Filed under: Isuzu
CONFIRMED: Isuzu abandoning U.S. market
by John Neff on Jan 30th 2008 at 3:35PM 
Isuzu has officially announced that it's leaving the U.S. market and discontinuing sales of its i-Series pickup and Ascender SUV. Both vehicles are produced via a joint venture with General Motors, the i-Series being based on the Chevy Colorado/GMC Canyon pickups and the Ascender being a rebadged version of the Chevy Trailblazer. Reuters reports that it will cost Isuzu some $37 million to bug out, mostly in dealer buyouts and other move-related costs. Though the Japanese automaker will not be selling vehicles in the States, it will continue to provide parts for service. Its reason for leaving is basically that GM has no plans to replace the Colorado/Canyon and Trailblazer with models that Isuzu could rebadge, and the automaker has no plans to develop its own new models for North America.
Isuzu's sales have been extremely weak in the U.S. these past few years. Last year it sold just 7,906 units, down from 15,751 units in 2006. We can't say that we're crushed that Isuzu is leaving, although we do remember a time when Isuzu sold more than just trucks, back when the brand's image was shaped by a guy named Isuzu Joe (see commercial after jump). Remember the Impulse, Lotus-tuned Stylus (the last car sold by Isuzu in the U.S. from 1990 - 1993, and one we wouldn't mind owning ourselves), the wild VehiCROSS and sharply styled Axiom? Yes, we can remember better times for Isuzu in the U.S., but recent bad times have led the automaker to this decision. Farewell, Isuzu! Read Isuzu's official press release after the jump.
[Source: Reuters via Pickuptruck.com]
Gallery: 2008 Isuzu i-Series
Gallery: 2008 Isuzu Ascender
PRESS RELEASE:
Isuzu to End North American SUV Sales
Isuzu Motors Limited (President Susumu Hosoi; "Isuzu") has decided to end its North American SUV (Sport Utility Vehicle) new vehicle sales business as of January 31. 2009.
This decision to end the SUV new vehicle sales business was made because there are no forecasts for continuation of the SUV business through introduction of a next-generation vehicle model or a Isuzu-made model to replace the GM-OEM vehicle currently being marketed (Ascender and i-series pick-up trucks). The SUV parts and service business will continue.
Currently, Isuzu's North American business comprises the three businesses of CV (trucks), SUV and PT (diesel engines and components).
In the CV business, Isuzu Commercial Truck of America (ICTA) carries out sales primarily of light duty vehicle as N Series (ELF in Japan). In the SUV business, Isuzu Motors America (ISZA) carries out sales of OEM vehicle from GM, and in the PT business, ISZA carries out sales of industrial diesel engines and components. With this decision to end SUV operations, Isuzu's North American business will focus on the CV and PT businesses.
Isuzu's North American SUV business began with the establishment of American Isuzu Motors Inc. in 1980 (AIMI later merged with ISZA), and in 1999 sales surpassed 100,000 units annually. In 2002, Isuzu introduced GM-OEM vehicle. However, by 2007, the total number of units sold fell to around 7,000 units for the year.
In the CV business, Isuzu last year implemented measures to strengthen its North American sales structure as part of its efforts to strengthen cab over truck sales globally, and aided in part by the expansion of CV units sold in North America, in the mid-term management plan that commences this year, Isuzu is targeting overseas truck sales of 350,000 units.
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Reader Comments (Page 1 of 3)
Tool 3:40PM (1/30/2008)
There are a number of nameplates that are increasingly irrelevant in the US marketplace.
Schumpeter's Gale of Creative Destruction is in full force. Hold on folks. It's a good thing to cleanse the marketplace of brands that no longer make sense.
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Benfolio 3:47PM (1/30/2008)
About damn time.
Although I liked my '98 Hombre. Tough little truck with a better warranty than it's mechanical twin, the S-10/Sonoma.
