Isuzu has renewed its partnership with the Green Lane Association (Glass) for a second year, continuing to promote responsible off-roading and countryside access across the UK.

The collaboration sees the two organisations working together on social media campaigns, dealer engagement, and shared appearances at outdoor shows, all with the goal of encouraging drivers to enjoy green lanes without damaging them.

Isuzu’s D-Max has long been a pickup of choice for rural users, many of whom use unpaved routes as part of their daily work. Glass, meanwhile, exists to protect those same routes — formally known as unsurfaced, unclassified roads — by promoting best practice and keeping enthusiasts on the right side of both the law and landowners.

Isuzu D-Max on green lane

During the first year of partnership, Isuzu supported Glass through its digital channels and dealer network, while joining the Association for a series of green-lane journeys across the UK. The brand also appeared in the twice-yearly Glass Magazine and at major off-road events, where both parties encouraged drivers to follow the Association’s Drivers and Riders Code of Conduct.

That code focuses on four guiding principles:

  • Be Legal – only drive on rights-of-way and obey restrictions.
  • Be Wise – check the weather, route width, and vehicle weight to avoid damage.
  • Be Eco – stick to defined tracks, respect wildlife, and leave no litter.
  • Be Good – act as ambassadors for responsible driving, keeping speeds and noise down.

Glass director Tristan Craddock said the partnership has been “incredibly positive,” adding that Isuzu’s involvement has helped reach new audiences of responsible off-roaders.

George Wallis, Isuzu UK’s head of marketing, said: “This partnership shows that 4×4 adventure and responsibility can travel side by side. Together, we’re showing that off-roading doesn’t have to cost the earth.”

Isuzu has also been keen to link its environmental credentials with the collaboration. The company recently picked up a sustainability award, and its forthcoming D-Max EV promises to take green laning literally, with zero tailpipe emissions and near-silent running.

Phil Huff
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