The company's U.S. sales had dwindled to practically nothing. More importantly, the two models Isuzu currently sells stateside, the Ascender SUV and i-series pickup (both manufactured by General Motors), will no longer be built. Some Isuzu dealers had hoped that a surprise announcement for a new vehicle was in the works. But it was not to be. Instead, the company will focus on its commercial truck business, which is comparatively healthy.
Many Americans may be surprised to learn that the company was still selling vehicles in the U.S. It sold a mere 7,098 vehicles in the U.S. last year, compared with 91,483 in 1997 and 127,630 in 1986--its peak year for sales. Still, many fans will feel a nostalgic tug at the company's exit. The bold ads during the 1980s and 1990s, which featured Joe Leisure, the consummate stereotype of a car salesman, won the company notable visibility in a feverishly competitive market.
Sources: Los Angeles Times, AutoWeek, AP, USA Today, Isuzu
Photo: Isuzu
