The Alterra as a lifestyle vehicle
- Columns, Road Transport, Transport, Aida Sevilla Mendoza, Isuzu -
By Aida Sevilla-Mendoza
Philippine Daily Inquirer
SIX years ago, Isuzu Philippines Corp. (IPC) introduced an out-of-town driving excursion and competition called the Isuzu Challenge to demonstrate the versatility and fuel efficiency of its vehicles. The Isuzu Challenge soon became a much-anticipated annual event for motoring journalists and Isuzu vehicle owners alike.
Lately, IPC has expanded participation in its out-of-town driving events to include the lifestyle as well as the motoring media. IPC’s recent “Great Drive, Great Life” two-day happening, for example, had trendy lifestyle outdoor activities on the agenda such as trap shooting, cruising aboard a yacht around Subic Bay, horseback riding and sailing as well as the usual driving skill contest of an off-road slalom course and river crossing with the 2008 Isuzu Alterra.
Apparently, IPC is presenting its flagship model, the Alterra, in a new light. Strong, durable, reliable, all-terrain and fuel-efficient, yes, but also comfortable, smooth, on-street driveable and well-suited for long family trips and leisure activities. Since the Alterra is built on the same platform as the Global D-Max and is powered by the same engine, it inevitably acquired the rough-and-ready image of a made-over pickup truck rather than a family-friendly sport utility vehicle. IPC is trying to balance that image.


