KPL
(KPL) ISUZU, which has dominated Thailand, the largest pickup manufacturing hub in Southeast Asia, has an ambitious plan to increase its market share to 30% both in Laos and Cambodia over the years to come using success-proven marketing technique of Tri Petch Isuzu Sales, a partnership between Mitsubishi Corporation and Isuzu Motors (Japan).
Isuzu Factory in the Gateway City Industrial Estate, Chachoengsao, Thailand
B. Thao Phasavath
(KPL) ISUZU, which has dominated Thailand, the largest pickup manufacturing hub in Southeast Asia, has an ambitious plan to increase its market share to 30% both in Laos and Cambodia over the years to come using success-proven marketing technique of Tri Petch Isuzu Sales, a partnership between Mitsubishi Corporation and Isuzu Motors (Japan).
“In the second half of last year we applied marketing strategy and we could increase our pickup market share to 5 per cent in Laos and after this time onward our target would be placed higher as we want to achieve a 30-per cent market share in five years,” said Mr Akira Odagaki, General Manager in Charge of Laos and Cambodia Markets, Tri Petch Isuzu Sales.
“We will achieve this target through implementing marketing activities including driving test for Lao customers to ensure they experience best performance, excellent fuel efficiency of both pickup and SUV vehicles of Isuzu and once they have use them they will reveal the quality of our vehicles to other people,” said Odagaki.
ISUZU plans to conduct more marketing activities not only in Vientiane but also in other major provinces in Laos.
Though dominating Thai pickup market for several decades, Isuzu shares a smaller portion of Lao market than Toyota hilux models which currently seizes 80 per cent of pickup market in the country.
The management of Tri Petch Isuzu Sales have attributed the small market share held by Isuzu to the fact that Isuzu has just entered Lao market fewer years back while its biggest competitor Toyota has its local distributors authorised in Laos for decades.
Yet Tri Petch Isuzu Sales managers view Laos as a promising market for Isuzu brand, especially its D-Max models.
“Located among many countries, Laos stands in good location and the export from Thailand to Laos and to other enamouring countries can made at ease and Isuzu has many customers doing business with Lao counterparts and those in other neighbouring countries. Therefore, we are going to open a service centre in Savannakhet next month to provide service to Isuzu customers travelling to these countries,” said Odagaki.
“As for Toyota, either before or after penetrating Laos market, we had already known that Toyota is very strong in Laos, Thailand and in other parts of the world. As for us whether the competitor is tough we believe that Isuzu vehicles have superior performance and we believe that once customers try Isuzu vehicle they will recognise its excellent performance and then they will choose them. We will do our best to have them try driving our cars by themselves,” he added.
The management of the company also are optimistic that the development of many national basic infrastructure projects, either on going or planned, would result in increase in demand for pickup trucks among Lao people.
ISUZU on Monday grabbed 8 Car of the Year awards at Bangkok International Motor Show 2017 with Most Popular Pickup, Best Eco-Friendly Pickup, Best Fuel Economy Pickup under 2,500 c.c., and Best 2WD Pickup Under 2,500 c.c. awarded to Isuzu D-Max 1.9 Ddi Blue Power, Best 4WD Pickup under 3,200 c.c. won by Isuzu D-Max V-Cross Max 4x4, Best PPV Diesel 2WD under 2,500 c.c. grabbed by Isuzu MUX 1.9 Ddi Blue Power, Most Innovative Diesel Engine going to Isuzu 1.9 Ddi Blue Power, and Best CSR Project (CSR = Corporate Social Responsibility) given to ‘Isuzu Gives Water….for Life’ Project.
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