Overview & Reviews

For now, Isuzu SUVs and trucks are all that you'll see at your local Isuzu dealer; it's been quite a few years since there's been an Isuzu car. The company's specialized lineup is more a function of circumstance than choice. In recent years, Isuzu has seen its share of hard times; a lack of funding for both new product investment and marketing has forced the company to rely heavily on its partnership with GM. Both of the models in its line are derived from existing GM products.

Isuzu, which means "50 bells," is the name of a river that flows through a province dotted with ancient Shinto shrines in Japan. The company's roots date back to 1916, when Tokyo Ishikawajima Shipbuilding and Engineering Company first decided to broaden its business to include automobile manufacturing. The company forged a technical union with the U.K.-based Wolseley Motor Company in 1918. Its debut licensed offering, the A9 car, soon followed, as did its first truck, the CP. By 1949, the company's name had been changed to the more succinct Isuzu.

In the postwar years, production of Isuzu trucks boomed. The company's vehicles played a significant role in Japan's reconstruction effort, and were used to ferry clothes, food and other essentials. In 1953, Isuzu rolled out the Hillman Minx passenger car, the product of a technical union with Rootes, a U.K. outfit.

The 1960s saw the launch of passenger cars like the Florian, the Bellett and the 117 Coupe, as well as trucks like the WASP. In 1971, Isuzu entered into a partnership with General Motors. The Gemini, released a couple of years later, was the first Isuzu vehicle to be produced from the pairing.

By the 1980s, Isuzu had landed on American shores. The Pup was the first Isuzu sold in the U.S. market. The Trooper, an SUV available in two- or four-door form, was introduced in 1983 and quickly became popular in that new market segment. The company entered into a joint venture with Subaru in 1987, a union that spawned the Isuzu Rodeo and the Isuzu Pickup. Less popular than the trucks were the cars, such as the dated I-Mark sedan and the handsome, Italian-designed Impulse sport coupe.

The company's sales were relatively strong in the 1990s, thanks in part to the increasing success of the Trooper, which by that time had grown in size and luxury. The Trooper was one of the models responsible for the massive popularity of the SUV vehicle category during that decade. In 1999, GM upped its stake in Isuzu to assume the role of majority shareholder.

The new millennium brought bad news, however. Previous bestsellers like the Rodeo and the Trooper were outclassed by newer, fresher competition, and sales plummeted. The Rodeo and the Axiom (a crossover SUV) were dropped from the lineup in 2004. Currently, Isuzu's lineup comprises just two vehicles — a truck and an SUV, both of which are based on GM products.

User Reviews:

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  My first SUV now I am in heaven - 2004 Isuzu Axiom
  By P Ray - May 2 - 10:00 am

  I thought SUVs were only for the rich. I just bought a Isuzu Axiom and I need a degree to learn all it does. It is classy, sporty and handles great. I used to have a Toyota Tacoma and the seats were important to me as if it isnt comfortable I am not going to want to stay in it for long and as most Southern California people know we do a lot of driving. It handles great, and I always know where I am going as it has the compus on the screen and temperture controlls. My sun glasses never get lost now because it is like a well orgainzed machine, with something for everone. Speaking for someone that gets hot flashes the tempurture controls are so great becau

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  Love it! - 2004 Isuzu Rodeo
  By sc rodeo - April 23 - 5:03 am

  My fourth Isuzu SUV. Bought it new in 04. This ride has given me more than my moneys worth. Ive always liked the looks, the performance and the reliability,- no unpleasant surprises. Predictable maintenance history and a compatible vehicle for rack systems, hitch systems, etc. Its flexible for carrying all sorts of cargo. Have put 112k miles on this thing and if it dies tomorrow, Im still be glad I bought it.

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  Great Car - 2003 Isuzu Rodeo
  By Lar - April 20 - 3:10 am

  We are in our early 60s and have enjoyed the Rodeo. We owned a 1995 Rodeo, also v6 and we got at least 8-11 MPG better than the 2003 model. My mechanic says that the 2003 engine is far more difficult to service but it is fly-by-wire in that there are no linkages, all electronic. We arent happy that the Rodeo has been taken out of production.

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  Cool Car - 2001 Isuzu VehiCROSS
  By Beavertractors - April 12 - 1:10 pm

  The VX is a cool car not just a SUV. Its 4 years old and I get asked all the time "Who is making this neat New car". Only 4,000 and change were made.

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  Great midsize SUV - 2004 Isuzu Ascender
  By Airport Guy - April 2 - 5:03 am

  Coming up on three years and this has been a great vehicle. No service issues at all. Nice style, great ride, roomy and comfortable interior, good equipment packages. Would definitely recommend!

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  Review - 2004 Isuzu Ascender
  By Jodie - March 21 - 10:00 am

  Love driving this vehicle.....Have had no problems with it....I would change some features in the interior, such as arm rest in the front seat areas, that is the only negative thing that I have to say about it.

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  Love My Isuzu! - 2004 Isuzu Rodeo
  By Sandra Munn - March 21 - 10:00 am

  I love the perfomance of my Isuzu Rodeo. It drives very smooth. Very comfortable and sporty. My vechicle is very reliable and I wouldnt trade it in except for another Isuzu Rodeo.

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  Frenchs Review - 2004 Isuzu Rodeo
  By John French - March 21 - 10:00 am

  The rear Passenger doors need to open wider. The seats needs more lumbar support and seat inclination needs adjustment. Mine, a 2003 Rodeo, needs a bigger console. My pistol barely fits in the console, let alone any extra mags or ammo. A/C works great! The suspension needs to be stiffer and upgraded before doing any off roading. Overall the Rodeo is an excellent product for the money.

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  I love my Rodeo! - 2001 Isuzu Rodeo
  By Rodeo01 - March 18 - 8:26 pm

  I bought a 2001 Rodeo LSE 4WD in 2006 with 135,000 km on it. I have had no problems whatsoever so far with it and love everything about it. Lots of room, great fun to drive, very stylish exterior, 21 mpg - which isnt really that bad for an SUV.

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  Trooper Fan! - 1999 Isuzu Trooper
  By TBrye - March 17 - 2:00 am

  Great vehicle. Second Trooper weve owned. Sorry to see the model discontinued. No desire to look at Ascender. Might as well go directly to GM if I want a TrailBlazer or Envoy