Isuzu increases focus on lifestyle pick-up segment, ropes in Jonty Rhodes as brand ambassador for V-Cross

With an eye on the burgeoning lifestyle pick-up truck market in India, Isuzu Motors has roped in ace fielder Jonty Rhodes to be the brand ambassador of their lifestyle and adventure pick-up offering in India, V-Cross.

In 2017, pick-up trucks recorded an annual sale of more than 2.5 lakh units. This number exceeds the sales figures for pick-up trucks coming out of one of the most developed pick-up truck markets, Australia.

“Research shows that the pick-up truck segment in India is more than 2.5 lakh, which is bigger than Australia, which is currently at 1.9 lakh. It is the fastest growing segment in the commercial vehicle industry. Within the Small Commercial Vehicles, there are different kinds of pick-ups, the sub-one-tons and now the 2.5 to 4.5 tons. The sub-one-ton came about 15 years ago with a definite purpose. India was a country where cities had narrow lanes and businesses are conducted in wholesale markets where bigger trucks could hardly enter. The sub one-ton pick-up trucks catered to these people but it wasn’t necessarily suited for longer trips. In the last 15 years, the cities have become wider. You need a sturdier vehicle to move around and reach on time. That’s where pick-ups have started growing. Way things are moving and cities are growing, the potential is enormous for the 2.5 to 4.5 tons pick-up trucks in the country,” said J Shankar Srinivas, VP Service, Customer Relations, Isuzu.

Keeping in mind the potential that this segment shows, Isuzu has launched a campaign featuring Rhodes and his family. Conceptualised by BBDO, the campaign has Rhodes representing the versatility of the vehicle.

“Jonty perfectly represents the brand’s values and his association encapsulates what we intend to do in this country. Jonty Rhodes, an internationally known sportsman, brings with him unique qualities that differentiated him as a ‘game-changer’ in the international cricket. He continues to be an active adventurer, surfer and a traveller, endorsing many aspirational traits of the growing Indian population. The V-Cross, lifestyle and adventure pick-up, has been a catalyst in bringing about a new lease of life to the people and adventure enthusiasts in India. The Indian pick-up market is growing significantly and we have been witnessing a strong inclination towards the V-Cross. We are happy to have carved a niche in the Indian utility vehicle market. We are thrilled and excited to associate with Jonty and I am sure this will make the brand and the V-Cross even more exciting and aspirational in the days to come,” said Ken Takashima, Deputy Managing Director, Isuzu Motors, India.

The TVC will hit television screens shortly. The brand will also use digital channels extensively to promote the campaign, said Srinivas.

The TVC:

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