But therin lies the problem. Selling re-badged GM trucks will only get you so far. It's a shame the Axiom, Vehicross, etc didn't take off. They were nice vehicles, if a bit... odd.
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Polly Prissy Pants 3:48PM (1/30/2008)
Tool is right, but I didn't even know Isuzu still sold cars in the U.S. Won't be missed.
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k.w.a 3:50PM (1/30/2008)
Isuzu abandoning the U.S market? I think the U.S market abandoned Isuzu.. a LONG time ago.
Funny though, my uncle works for an Isuzu dealership in Durham, N.C and I see a lot of them around that area. Are they still popular somewhere in the U.S? I live in the NE and the Midwest and I have yet to see ONE Isuzu
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Trent 4:11PM (1/30/2008)
One of the last places on earth to service my 98' rodeo, and its going to need some major service before too long, i can see the signs. 152k miles and counting....i'm scared.
Corey L 4:14PM (1/30/2008)
Don't worry, Trent. Just take it to a Honda dealer, and tell them it's a Passport :)
R 4:57PM (1/30/2008)
Cept 198k is nothing to a Honda.
Mr. Wiggles 3:51PM (1/30/2008)
So long, Isuzu. I'll miss you.
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Mercury Fan Forever 3:52PM (1/30/2008)
I can't think of the last time i saw an Isuzu on the road.
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Tom Paul 3:53PM (1/30/2008)
http://www.stage6.com/user/dadslife/video/1511823/Joe-Isuzu-and-the-1987-Impulse-Turbo
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Pat 3:54PM (1/30/2008)
Farewell ... I once owned a 91 Isuzu P'Up ... Great memories from my early adult years.
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Zerk 3:56PM (1/30/2008)
Isuzu has been actively recruiting and adding new dealers as recent as 4th quarter of 2007.
No sense at all.
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Bryan 8:13PM (1/30/2008)
Yes, that's actually very true. They have approached an old dealer I worked at and tried to get us to switch numerous times. I'm suprised they were so active then POOF, we give up.
Playdrv4me 4:07PM (1/30/2008)
And to that end, why on earth would you WANT to BECOME an Isuzu dealer this late in the game?
It's like taking on a Mercury Franchise... useless. Well, I guess that's why you can't really take on Mercury alone anymore, you need to at least take Lincoln as a package deal.
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Juan 4:07PM (1/30/2008)
My old Trooper rocked. A real utility vehicle. Nothing sport about it.
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Bryan 5:21PM (1/30/2008)
Love my '98 Rodeo. It hardly ever breaks, but when it does its expensive. This has been a long time coming.
Franz 4:08PM (1/30/2008)
Troopers were tough. Boxy, ugly vehicles but tough nonetheless. I have fond memories of going road tripping with friends after high school: It was my friend's father's truck and he got us lost after claiming to know his way through "roads" near the Blue Mountain range in Jamaica. After running out of diesel miles away from any real roads or civilization, the only thing we had access to was kerosene. Some locals were kind enough to give us some and that sucker fired right up and we made it to the next gas station.
Since then, I've always had a soft spot for the ugly little SUV.
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jgp 4:24PM (1/30/2008)
I'm not surprised. At all.
It's too bad, really. I remember when Isuzu had some presence in the US. I always had a soft spot for the Impulse. The Axiom was the best-looking truck-based SUV out there. The Trooper was a capable vehicle.
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John 4:31PM (1/30/2008)
I was so in love with the original Impulse back in high school. The second generation (clone of Geo Storm) was bleah, but that first one had fantastic styling that stayed fresh for years and years longer than the competition.
A girl I knew got one and we were all so starry-eyed over it's unusual features, like the control pods on either side of the steering wheel, etc.
Joe Isuzu (not Isuzu Joe) was an icon in the 80's. It seemed like he was always turning up on the late night shows and such.
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Luis 6:17PM (1/30/2008)
I remember that! That was a great little car...