Divyank Kushagra Bansal 
Isuzu UK took to social media for the launch of its D-Max STEEL Edition exclusively on TikTok. Based on the D-Max V-Cross, the limited-run STEEL Edition comes with bespoke accessories and a unique Steel Grey Mica colour. The accessory kit includes STEEL badging inside and outside the vehicle, LED scuff plates, puddle lamps, tailgate assist/dampener, wheel arch extensions, black accents, and a dark grey ‘ISUZU’ grille emblem. Isuzu plans to produce just 300 units of the special edition.
A week after its exclusive launch on TikTok, the STEEL edition managed to reach the screens of about 235,000 app users, with over 50% of the new audience over the age of 35 years. The social media platform also helped Isuzu achieve significant growth in terms of followers and profile views, with a recorded 76% and 123% increase, respectively.
Reflecting on the success of this approach, George Wallis, Head of Marketing at Isuzu UK said, “It has been fascinating to run the first exclusive launch of a pick-up in the world on this platform, and it typifies our emergence into the lifestyle market. This launch has demonstrated that there is already strong interest in STEEL, an extremely capable pick-up, with a high level of comfort and features, it is steely good value.”
The Isuzu D-Max STEEL Edition is available in two versions, with a six-speed manual or six-speed automatic gearbox. The four-cylinder turbo-diesel unit remains unchanged, pushing out 161bhp. The manual version is priced at £38,495 (On-Road), whereas the automatic version will cost £39,995 (On-Road).
