With a wave of new Chinese brands flooding into the market, you could be forgiven for suffering from ‘new model fatigue.’ Yet, amid the sea of crossovers and compact SUVs vying for attention at traffic lights, the LDV D90 is trying to carve out a distinct niche that goes beyond simply offering a low price tag.
Launched locally as the brand’s flagship family hauler, the D90 arrives as LDV aggressively expands its footprint beyond commercial vehicles. While the brand is better known internationally for bakkies and panel vans, the D90 is a calculated move into the lucrative seven-seater SUV segment dominated by the Toyota Fortuner and Ford Everest.
However, the D90 isn't trying to beat the establishment at their own game of tar-road manners; instead, it is betting heavily on a specification sheet that reads like a hardcore off-road brochure.
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The headline feature of the D90 Flagship, priced from R899 900, is its drivetrain. Unlike many soft-roaders that rely on brake-based traction control, the LDV comes equipped with a selectable 4WD system featuring Low Range and a trio of locking differentials (front, centre and rear).
Powered by a 2,0-litre twin-turbo-diesel engine producing 160 kW and 500 Nm of torque, mated to an 8-speed automatic gearbox, the vehicle offers a braked towing capacity of 3 100kg.
The interior has undergone a significant redesign compared to the brand's older bakkies. The local Flagship model spares little expense on luxury items, featuring dual 12,3-inch screens, a JBL sound system, massage function seats and a panoramic sunroof as standard.
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While the hardware is impressive, the lingering question for consumers revolves around the intangibles of brand longevity and resale value. LDV is scrambling to address the ‘backbone’ of the operation—its dealer network.
In a recent conference held at its Johannesburg HQ, LDV executives, including newly appointed South African CEO Gerhard Moolman, reaffirmed a commitment to after-sales support. WesBank was present at the gathering, signalling established financial backing, and the brand confirmed the upcoming opening of a new parts and training centre in Gauteng.
The LDV D90 is not trying to be a luxury European cruiser. It is a ladder-frame, bakkie-based SUV that leans into its ruggedness. With a 5-star ANCAP rating and a warranty covering 5-years or 200 000 km, the brand is attempting to remove the risk factor for buyers.
For the South African family that uses their vehicle to go off the beaten track—or needs to tow a ski boat to the coast without buying a German premium badge—the D90 presents a compelling argument. It offers ‘three-lock’ capability at a price point significantly lower than its Japanese rivals. Whether that is enough to shake up the segment remains to be seen, but the D90 has undeniably raised the bar for what buyers can expect from the 'affordable' full-size category.
Colin Windell for Colin-on-Cars in association with
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