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.

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By Charles E. Buban
Philippine Daily Inquirer

LET’S face it, those who could afford the 2008 4×4 Isuzu Alterra has to be well-situated financially, able to have at least P1.673 million of spare cash (or won’t mind paying the equivalent monthly obligation).

Indeed, these Alterra buyer has the ability to enjoy a lifestyle a lot of us could only dream of.

Well, this writer was able to taste that sort of lifestyle when Isuzu Philippines organized Isuzu Alterra… Great Drive, Great Life event a couple of weeks ago where invited motoring media participated in an off-road gymkhana, shooting clay targets (with a shotgun), had lunch aboard a yacht (while cruising Subic Bay in Zambales), went sailing, joined in a modified equestrian competition and finally tried Subic Bay Yacht Club’s fabled synchronized head and foot massage.

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By Charles E. Buban
Philippine Daily Inquirer

“PUSH the 4L button, shift to first gear then take your feet off the accelerator and the clutch,” commanded our Thai navigator. And before we could even argue with his order, he smilingly repeated the instruction and added, “Trust me, you’ll both be surprised.”

Surprisingly indeed, the pickup did not stall and in fact, continued to drive uphill to the amazement of Bam Olivares (of the Daily Tribune) and this writer.

As if we were not yet amazed, Jirayuth Adhidhebnarangkura of Isuzu Operations Thailand even ordered to shift to the second gear and just steer (again, while keeping both feet off the accelerator and clutch).

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By Charles E. Buban
Inquirer

IF a carmaker would like to celebrate a milestone in its corporate history, it would usually roll out a special edition of its top-selling model.

These days, however, carmakers would instead hold an activity or a program that usually pertains to caring for the environment.

Such an act may seem ironic considering emissions from vehicles these carmakers produce are often cited as among the major sources of air pollution and thus, a major public health issue.

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