26 years straight: Isuzu remains PH’s top truck brand in 2025
Being a market leader for decades seems like an impossible dream for many brands, automotive or otherwise.
But for Isuzu Philippines Corporation (IPC), this is a feat that it has accomplished for 26 consecutive years following its 2025 sales performance. The Japanese automaker sold 4,794 trucks last year, which not only equates to a 4.4-percent increase from 2024, but also a commanding 42.2-percent market share.
“Maintaining our position as the country’s leading truck brand for 26 consecutive years and achieving another Triple Crown reflect the deep trust Filipino customers place in Isuzu,” said IPC president Mikio Tsukui.
“This trust is earned not only through product reliability, but through our commitment to providing a complete ownership experience before, during, and long after the sale,” he added.
Leader in all classes
IPC also secured the truck industry’s coveted “Triple Crown” by topping sales in Category III (light-duty), Category IV (medium-duty) and Category V (heavy-duty).
IPC said it sold 2,814 Category III trucks last year, securing a 41.5-percent market share – a key driver is the Isuzu N-Series, which the company said is widely used in logistics, retail distribution and construction. Besides its proven durability and fuel efficiency, the N-Series’ driver-focused ergonomics and optional Automated Manual Transmission helped sales.
Meanwhile, the Japanese automaker sold 1,647 Category IV trucks in 2025 to achieve a 44.6-percent market share. IPC said the Isuzu F-Series continues to be the preferred choice for expanding sectors like logistics, cold chain and industrial transport.
Finally, IPC led Category V sales last year with 333 units sold, which equates to a 37.5-percent market share. Demand in this segment was driven by the Isuzu S-Series and E-Series, which the company said are widely utilized in large-scale logistics and government-led infrastructure projects.
IPC added that its largest models feature robust chassis construction, high payload capacity and advanced safety technologies like Electronic Vehicle Stability Control and an enhanced Driver Coaching Instrument Cluster that it claims can help improve safety, fuel efficiency and driver performance.
In for the long haul
IPC has every intention of staying at the top of the local truck market with the help of Isuzu Advantage, which is a comprehensive aftersales system that is “designed to keep customers’ businesses moving efficiently and profitably.”
The company also said Isuzu Advantage is anchored on its nationwide dealer network, extensive parts availability and specialized services like Isuzu Mobile Medic that delivers on-site diagnostics and maintenance to minimize downtime. In addition, IPC’s expert truck engineers provide technical assistance, fleet consultation and support for specialized body applications.
Finally, the carmaker said it places strong emphasis on driver and mechanic training programs to improve safety and fuel efficiency, thus helping customers maximize vehicle uptime, extend vehicle life cycles and manage total cost of ownership.
For 2026, IPC said it plans to introduce more integrated business solutions by combining reliable products, digital tools, aftersales innovations and customer-centric services to further support the operational success of Filipino enterprises.
“We extend our sincere gratitude to our customers and partners for their continued trust,” said Tsukui. “As we move forward, Isuzu remains committed to delivering smarter, more efficient, and more sustainable business solutions – helping Filipino businesses grow today and into the future.”
