(NAIROBI, KENYA) – Isuzu East Africa booked revenues of KES1.49 billion ($9.6 million / £7.6 million) from the sale of 159 units of the Kipchoge Limited Edition D-Max pick-up. Production of the special model has ended after 40 months. It marks the most successful and quantifiable product marketing built on a celebrity endorsement in the Kenyan market.
Sales of the pick-ups started in May 2023. The units were priced at a premium of KES9.4 million ($60,645 / £47,900) each. They pack more safety and luxury features than the standard D-Max models. Comparable standard models are retailing at KES8.9 million ($57,419 / £45,350).
Isuzu said the special pick-ups were produced to honour its brand ambassador Eliud Kipchoge. He has inspired millions through his marathon feats. Besides the marathons he has won, Kipchoge became the first person to run a marathon in under two hours in October 2019 in Vienna in what was a non official record. He finished the marathon in one hour, 59 minutes and 40.2 seconds. This inspired the production limit of 159 units of the pick-ups bearing his signature.
Isuzu chief executive Rita Kavashe said the company thought this was the best way to honour Eliud Kipchoge. She said the company is grateful to its shareholders for supporting the project. The company last week brought together buyers of the pick-ups after hitting the target of 159 units. Data from the Kenya Motor Industry Association shows that 13 units were sold in the seven months to July as the project came to a close.
The limited edition pick-ups are expected to increase Isuzu’s brand visibility in the core commercial vehicle segment. The company also serves this segment through sale of buses and trucks. Major clients include the government, manufacturers, traders, schools, construction firms and public transport operators. The company is also keen on attracting individual buyers to the Isuzu mu-X sport utility vehicle.
The Kipchoge branded pick-ups were assembled at the dealer’s plant in Nairobi. This is the first time a custom built edition model of a vehicle has been produced by a Kenyan dealer. Global automakers occasionally produce limited editions of their models for various reasons. These include marking anniversaries or events of a famous person associated with the brand. Limited edition models are typically priced higher than the standard ones.
Manufacturers of ultra luxury and high performance cars are the most frequent producers of limited edition models. They target a relatively smaller group of wealthy buyers. Audi AG and Toyota Motor Corporation are among the automakers that have announced limited edition models for 2026. Buyers seeking to own distinct models are the main targets of the one off production vehicles. Some become collectors of the rare units.