Sonic, the SEGA star hedgehog, has chosen a strange vehicle to challenge Robotnik

Isuzu and Sonic come together in a partnership that associates two iconic figures from their respective fields.

On one side, Isuzu, a Japanese manufacturer founded in 1916, known for its trucks and pickups, including the D-Max. On the other hand, Sonic, an emblematic character from the video game universe, first appeared in 1991 on SEGA consoles. Sonic quickly became a cultural icon with games, animated series, and films.

The partnership, between Isuzu and Paramount Pictures, coincides with the release of the film “Sonic 3,” scheduled for Wednesday, December 25, 2024. Under the campaign titled « Ready to Level Up », this project aims to promote both the film and the new version of the D-Max pickup, expected in early 2025. The slogan reflects the shared values of the two entities: adventure and performance.

Isuzu has a long history in designing utility vehicles. The D-Max is built to adapt to various environments, whether demanding work sites or outdoor activities. Sonic, meanwhile, is known for its universe centered on speed and energy, where the character overcomes obstacles through dynamic and colorful levels. These common points explain the relevance of this partnership.

This partnership supports the launch of the new D-Max and expands the Sonic universe through its third film. A clever product placement that appeals broadly to off-road vehicle enthusiasts and pop culture fans alike. Our dear blonde heads are, of course, not targeted, but who knows… Some parents will have to explain to their children why they don’t drive their hero’s 4×4 every day.

READ ALSO: Miraculous Ladybug drives for Volkswagen