Isuzu goes big, promotes the concept of “Isuzu Trusted Buddy” to reinforce brand value, standing by customers, standing alongside Thai society

The Thai automobile market has drastically been contracted for 2 consecutive years, resulting mainly from the strictness in automotive loan approval of finance companies due to the increase of non-performing loans (NPLs) and high household debt. Moreover, there have been many new players in the market. Amidst such situations, Isuzu, the leader in the Thai automobile market in terms of products, after-sales service, and marketing strategies that capture the hearts of customers for almost 7 decades, aims to maintain its customer base firmly by driving the business under the main concept of “Isuzu Trusted Buddy”, so as to be a trusted brand that Thai customers can always trust in every step, from before buying a vehicle, during the use of the vehicle, to changing vehicle, or buying again. The goal is to create happiness for Thai people and enhance awareness of the value of the Isuzu brand to the Thai economy and society which has grown continuously and is ready to stand side by side sustainably with Thailand in the future.

Tri Petch Group, by Mr. Takashi Hata, President of Tri Petch Isuzu Sales Co., Ltd., revealed that ““Isuzu Trusted Buddy” is aim the at creating a clear difference between Isuzu and other brands with the concept of elevating the Isuzu brand to not only be a brand that Thai customers trust, but also a brand with high value for Thai society. Starting with high-quality products with Japanese-style confidence and reliability, designed to be truly suitable for Thai people’s use, that is, fuel-efficient, durable, best value for money, including elevating relationships with customers to be stronger through the largest and best distribution and service network in the country. This year, there will be a new level of customer service or Isuzu Operation Standard (IOS) 4.0 after successfully implementing 3 projects: IOS1.0, Hearty Smile, and Omotenashi. This will create high operation standards in both sales and after-sales service to ensure customer happiness and trust in the Isuzu brand throughout the usage. In addition, we will emphasize the brand value to Thai society that we have always adhered to as a guideline for our business operations, namely, the transfer of knowledge, technology, promotion of Thai businesses, employment, which helped the Thai economy and industry grow together for almost 70 years.”

The marketing campaign “Isuzu Trusted Buddy” will begin communicating through the use of music marketing with a song and a music video “Isuzu Khu Thai”, which is composed by Mr. Boy Trai, one of Thailand’s famous songwriters, and sung by Mr. Nop Porchamani, a warm-hearted artist, owner of many love songs, and Ms. Maprang - Alisa Kunkwaeng, a female star who is also a road racing driver. You can watch the music video at https://youtu.be/Vh6zSFoplC8 and share your bonding experience with Isuzu in the activity “Good Memories with Isuzu” with the hashtag #IsuzuTrustedStory in my-CIRCLE application and Facebook: All-New ISUZU D-Max, All-New ISUZU MU-X and ISUZU Trucks Thailand.

Isuzu has started the business in Thailand since 1957, and established a manufacturing plant in1963. In 2002, Isuzu relocated the pickup production base from Japan to Thailand in order to export to the global market. Up until now, Isuzu has produced more than 6 million vehicles in Thailand, with more than 3 million exported to more than 100 countries worldwide. The production of Isuzu pickups uses more than 90% of local contents in Thailand produced in Thailand, making them truly Thai-made vehicles. With the government's supportive policies, pickups have become Thailand's Product Champion. In addition to generating significant income for the country, it also makes Thailand have a strong global automotive parts supply chain with over 2,500 auto parts manufacturers and over 850,000 employees in the industry

Isuzu will gradually introduce good activities under the concept of “Isuzu Trusted Buddy” for customers and Thai society throughout the year. Those who are interested can follow more Isuzu news at www.isuzu-tis.com or LINE: @isuzuthai

or the Isuzu booth at “Bangkok International Motor Show 2025” at Challenger Hall, IMPACT Muang Thong Thani from March 26 - April 6, 2025.