For 60 years, Isuzu Bacolod, operated by Southern Auto Mart and Trading Corporation (SAMTC), has tirelessly served Negros Occidental. Beginning with the importation of heavy-duty trucks like the Isuzu TD50 and TD70 in the mid 1960s, which were famously used by the sugar barons in Negros Occidental, Isuzu Bacolod has never wavered in its commitment to the needs of its customers, resulting in becoming the pillar of the community that it is today.

It's all owed to theirs and Isuzu Philippines’ mantra of putting the customer first. After all, there’s no market quite like that of Negros Occidental.

The Negros Occidental market has a unique set of demands shaped by its history as a major agricultural and industrial center, particularly for sugar.

“The region's economy relies heavily on agriculture, which creates a continuous demand for reliable and tough trucks for transporting goods and produce,” said Mark Espino, VP for Sales and Aftersales, SAMTC-Isuzu Bacolod. “Customers in this region also prioritize vehicles that can withstand heavy use and challenging terrains, a legacy from the early days when Isuzu trucks were used for demanding tasks in the sugar industry.”

Not surprisingly, Isuzu Bacolod’s thoughtfulness for these needs has resulted in a steady stream of clients not just over the years, but also over generations.

“This is a hallmark of the Isuzu brand's reputation for durability and reliability. Families who started with Isuzu trucks or AUVs for their businesses or personal use often return to the brand when it's time to purchase a new vehicle,” shared Espino. “This loyalty is built on trust that has been earned over decades of use, where the vehicles have proven their mettle.”

To mark six decades of unwavering service to the Bacolod community, Isuzu Philippines Corporation (IPC) and Southern Auto Mart and Trading Corporation (SAMTC), proudly unveiled the newly refreshed Isuzu Bacolod dealership — now upgraded to reflect the brand’s Isuzu Outlet Standard (IOS) design philosophy.

The event was attended by key SAMTC personnel like Marc Vincent Q. Tiu, President, SAMTC-Isuzu Bacolod, Mark Joseph Espino, VP for sales and after sales, SAMTC-Isuzu Bacolod, and Lester Marcelo Uy, VP for Finance and Accounting, SAMTC-Isuzu Bacolod. No less than Isuzu Philippines President, Mikio Tsukui was also present. Other guests of honor included the Executive Assistant to the Office of the Mayor of Bacolod City, Jonathan Diaz..

The grand inauguration of the dealership welcomed guests into the newly transformed space that blends modern design with customer-centric functionality. The entire facility spans 3,000 square meters, offering ample room for upgraded amenities and services. The showroom, spanning 374 square meters, now features a sleek front fascia and ample display space to showcase three light commercial vehicles (LCVs) and one commercial vehicle (CV).

The new Customer and Sales Lounge provides a more comfortable and engaging environment where clients can discuss vehicle options, financing, and services in a relaxed, professional setting.

Even long-time customers will benefit from the changes as the relocated Body Repair Shop streamlines workflow and reduces turnaround time for repairs, ensuring faster service delivery. The renovated Service Area, which spans 1,612 square meters, is now brighter and better ventilated for easier operations. It has service bays for 15 light commercial vehicles and 1 light to medium duty truck, catering to both fleet customers and individuals.

With such a large portion of the facility dedicated to service and maintenance, Isuzu Bacolod hopes that this investment will pay dividends in the future, ensuring not just new Isuzus, but even those purchased years ago will continue to roam the roads of Negros Occidental.

“Isuzu's diesel engines are legendary for their fuel efficiency and long-term durability. This is a critical factor for both commercial and private users, as it translates to lower operating costs over the vehicle's lifespan,” said Espino. “Beyond just fuel, Isuzu vehicles generally have lower maintenance costs and higher resale values compared to many competitors, making them a wise long-term investment.”

Even with 60 years already behind them, Isuzu Bacolod foresees several more decades of its fruitful partnership with IPC.

“Since our founding, we have been unrelenting in our mission to provide reliable vehicles that power Bacolod’s businesses and families, said SAMTC President Marc Vincent Tiu. “This new IOS dealership is a testament to our commitment to continuously improve — with our customers always at the heart of everything we do.”

The same sentiment was shared by IPC. “We at IPC are honored to celebrate an incredible milestone with Isuzu Bacolod — 60 years after it first opened its doors. Now aligned with IOS standards, Isuzu Bacolod is more equipped to meet the demands of this thriving city. Together with our partner SAMTC, we aim to deliver unmatched sales and aftersales services through the upgraded showroom and customer lounge, as well as the bright and well-ventilated service area,” said IPC President, Mikio Tsukui during the ceremony.

The grand opening was the perfect way to cap off a week-long celebration that began with a vibrant mall tour at SM City Bacolod, where the Isuzu D-Max pickup and the mu-X SUV were on display.

Indeed, 60 years may seem like a daunting number of years, but Isuzu Bacolod says the partnership is made worry-free by IPC.

“Consider Isuzu not just as a vehicle brand but as a long-term business partner. While other brands might offer a wider variety of models, Isuzu offers a highly specialized, reliable, and in-demand product line that is backed by a strong corporate structure and decades of proven performance,” shared Espino. “By focusing on Isuzu, a new dealer can become a key player in the commercial and utility vehicle market, building a business on a foundation of durability, customer loyalty, and a respected reputation. The brand's focus on after-sales support and the strength of its core products provides a stable and profitable business model that is less susceptible to market fads.”