Isuzu launches pick-up tax change awareness campaign

The Pick-Up Professionals are raising awareness of the forthcoming changes, dispelling myths circulating on social media and providing customers with accurate details to make better-informed decisions about when to order a new pick-up in 2025.

Under HMRC’s updated legislation announced in the Autumn Budget 2024, double cab pick-ups will no longer be classified as commercial vehicles for Benefit in Kind (BIK) and Capital Allowances (CA) purposes. Instead, they will be treated as cars, leading to increased tax liabilities for buyers and businesses alike.

The new BIK campaign will leverage digital and print channels to spotlight this pivotal change. Eye-catching visuals will feature the Isuzu D-Max with a playful thought bubble stating: “From 6th April 2025, I’ll identify as a car!” The campaign serves as a reminder for businesses and buyers to act now and take advantage of the current tax benefits before the new rules come into force.

Alan Able, managing director of Isuzu UK, commented: “The BIK campaign reflects our commitment to keeping our customers informed and empowered. We recognise that HMRC’s decision represents a fundamental shift in how double cab pick-ups are taxed. With this campaign, we aim to ensure our customers understand the implications and encourage them to act now to avoid higher costs later. The Isuzu D-Max has always been the backbone of businesses and this campaign underscores the value it offers ahead of the upcoming changes.”

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