Isuzu has trademarked the name D-Max Blade in Australia, opening the door for a new dual-cab variant to do battle with the Toyota HiLux and Ford Ranger.
Now it must be said that a trademark registration is no guarantee of a vehicle launching in Australia. Companies routinely trademark their vehicles for launch here, but also do it to simply protect an existing nameplate globally.
The Isuzu trademark appeared on the 10 May, 2023 and is currently in a pre-approval state “awaiting examination”.
For clues as to what it is we cast our eyes overseas, where the D-Max Blade is a mid-tier offering, billed as blurring the lines between a worksite-friendly workhorse and a more lifestyle-oriented ute.
That’s the shape the Blade has taken in the past, at least. But what the Blade might look like when applied to the new D-Max remains to be seen.
Isuzu in Australia is quick to point out, however, that simply registering a name does not a guarantee a model launch.
“As a standard process for many businesses, IUA registers trademarks locally at times to protect global IP and identities registered by Isuzu abroad. This doesn’t mean that those applications will be successful or that those trademarks will be used,” a brand spokesperson told us.
Still, it seems something might be afoot at Isuzu, at least globally. So watch this space.
Keyword: Isuzu D-Max Blade surfaces - but is this a new dual-cab weapon to fight the Toyota HiLux and Ford Ranger?