Isuzu Philippines Corporation (IPC) recently put the capabilities of its renowned pickup truck to the ultimate test during the Isuzu D-MAX 4×4 Media Challenge, held from November 18 to 20, 2025, at the iconic Laoag Sand Dunes. This thrilling event allowed members of the motoring media to experience the off-road prowess, robust engineering, and advanced features of the D-MAX firsthand.
The three-day event kicked off with a scenic cruise through the breathtaking landscapes and cultural landmarks of Ilocos Norte, offering participants a taste of the D-MAX’s comfort on smoothly paved roads. The convoy then made its way to the Laoag Sand Dunes, where Isuzu transformed the terrain into an expansive off-road course, setting the stage for a series of challenges meant to push both the truck and drivers to their limits.
“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,” said IPC Executive Vice President Yasuhiko Oyama.
Upon arrival, participants were briefed on 4×4 driving fundamentals by technical instructors from IPC before diving into the sandy course. The challenging terrain, featuring steep inclines and soft sand patches, showcased the D-MAX’s remarkable stability and control.
The second day saw four media teams battling it out in the D-MAX 4×4 Challenge, which comprised technical driving tests, adventure checkpoints, and skill-based contests. The route included interesting stops at the Malacañang of the North and the historic Paoay Church, culminating in a “pasalubong challenge” that tested participants on time management and negotiation skills. This variety highlighted the D-MAX’s versatility, seamlessly transitioning from smooth road performance to rugged off-road capability.
The event concluded with a 5-kilometer time trial sand course, designed to push endurance and driving skills to the max. Set against the stunning backdrop of the Laoag Sand Dunes, this final challenge demanded every ounce of power, traction, and control from both driver and vehicle.
“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.
The 4×4 Media Challenge is not just about showcasing the D-MAX’s off-road abilities; it is also part of IPC’s broader D-MAX Rebranding Campaign aimed at connecting with a younger, lifestyle-oriented audience. This initiative highlights the D-MAX as a versatile vehicle suited for adventure, travel, and an active lifestyle—proving it can thrive both on rugged terrains and city roads.
“The Isuzu D-MAX is known worldwide for its exceptional durability—and because of that, it’s also trusted for adventures like this. Across the globe, the D-MAX is driven through the Australian outback, muddy jungles, and sandy coastlines. That’s the kind of adventurous lifestyle we want to bring here in the Philippines—to let more people experience how capable and exciting the new D-MAX truly is,” Oyama shared.
Underpinning this capability is the D-MAX’s robust 4JJ3-TCX 3.0-liter Blue Power diesel engine, delivering 190 PS and 450 Nm of torque for remarkable pulling power, especially in demanding conditions. Coupled with a 6-speed automatic transmission allowing smooth transitions, the D-MAX is engineered for all terrains.
The vehicle is equipped with advanced features like the Terrain Command Dial for easy 4×4 mode transitions and the Rear Differential Lock to enhance traction on loose surfaces. Additionally, its Rough Terrain Mode optimizes driving dynamics in challenging conditions.
With intelligent safety systems and driver assistance technologies, including Adaptive Cruise Control and Autonomous Emergency Braking, the D-MAX ensures a secure and enjoyable driving experience.
“We are very confident with the Isuzu D-MAX, and we’re never afraid to put it through grueling challenges like this. This event showcases its true potential and demonstrates that not all pickup trucks are built the same. The D-MAX stands above with its proven durability, intelligent technology, and performance engineered for the real world,” Oyama added.
From navigating city streets to tackling rugged trails, the Isuzu D-MAX adapts to the lifestyle of its drivers—ready for work, adventures, and everything in between. For more information about the Isuzu D-MAX, visit www.isuzuphil.com.
