Ben Lasry joined Isuzu Australia Limited in 2020, and has executive responsibility for the overall performance and operation of the Sales, Aftersales, Network Development, Legal and Supply Chain teams supporting the Isuzu network of dealers, authorised outlets and their customers.
Prime Mover: Isuzu has had 36 years as number one in truck sales in Australia and this year’s new model launch is the biggest in the company’s history with new models, cabs, drivelines, interiors, safety and technology. Is it too much?
Ben Lasry: Some may see it that way, but I don’t. I think the market is probably looking to the market leader for what the next generation of trucks looks like. There is a lot in it, but it also shows that Isuzu Motors in Japan and Isuzu Australia are really up there in understanding what truck customers want and need, and even what they don’t yet know they need. You look at the regulatory environment around safe operation of vehicles, you look at the transition of people who may have never driven a truck, and are now starting to drive trucks, and you look at the technology expectations of the market. It is definitely a lot to take in, but I think this is the right time to bring this new range to market.
PM: So you’re geared up for it?
BL: Totally. We’ve resourced the business and we’ve put the right people in the right places to plan and execute this launch. We are very confident around that and we’ve got a really solid business plan for how we are going to launch the new range. Different products are being launched stage by stage and some might say they’d rather do it all in one go, and there’s some merit in that, but I actually think the way we are launching allows the market to better understand the product and allows our teams to launch that product and get out with customers and dealers in a more structured and less-rushed way so that we and the customers fully understand the vehicle. It sounds a bit flippant, but it also gives the team here a bit of time to breathe between model releases as well.
PM: When can the market expect to see the new line up?
BL: The Brisbane Truck Show is the official launch of the entire new model range. When it becomes time to be out with our dealers and customers, there are some alternate timelines by model. You’ll see the first vehicles on the road around the middle of the year. I think it’s a really good plan and I’m really comfortable towards how we are going to approach this.
PM: Will we see an increase in ready to work vehicles?
BL: The short answer is yes. We have some plans for the near future to roll out new ready to work models across, not just our traditional models, but we’re also looking at some opportunities in other weight classes and applications because we know body builders are congested and so many more customers are looking for that turn-key, ready to go solution. We are adding resources to our product team and the product managers are always looking at other opportunities in the car-licence and light duty ready to work areas.
PM: There seems to a lot more driver focus in the new models. Is that a deliberate strategy because the industry has a challenge in getting drivers?
BL: We look at it in three ways. There’s features and technology and driver features in the new product which the Australian Design Rules and government and regulatory bodies say you have to have, including things like Autonomous Emergency Braking and stability control, then there are other features in the truck that if people are going to spend more time in the truck or if they are new to the truck and are coming out of a car or a ute, they have expectations around ergonomics, so we’d like to put some of those features in the vehicle. Then there’s another factor which involves the situation where the nature of truck driving is changing, so we look at more car-like features such as the prevalence of two pedal as opposed to manuals and improved HVAC performance, for example. So, there’s three strings to it: the regulatory, the ergonomics and the need to keep people coming in and driving trucks, so let’s make them more like a car to drive.
PM: There also appears to be an increased safety focus which has gone above and beyond the current norm and the minimum requirements of the regulators. Do you see that as a marketing tool, and do you think the market really cares about safety?
BL: I believe increasingly the market does absolutely care about safety. One of the key insights from our 2024 Future of Trucking report was that increasing safety technology is one of the key reasons for new truck purchases. Add to that the role trucks have in overall road safety including a focus on the road toll and factors like road conditions, driver distraction, chain of responsibility and even attracting people to come and drive trucks. I do think there’s a continued focus on safety and, again, I’ll come back to what people expect of the market leader, and I’d venture to suggest that we do go over and above from a safety perspective and we’re proud to stake our claim to that and be the leader in safety.
PM: You were recently appointed a director of IAL. How is that different from a senior sales and marketing position?
BL: As Director I have a fiduciary duty to Isuzu Australia Limited, over and above anything else, which is a legal obligation to act in the best interest of the organisation at all times. I’m not just the executive for sales and aftersales. You’ve got to be across everything and make sure there are processes and people in place to carry out the business responsibly in compliance with the law.
PM: As perennial Number One, is it a challenge to keep up the level of enthusiasm?
BL: I’ve been in the automotive industry all of my career, mainly in sales, marketing and distribution. I love the front end of the business. I’ve been with Isuzu for nearly five years and I just love being out with dealers and customers and moving product, and we’re really excited about the new range.
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