Rolling back the years: Isuzu’s classic icons return

March 20, 2025

Isuzu Motors South Africa has marked its 60^th anniversary by relaunching two iconic models: the SBR 500 and JCR 800. COLIN WINDELL writes that they blend heritage with modern upgrades to strengthen the company’s foothold in the commercial vehicle market.

As Isuzu Motors South Africa commemorates six decades of operations, the company has unveiled special editions of two iconic models from its archives. These revamped versions of the SBR 500 and JCR 800 blend the reliability of the past with contemporary enhancements, aiming to appeal to both long-time operators and a new generation of fleet managers.

The launch comes as Isuzu consolidates its leadership in Africa’s commercial vehicle sector, where it has held the top position for 12 consecutive years, despite global supply chain disruptions and economic pressures.

Tribute to heritage

The relaunch of the SBR 500 and JCR 800 pays homage to models that once dominated South Africa’s logistics, agriculture, and construction sectors. Dubbed “heritage editions”, these trucks retain their rugged reputation but are equipped with modern features tailored to contemporary demands.

“We’re a truck company that also sells bakkies,” remarked Billy Tom, Isuzu’s managing director, during a recent media briefing, underscoring the brand’s focus on commercial vehicles (CVs). Globally, trucks account for 59% of Isuzu’s revenue. In Africa, a “priority growth market” for the company, demand has remained robust even as sales have softened in Asia and Oceania.

Nimble performer

Originally launched in the 1970s, the SBR 500 became a favourite among small businesses and municipal services. The updated version preserves its lightweight agility but incorporates a strategic enhancement: a gross vehicle mass (GVM) of 8,999kg. This allows drivers to operate it with a Code 10 licence and avoids the 80km/h speed restriction imposed on heavier trucks.

Key specifications include a 176-kW engine, 706Nm of torque, and a payload capacity of 5.39 tonnes. At 7.7m in length, the SBR 500 is designed for urban logistics, refrigeration, and recovery operations, making it ideal for navigating narrow city streets.

“It’s about balancing compliance with productivity,” explained Craig Uren, senior vice-president for revenue generation, at the briefing.

Medium-duty stalwart

A symbol of the 1980s, the JCR 800 returns with upgrades targeting small and medium enterprises (SMEs) and cross-industry fleets. Known for its reliability during South Africa’s industrial expansion, the Special Edition boasts a GVM of 15,000kg, a 10,070-kg payload, and larger 315/80R22.5 tyres for improved off-road capability. Its 5.5-m wheelbase and 9.2-m length make it well-suited for construction, agriculture, and refrigerated transport.

Despite the trend towards automatic transmissions, Isuzu has retained manual gearboxes for both models, citing cost efficiency and reliability as key factors. “Profitability isn’t just about upfront price; it’s about total lifecycle value,” expanded Uren.

Navigating automotive sector challenges

Isuzu’s anniversary launch arrives at a challenging time for South Africa’s automotive industry. In 2023, new vehicle sales declined by 3%, with imports now constituting 44% of the market – a shift largely driven by competitive offerings from Indian and Chinese manufacturers. However, Isuzu’s CV division has proven resilient, securing a 28% share of the medium and heavy truck segment.

The brand attributes its success to robust aftersales support and a strategic focus on internal combustion engine (ICE) models, which continue to dominate demand in Africa. While global markets pivot towards electric vehicles (EVs), Isuzu is exploring alternatives such as compressed natural gas (CNG) trucks and Euro 5-compliant diesels for the local market.

African expansion: opportunities and obstacles

With 75% of Isuzu’s African sales concentrated in Southern Africa, the company is setting its sights on East and West Africa for further growth. However, intracontinental trade barriers, such as cumbersome customs processes and inconsistent regulations, remain significant obstacles.

“We need bilateral agreements to unlock Africa’s potential,” emphasised Tom, highlighting the urgent need for streamlined trade policies.

Isuzu’s production facility in Gqeberha (formerly Port Elizabeth) continues to play a pivotal role, with 25% of its output exported to neighbouring countries. The brand’s 60-year legacy, including 45 years of bakkie sales, has cemented its reputation for durability – a factor that has kept vintage SBR and JCR models operational decades after their introduction.

Limited run with strategic intent

The Special Editions of the SBR 500 and JCR 800 will have a limited production run; exact figures remain undisclosed. While partly a nostalgic marketing strategy, the relaunch also serves as a bridge between Isuzu’s storied past and a future that may be defined by regional logistics and infrastructure development.

Isuzu’s strategy underscores the brand’s ability to adapt to shifting market dynamics without abandoning its core strengths. As Tom put it, the company’s focus remains on providing durable, reliable vehicles that align with Africa’s unique operational demands.