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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  This truck rocks! - 1998 Isuzu Rodeo
  By Sam Handy - October 16 - 10:00 am

  I bought my truck used last November and have had it now for about 6 months. I love the truck, it handles nice, looks good and is very comfortable, plus the chicks dig it! The only problem Ive had is that it burns about a quart and a half of oil every 3000 miles. I only have 40000 miles on it. A little high but Ive heard its common with the Rodeos. Otherwise, the truck is a lot of fun and I plan on keeping it for a very long time.

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  Isuzu Axiom - 2002 Isuzu Axiom
  By Axiom_Owner - October 16 - 10:00 am

  Outstanding car. Still not seen on the streets too much, which is great. Excellent ride and very good power with a car this size. The value with the features that are standard on this car are top class. Many many small things that you have to pay as extras in other cars. We really love this car and its a major step away from the Rodeo.

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  Much better than I originally thought. - 1999 Isuzu Trooper
  By Pyric - October 12 - 6:10 pm

  At first I did not like the Trooper at all. The body roll felt extreme and the acceleration felt weak. However, I found that this was an illusion. The suspension is actually tighter than it feels, so even though the roll is excessive at 30 mph, it does not roll much more at 60. As for the acceleration, the ride is so smooth that it feels slow, but it has nor problem getting a jump on traffic or climbing a hill. As for off-road and bad weather, it performs better than any Ive ever driven.

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  Lota Bang for the Bucks - 2002 Isuzu Axiom
  By rcopa2 - October 7 - 10:00 am

  You sure get alot for the money. The interior is great, lot of nice touchs. Excellent fit and finish. Feels and looks well put together. Its just loaded with features, feels like a high end suv. Its even got a full alloy spare. I really like all the stainless and chrome touchs inside and out. Its not for everyone but I am really enjoying this Isuzu.

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  Reliably Different - 2002 Isuzu Axiom
  By T Murray - October 7 - 10:00 am

  Does not look like other SUVs which I prefer. Over 30K Miles and not one problem of any type. Cross country trip in winter 2003 Seattle to Boston averaged 21.4 mpg on reg gas with car loaded to max. Torque on Demand 4 wheel drive system great in Ice and snow. Wife commuted in Boston winter weather in 04 without a problem. Dual mode suspension great for freeway flats or in the mountains. Went from a Mitsu Montero to Axiom for better milage and performance and like the size better. No recalls no problems, decent milage for 4 wheel drive. What more can I ask for. Definitely under-rated by writers.

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  A Great Small SUV - 2002 Isuzu Axiom
  By dharley - October 5 - 10:00 am

  I bought my Axiom 2 months ago and absolutely love it and the dealership was fabulous!

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  Perfect SUV for us! - 2002 Isuzu Rodeo
  By Emily - October 5 - 10:00 am

  What are the folks at Edmunds.com talking about?! My husband and I went SUV shopping months ago, and the Rodeo by far is still a great bargain, costing thousands less than competitors. I absolutely love my SUV, and although we dont have kids yet, we still use the versatility of this SUV. I wanted a 4Runner initially, but it was a ripoff, and cramped. THIS is the SUV to buy!

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  Ascender the Undiscovered Gem - 2003 Isuzu Ascender
  By her suv - September 22 - 2:00 am

  If you are looking for a large SUV to transport 7 adults comfortable while riding in the lap of luxury, then the Ascender is for you. The exterior and interior designs are well defined and impressive. This SUV does everything but brew your coffee in the morning. The mileage is very good, I am averaging 18.5 in city driving. The warrantees on the Ascender are better than almost all other large SUVs.

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  Good Value - 2005 Isuzu Ascender
  By Edwin Lowe - September 10 - 2:26 am

  We have had it 2 months so the story still remains to be told, but we bought it because of the superior longevity and performance of our former SUV, an Isuzu Trooper. So far we have been thrilled with the Ascender. It was more reasonably priced and better warranty than other 7 passenger SUVs we priced.

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  Great Value for the Money - 2002 Isuzu Rodeo
  By HENRY - September 3 - 10:00 am

  Fun to drive and it has a lot of power, especially if you press the "Power" button. Appears to be a bit smaller than my 1994 Rodeo, especially in the back.