (UK ETS) is targeting a 10% share of all new 3.5-tonners registered this year in the UK to be electric, but currently the percentage of registered EVs is sitting at circa 3%, stated Murphy.

Aftermarket – A full dedicated programme

Isuzu Truck UK knows that to achieve market leadership and even more so, to remain the leader in the UK at 7.5-tonne gvw, a comprehensive aftermarket network is key to Isuzu Truck UK’s success. Isuzu Truck UK today has more than 60 dealer locations operated by multiple dealer groups throughout England, Wales and Scotland. Murphy said that Isuzu’s network is constantly making investments, such as upgrading showrooms and workshops, upgrading IT infrastructure and implementing technician training programmes to better serve UK customers and maintain the company’s growth trajectory. Beeton added that all new vehicles come with the Customer CARE programme, which includes a dedicated “customer liaison executive” who is the point of contact throughout the vehicle’s warranty.

For spare parts, Isuzu Truck UK works with fellow Group Company Isuzu Europe who have a European parts warehouse in Antwerp, Belgium. These parts are ordered from Japan, shipped to Antwerp and then to TVS Supply Chain Solutions (an independent 3^rd Party logistics company) warehouse in Chorley, Lancashire and then finally distributed to the servicing centres across the UK. Isuzu Truck UK’s relationship with TVS goes back 28 years, with both companies recently signing a new five-year contract, maturing in 2029.

Servicing the new electric Isuzu Truck range

Future investments in servicing centres and training programmes for engineers to service the incoming electric fleets are being made, including equipping these facilities with appropriate workshop bays and the necessary EV charging infrastructure, ensuring vehicles can remain charged during any downtime, servicing or maintenance. Plans to upgrade servicing stations into official electric truck centres will require new specialists in battery electric, vehicle charging, truck parts, servicing, repair and aftersales support to help customers transition to zero-emissions.

The sales staff will need to be trained to highlight to customers the performance, range, TCO and environmental benefits of the Isuzu Truck electric range. Furthermore, these centres will require the necessary DVSA authorisation to become approved tachograph centres that provide MoT preparation, testing and certification services.

In terms of on-road vehicle maintenance, further investments are being made into technician training programmes with staff needing an IMI Level 1 certification to provide roadside support for electric trucks whilst workshop-based staff usually are trained to IMI Level 3.

Body builder partnerships

Isuzu has aligned with three UK body partners to produce “driveaway solutions” primarily on 3.5-tonne (tippers and dropsides) and 7.5-tonne (box and curtainsides) to support the mainstream body types that Isuzu Truck UK sells, namely: tippers, dropsides and curtainsides vehicles. These partners include TGS Automotive Group in Bristol (3.5-tonne), Brit-Tipp Ltd in Warrington (3.5-tonne and 7.5-tonne dropsides and tippers) and JC Payne Ltd in Aldrige (on box and curtainside dry freight bodies). All full-bodied vehicles come with a three-year unlimited mileage warranty on the entire vehicle including the bodywork. The concept is that the product is ready to drive straight off the dealership forecourt. However, this has been challenging of late, due to the delayed body-building lead times the market has experienced over the last 18 months. This is a hangover of the global supply chain crisis caused by the pandemic, according to Murphy.

N75 Tipper

Future events

The company is continually looking to expand its business and plans to take advantage of growth in multiple business segments and parts of the United Kingdom. Murphy confirmed that to achieve this, Isuzu Truck UK is making a concerted effort to increase its presence throughout the UK by increasing support levels to Dealer sales teams and service managers, across all regions, resulting in greater engagement with potential customers and operators across all market segments. Isuzu Truck UK also plans to have a large presence at this year’s Road Transport Expo (2024) taking place from 4 – 6 June at the NAEC, Stoneleigh, Warwickshire, UK.

Isuzu Truck UK RTX 2023 stand