Isuzu Philippines Corporation (IPC) once again bolstered its position as the authority in diesel-powered vehicles as it posted steady sales for its model lineup in 2011, with the Isuzu N-Series light-duty truck topping its segment.

Figures released by the Truck Manufacturers Association and the Chamber of Automotive Manufacturers of the Philippines showed that the N-Series took a commanding 69.4% share of Category III, the light-duty commercial truck segment, as the model recorded 1,196 units sold from January to December, 2011.

This marks a successful streak for the N-Series as it enjoyed an equally dominating 67.1% share in 2010 with 1,030 units sold. Impressively, the N-Series has overwhelmingly led Category III for 13 straight years since 1999.

“The N-Series trucks’ achievement of being the bestseller in a competitive class for 13 straight years is concrete proof of its superiority over its rivals,” said IPC President Ryoji Yamazaki.

“It means the market has full confidence in the model, which can only be the result of a very satisfying ownership experience.”

Credit to the N-Series’ popularity goes in part to its versatility as the vehicle can be configured as a passenger van, aluminum cargo van, refrigerated van, fire truck, drop-side truck, aerial platform truck, refuse collector, dump truck, cargo truck or tanker.

The N-Series’ durability and dependability have also made them the light commercial truck of choice among entrepreneurs and business partners.

Isuzu’s medium- and heavy-duty trucks were also as dominant in their Category IV and V segments. In 2011 IPC sold 240 units of these trucks, including the popular Forward model, with the vehicles accounting for 24.8% share of the segments. This is a marked growth from IPC’s 2010 figures, which showed that 165 medium- and heavy-duty trucks were sold, resulting in a 14.3% share.

In 2011, commercial vehicles continued to dominate the Philippine automotive industry with a 68.3% advantage over passenger cars, and cementing Isuzu’s hold on the commercial vehicle segment are the company’s Alterra, D-MAX and highly popular Crosswind models.

From January to December last year, IPC sold 855 of the luxuriously equipped Alterra SUV; 2,500 units of the tough and hardworking D-MAX, with the pickup accounting for 16.3% of its class; and 5,029 units of the Crosswind, or a 16.7% share of its class. That led to IPC posting a tally of 9,820 units sold.

Besides continuously offering upgraded models that address customers’ desires and requirements, IPC’s steady market performance in 2011 can also be attributed to the various events that the company held, and the biggest of these was a show staged in April called “On the Right Truck to a Better Future.”

An exclusive display of Isuzu’s commercial-vehicle lineup, the event showcased Isuzu’s ability to meet any transportation requirement of business entities and private individuals

“The show was a reminder of why Isuzu trucks have been number one in the market for a long time,” said Yamazaki. “They’re reliable, durable, fuel-efficient and inexpensive to operate and maintain. We at Isuzu are truly proud to be a partner of the Philippines in the march toward economic progress.”

Among the vehicles displayed at the event—an evolution of IPC’s Truck Attack show that was first staged in 1999— were Isuzu NHR MB cab and chassis, with body options of 16-seater standard, 18-seater school bus and ambulance, supplied by Centro Manufacturing Corporation.

Other vehicles on display were a 21-passenger Flexi-Truck with dual air-conditioning; and the NHR 55 that’s available as a refrigerated van, cargo van or passenger van. Also present were the FVR 34 that can be made into a cargo truck, fuel tanker, bottle carrier, dump truck, city bus or garbage compactor; the FSR 34 fire/rescue truck with mobile clinic; the GVR 34 that can function as a trailer, fuel tanker or bottle carrier; and the LT 132 bus. Completing the Isuzu lineup at the show were the Crosswind XL, D-MAX LX 4x2 and 4x4 LT, and the Passenger Van.

To stress that Isuzu vehicles are just as much oriented toward personal use as they are for business purposes, IPC last year organized the Isuzu Family Challenge, a series of activities held from March to November at each of Isuzu’s 18 dealer networks/groups nationwide.

The event featured family participants competing in a fuel-economy run and taking part in a contest where they danced to the new Isuzu jingle. The objective was to show Isuzu’s legendary leadership in fuel economy while also enabling Isuzu owners to have fun with their families.

“What used to be known as the Isuzu Challenge was made more exciting because we incorporated recreational activities into it,” said Yamazaki

Supplementing these events were activities that promoted Isuzu vehicles’ core values, and among these are IPC’s participation in the Auto Focus People’s Choice Motor Show Expo where the Crosswind has again emerged as the country’s Best AUV, an honor the model has held since 2005, as well as a series of test drive events for the media.

Meant to highlight the strengths of Isuzu’s passenger vehicles, the driving events were held in venues ranging from Metro Manila and nearby destinations like Tagaytay City, Batangas, Laguna, Quezon and Subic, to as far as Mount Pulag in Northern Luzon and Camarines Sur in Southern Luzon.

Remaining faithful to its calling as a “responsible partner,” IPC in 2011 bolstered its corporate social responsibility efforts, and one of the most significant was the company issuing a heartfelt donation of P2.5 million to the Philippine National Red Cross that was meant for the victims of Japan’s earthquake and tsunami tragedy in March.