Design and Styling

With pick-up trucks now as common on the high streets as they are on the country side, styling cannot take a back seat anymore.  The pick-up buyer is now becoming more sophisticated, wanting snazzy styling as much as better interior room and increased payload capacity.  This presents a daunting task for stylists as pick-ups must maintain a high degree of usefulness (i.e. a flat cargo bed) as well as good rough road capability.  Therefore, pick-ups must have a good approach and departure angles as well short front and manageable rear overhangs.  So what's a designer to do?

In the case of the Isuzu D-MAX, boxy is sexy.  Without a doubt, the 90-degree corners and even square-cut headlamps make the D-MAX look tough and sophisticated without being overly comical.  There is almost no front overhang and the rear overhang is kept to a minimum--all in all assuring of good if not exemplary off-roading capability.  There are some pinches of chrome splattered on the grille, door handles and mirrors, but they do little to distract from the clean and uncluttered lines.  Everything is executed simply but nicely on the D-MAX--even the six-spoke alloys which suit this vehicle perfect.  As a side note though, the 2006 model D-MAX is now sold with chrome alloy wheels--something rather inappropriate for provincial excursions.

Taking a page off Toyota's design book, the Mitsubishi Strada goes from simple to space-age and high-tech.  Like the Toyota Hilux launched about a year ago, the Strada has grown tremendously, now towering over even the D-MAX.  Mitsubishi designers however are able to keep the proportions tidy by using a design theme inspired by its Pajero Dakar Evolution rally car.  With a sci-fi front end and promiscuous front fenders, the Strada is excellent styled in everyway--even better than the US market Mitsubishi Raider pick-up truck.  At the back, there's little designers could do to improve the cargo bed, but the deletion of chrome strips on the bumper make for a much more sophisticated look--a styling cue hopefully other car manufacturers would adapt.

The story is pretty much the same inside both vehicles, with the D-MAX taking the simple road, while the Strada the flashy road.  It may seem that both are designed worlds apart, but both are equally appealing, with perhaps the Strada taking the top honors because of the nice detailing such as those found on the fuel cap and front fog lamps.

Value for Money and Verdict

The improvements seen on pick-up trucks aren't free, and it shows with their steadily rising suggest retail prices.  Nonetheless, it's something consumers are willing to pay to make their family vehicles more comfortable, safer, more fuel efficient and of course, more reliable.  Both of the models tested are range-topping manual versions: the Isuzu D-MAX 4x4 LS M/T and the Mitsubishi Strada 4x4 GLS M/T.  Both are equally equipped with similar features such as dual SRS airbags, anti-lock brakes, multi-format CD players with 6 speakers as well as part-time four-wheel drive.  The huge price disparity of P 130,000 is down to engine.  The Isuzu D-MAX is priced at P 1,330,000 because of its larger, 3.0-liter direct-injection engine.  On the other hand, the Mitsubishi Strada is P 1,200,000 because it uses a smaller 2.5-liter common-rail direct-injection unit.  A similarly-engined Strada (available in Thailand) with a 163 horsepower 3.2-liter common-rail would have cost a stratospheric P 1,500,000 ++, so bringing it locally would be out of the question.

Going back to how a pick-up must be designed now, it looks as if the champion is the Mitsubishi Strada.  Although it may lack the low-end grunt of the Isuzu D-MAX, it pretty much outshines the competition in every other department.  The Strada has the best interior room, the most sophisticated cabin, the most original features and of course, a refined and smooth common rail engine that shames even the big boys.  For the less informed, the Mitsubishi Strada may look like a pretend truck, but underneath, it's just as tough and durable as you'd come to expect from a rugged workhorse.  It has all the tough truck requirements such as low-range four-wheel drive, large diameter off-road tires and excellent ground clearance.  What sets the Mitsubishi Strada apart from other pick-ups is that it managed to finish charm school and ended up being more sophisticated, refined and lovely as well.

photo gallery >