Running the ‘Mad D-Max’ at Laoag Sand Dunes
“Bakit kapag buwis buhay, kami ang na-iimbitahan (Why is it when the coverage is dangerous, we’re the ones who get invited)?”
My question, thrown half in jest, was directed to our hosts for the next two days in this northern Luzon sortie. Of course, Isuzu Philippines Corp’s sales division head Robert Carlos and IPC’s assistant department head for marketing Kristine Yvonne Linchangco merely laughed this off. They didn’t want to spill all the beans just yet.
But I should have known beforehand that IPC would be the “usual suspect” in this “buwis buhay” challenge. Those of us who were old enough to be earning our keep during the turn of the millennium were well aware that this Japanese maker of exceedingly tough trucks, pickups, and SUVs also designed their media ride-and-drives the same way they made their vehicles. And that makes a lot of sense: If you’re going to test our vehicles to its limits, we’ll be testing you to your limits, too.
Even the relatively new faces in the motoring beat were well aware of this. Brando Rosales of Auto Industriya said he was in awe that IPC let our group “abuse” their trucks.
I have the stories, etched with a mix of blood and adrenaline, of the times I joined IPC media ride-and-drives through nearly three decades. There was this off-road challenge to Kalinga province highlighted by an “out-of-body experience” whitewater rafting on an angry Chico River (I believe the current was at a Level 4). Then there was an off-road drive up to the edge of the Pinatubo crater, at a time when the lahar looked menacingly thick and unpredictable. We really needed to maintain laser-focused on negotiating our Isuzu 4×4 pickups on these slippery and shifty mudflows.
The Isuzu D-MAX 4×4 media challenge in Laoag Sand Dunes was just the latest in this long-running tradition. Only that I, as well as my teammates Anjo Perez and Aries Espinosa are now so many years older, with the wear and tear of hundreds of thousands of kilometers in our biological odometers.
So, here was our team, old by today’s Gen-Z standards, pitted against three other teams composed mostly of younger members of the motoring multi-media (with the exception of Ron de los Reyes, who already deserves a coffee table book of his lifetime exploits). We were not briefed beforehand on what our challenges were for the duration of the event from Nov. 18 to 20. But when the challenges were finally revealed, and it was to be a la “Amazing Race,” complete with our own cameraman documenting our every move in and out of the pickup, my joints did an imaginary but painful somersault.
“I’m too old for this,” I thought.
But before I knew it, I was frantically in the middle of the first task, counting small images of the D-MAX in a painting. My teammates were anxiously waiting outside. If I didn’t guess the correct number, we wouldn’t be able to run to our next task.
I won’t be going into the details of all the challenges we went through. Suffice to say, they tested our driving skills (for Anjo), navigational awareness (for Aries), and my market-buying and tawaran (haggling) acumen. Oh, and the running. The footrace was a shock to our system, our tongues felt like they were scraping the ground by the time we reached our vehicles.
I thought all the while we’d be taking things easy here—enjoying the plant-based dishes the Sarsa catering team of Overland Kings prepared for me, singing our hearts out in the videoke sessions, getting pampered left and right as a belated reward for my retirement…but no, the IPC team had to awaken the long dormant beast mode in me.
On Day 1 of the challenge, I drove the 4×4 D-MAX myself on a 1.2-km course running on the sand dunes. My first run felt like a walk in the park, because I was the slowest, clocking in at 3 minutes flat. Beast mode on, my second run was much faster, at 1:47, one of the fastest times of the day. Those dunes put up a fight: Steep inclines, soft sand patches, and sharp slopes made it feel like we were surfing on quicksand and riding a roller coaster combined. But not once did the D-MAX feel unstable nor incapable of overcoming those challenges.
Day 2 was where the bulk of the “Amazing Race” type of challenges were held. I think we aged a year at the end of the day. But I would really have to commend Anjo’s experience and skill as an offroad rally driver for getting us through the final challenge: a tricky and technical 5-kilometer sand dune course with 21 posts we were required to pass through.
And unlike our aging bodies, the D-MAX seems to just get better at what it does best over time. Its off-road capability, rugged engineering, and safety and comfort features are consistently improving, making the D-MAX one of the most trusted pickup trucks on and off the road by rally drivers, business owners and overseas Filipinos.
I didn’t get to truly enjoy the marvelous cultural and historical landmarks of Ilocos Norte. Things literally went by in a blur, like a bullet train. But I did promise myself that I would go back to this province again soon and really take my time taking in the sights.
For the D-MAX, it’s just another day at the office. IPC executive vice president Yasuhiko Oyama said: “The Isuzu D-MAX simply won’t back down from any challenge. This drive demonstrates how the D-MAX’s exceptional engineering and robust design allow it to take on the toughest terrains with confidence. Whether it’s a long highway stretch or the unpredictable dunes of Laoag, the D-MAX proves that you can always drive with peace of mind, no matter what lies ahead.
“This kind of terrain is no match for the Isuzu D-MAX. When paired with skilled driving, the combination of power, precision, and technology makes every obstacle feel like a breeze. It’s the kind of performance that gives confidence to every driver, no matter the terrain,” Oyama added.
D-MAX rebranding
IPC is undertaking a D-MAX rebranding campaign in the Philippines—an effort to broaden the D-MAX’s appeal among younger and lifestyle-oriented customers. Through this initiative, IPC aims to showcase the D-MAX not just as a dependable workhorse, but as a versatile lifestyle vehicle built for people who seek adventure, travel, and freedom on and off the road.
At the heart of the Isuzu D-MAX is the 4JJ3-TCX 3.0-liter Blue Power diesel engine, producing 190 PS and 450 Nm of torque—providing exceptional pulling power and immediate throttle response even under heavy load or deep sand conditions. Its high-pressure common-rail fuel injection system ensures optimal combustion and fuel efficiency, making it as economical as it is powerful.
Complementing the engine’s muscle is the 6-speed automatic transmission with sequential shift that allows smooth gear changes and better control across varying conditions. The Terrain Command Dial, conveniently located on the center console, enables the driver to easily switch between 2H (2-wheel drive high), 4H (4-wheel drive high), and 4L (4-wheel drive low) modes on the fly, perfect for transitioning from city drives to challenging off-road paths like sand dunes or rocky trails.
In extreme terrain, the D-MAX’s rear differential lock (Diff Lock) further enhances traction by ensuring both rear wheels rotate at the same speed, allowing the vehicle to power through loose surfaces such as sand or mud without getting stuck. The rough terrain mode, meanwhile, automatically adjusts throttle response and braking force to optimize grip and stability, giving the driver added control even in unpredictable ground conditions.
Beyond power and toughness, the Isuzu D-MAX stands out for its comprehensive suite of intelligent safety and driver-assist features. The Advanced Driver Assist System (ADAS) utilizes a state-of-the-art two-eye stereo camera system to provide a range of safety functions, including adaptive cruise control, autonomous emergency braking, forward collision warning, lane departure warning, and turn assist.
Want to see how we, and the other teams did it? Watch out for the video features coming out very soon at Isuzu Philippines Facebook page.
