Laoag City, Ilocos Norte — Isuzu Philippines Corporation (IPC) kept the trip itinerary secret until we arrived in this city on a flight from Manila. But when you have the 4x4 Isuzu D-Max with the Laoag Sand Dunes as the destination, it is easy to expect the kind of activities we would get ourselves into.
My first time seeing the Sand Dunes was on a long drive in a sedan in 1995. The second was when we brought two compact SUVs to the Paoay Sand Dunes on a trip from Cagayan after a boxing coverage in early 2000.
We got a taste of being stuck in the sand as we tried one of the SUVs on the soft sand. And the third was when Isuzu brought a fleet of Isuzu D-MAX units to Laoag in 2015.
That time, we had a half-day drive on the sand dunes and also on the hilly and rocky terrains of Burgos in Ilocos Norte. The D-MAX’s performed very well on those drives as expected.
Fast forward to 2025. Isuzu Philippines once again pushed the limits of its legendary pickup truck as it staged the Isuzu D-MAX 4x4 Media Challenge.
Held from 18 to 20 November at the Laoag Sand Dunes, the event provided some 16 members of the motoring media with the thrill of driving in the treacherous sand.
The three-day activity began with a drive through Ilocos Norte’s scenic roads and landmarks.
The convoy then proceeded to the Laoag Sand Dunes, where Isuzu transformed the area into a full off-road course and desert camp, setting the stage for a series of challenges designed to test both man and machine.
“The Isuzu D-MAX simply won’t back down from any challenge. This drive demonstrates how the D-MAX’s exceptional engineering and robust design allow it to take on the toughest terrains with confidence, no matter what lies ahead,” Yasuhiko Oyama, IPC executive vice president, said.
Upon arrival, we were given a 4x4 driving tutorial and safety briefing
by IPC’s technical instructors before heading straight into the sand course.
The 1.2-kilometer terrain proved challenging — with steep inclines, soft sand patches, and sharp slopes — but the D-MAX handled each section like a beast with remarkable stability and control.
On the second day, we were divided into four teams that would participate in the D-MAX 4x4 Challenge, combining technical driving tests, checkpoints, and skill-based contests.
The route included stops at Malacanang of the North and Paoay Church, before proceeding to a “pasalubong challenge” in the city proper, which tested our time management and negotiation skills.
The most challenging stage was the five-kilometer time trial sand course, designed as the ultimate test of endurance, driving skill, and machine capability.
Each team took turns navigating the track filled with natural steep ascents, sudden drops, deep ruts, and shifting sands — conditions that could easily unsettle lesser vehicles.
The campsite at the sand dunes and the driving event reminded this writer of the 1997 Australian Safari, where the Isuzu Trooper tried to defend its title earned in 1996. The pass through Australia’s Simpson Desert at one stage was similar to what we experienced in the Sand Dunes.
“The Isuzu D-MAX is known worldwide for its exceptional durability — and because of that, it’s also trusted for adventures like this. Across the globe, the D-MAX is driven through the Australian outback, muddy jungles, and sandy coastlines.
That’s the kind of adventurous lifestyle we want to bring here in the Philippines — to let more people experience how capable and exciting the new D-MAX truly is,” Oyama added.