Persistence, professionalism and an unwavering commitment to customer service have propelled Blacklocks Isuzu’s Richard Pineros to the top of Isuzu Australia Limited’s (IAL) prestigious Team Elite program, with the Wodonga-based Sales Consultant named the 2025 National Champion Sales Consultant.
For more than 25 years, Isuzu’s Team Elite program has recognised and rewarded excellence across the brand’s national Dealer Network, highlighting the outstanding calibre of sales, service and parts professionals representing Isuzu customers throughout Australia.
Designed to foster continuous improvement and industry-leading customer care, the National Champion component of the Team Elite program sees three finalists tested across a broad range of disciplines including product knowledge, sales capability, customer service and business support.
Alongside Mr Pineros, this year’s finalists also included Ben Deane from Dwyers Truck Centre in Wollongong and Jacque Semerjian from Patterson Cheney Isuzu in Melbourne.
Isuzu’s Team Elite program remains one of Australia’s longest established and respected customer excellence assessments.
For Mr Pineros, the prestigious national title marks the culmination of close to a decade of dedication and steady progression and development through the competition ranks.
“It’s amazing,” he said.
“To be honest with you, it’s something I’ve been working hard for over the past 10 years.
“Winning this award is not just a feeling of achievement and pride, but also a feeling of relief in a sense.
“I work hard to provide solutions for my customers, and I’ve really focused on delivering the best customer service possible - this is paramount to me.”
\n \n
\n \n
\n
\n
\n\n 'I’ve really focused on delivering the best customer service possible.'\n \n
Customer first
IAL Head of Sales, Craig White, said the Team Elite program continued to play a critical role in developing high-performing dealership professionals across the Isuzu network.
“The Team Elite program reflects Isuzu’s ongoing commitment to excellence across every aspect of the customer experience,” said Mr White.
“Our Dealer Network is one of the great strengths of the Isuzu brand and people like Richard embody the professionalism, product knowledge and customer-first attitude that Australian truck buyers value so highly.
“Richard has consistently featured amongst our top three salespeople for several years now and has demonstrated exceptional consistency throughout the competition process.
“This is no small feat considering Isuzu Trucks has been the number one selling brand in the Australian truck market for 37 consecutive years.
“To be crowned the ‘best of the best’ in such a competitive environment is really something to savour.”
\n \n
\n \n
\n
\n
\n\n All smiles: Richard and wife Hannah at the recent awards Team Elite Gala awards in Melbourne. \n \n
Tough competition
A highly competitive national program, Team Elite National Champion event challenges participants across multiple areas of technical and practical knowledge, rewarding individuals who consistently demonstrate the highest standards of sales and customer engagement.
For Mr Pineros, competing against previous finalists and experienced sales professionals only strengthened his determination to improve year after year.
“Competing against seasoned sales professionals like Shane Hilder (Webster Trucks) and Josh Tuddenham (Westar Trucks) over the past few years…it’s all about learning from my mistakes and watching what they’ve done well and seeing how I can apply it myself,” he explained.
“I always ask myself, ‘What can I improve year on year?
\n \n
\n \n
\n
\n
\n\n L-R: CEO Andrew Harbison, Richard Pineros, outgoing CEO Takeo Shindo and Head of Sales Craig White.\n \n
The right people
Representing Wodonga-based Blacklocks Isuzu in regional Victoria, Mr Pineros said the strong culture within the broader dealer group had played a major role in his development and success.
“Through our Dealer Principal, Michael Dixon, they’ve always offered every support and I feel thankful for having that.
“Michael is always encouraging us and helping us improve our day-to-day here at the dealership and there’s been a wealth of experience that I’ve been able to tap into since day one.”
\n \n
\n \n
\n
\n
\n\n Richard in action at the recent Sales Champion competition. \n \n
Continuous learning
Beyond the award itself, Mr Pineros said his journey into the Australian truck industry carried personal significance.
Having arrived in Australia from Colombia in 2007 with limited English and no prior industry experience, he credits hard work, continuous learning and surrounding himself with the right people as key drivers behind his success.
“I started in the industry with no experience at all,” he said.
“It’s about always excelling in everything you do and learning from the people around you.
“I came to the country in 2007 with zero English, but the beauty about Australia is, if you work hard, there’ll be a reward. I genuinely believe that.”
\n \n
\n \n
\n
\n
\n\n \n \n
Better outcomes
Mr White said stories such as Mr Pineros’ highlighted the broader value of the Team Elite program and the culture underpinning the Isuzu Dealer Network nationally.
“Richard’s story is a fantastic example of what dedication, professionalism and customer focus can achieve,” said Mr White.
“Programs like Team Elite are about recognising excellence, but they’re also about fostering a culture of continual improvement and creating better outcomes for businesses across the country.
“We congratulate Richard on a thoroughly deserved result.”