Isuzu is renowned as the world’s leading manufacturer of medium to heavy-duty trucks. The company’s history demonstrates a lack of interest in small vehicles.
Back in 1916, Tokyo Ishikawajima Shipbuilding and Engineering Co., Ltd. joined forces with Tokyo Gas and Electric Industrial Co. to venture into automobile production. In 1918, they collaborated with England’s Wolseley Motor Company to create their first model, the A-9 Wolseley. Following this, in 1922, Isuzu introduced its first truck, the CP. As time passed, Ishikawajima Automotive Works merged with DAT Automobile Manufacturing in 1933 and subsequently changed its name to Automobile Industries Co., Ltd.
In 1934, the Minister of the Ministry of Commerce named the truck Isuzu, derived from the name of a river in Japan, meaning “fifty bells.” By 1949, the company adopted the name Isuzu Motors Ltd as its official title.
Isuzu Motors Ltd
Through collaboration with England’s Rootes Group, Isuzu produced the Hillman Minx passenger car in 1953. Their partnership with GM began in 1971, marked by a capital agreement. As a result, Isuzu’s first truck assembled in the United States, the Chevrolet LUV, hit the market in 1972. The company continued its collaboration with GM by producing the Gemini model in 1973, sold in the U.S. under the Opel brand (a subsidiary of Buick).
Hillman Minx
By 1981, Isuzu had established a strong foothold in the U.S. market. The Isuzu P’Up, the first model marketed under the Isuzu brand rather than Chevrolet or Buick, represented the company’s breakthrough success in both civilian and commercial vehicles.
Isuzu P’Up
An alliance with Subaru commenced in 1987, and soon after, Isuzu’s assembly plant in Lafayette went into operation. As of 1993, Isuzu ceased exporting its last model in the American market, the Stylus (also known as the Geo Spectrum). The following year, Isuzu and Honda initiated a vehicle exchange program. Isuzu began supplying the Honda Passport (Isuzu Rodeo) and the Acura SLX (Isuzu Trooper), while Honda shared assembly technology with Isuzu for the Honda Odyssey (Isuzu Oasis).
By 1996, Isuzu’s sales surged in the U.S. market, and the highly popular Amigo model staged a comeback.
Isuzu Amigo
In 1999, GM increased its stake in Isuzu to 49% and gained control of the company. During this period, Isuzu launched the VehiCROSS model to mixed reviews. Despite its unique design and stylish 2-door appearance, the VehiCROSS failed to meet market demand due to its high price. However, it did make an appearance in the 2000 film “Mission to Mars”.
In 2001, Isuzu hired Joe Isuzu, a well-known sidewalk salesman famous for his exaggerated claims, to promote the new Axiom model. However, Isuzu’s sales declined sharply due to outdated models like the Rondeo and Trooper, weak management, and a lack of support from GM. As a result, Isuzu renamed the 2-door convertible Amigo as the Rondeo Sport to associate it with the popular 4-door Rondeo model.
Isuzu Rondeo Sport
The early 2000s proved to be a challenging period for Isuzu, as sales in domestic and international markets plummeted, leading to the discontinuation of certain models. In 2006, Toyota acquired a 5.9% stake in Isuzu, and the two companies focused on joint research and development of products, including the production of diesel engines, exhaust control systems, and other environmentally friendly technologies.
On January 30, 2008, Isuzu announced its complete withdrawal from the U.S. market, effective January 31, 2009. This decision was primarily driven by a sharp decline in Isuzu’s sales, coupled with GM’s plan to replace Isuzu-branded models, including the GMC Canyon/Chevrolet Colorado and Chevrolet Trailblazer, with new models.
Across most countries in Europe, Asia, and Africa, Isuzu is chiefly recognized as a truck manufacturer. The introduction of small-sized vehicles to these markets resulted in a rapid decline in sales. Consequently, Isuzu ceased production of sedans and compact models in the late 1990s.
The Dat Th? (Source: PL&XH/Compiled)
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