It’s possible you remember the LUV, a small pickup truck sold by Chevrolet in the Early- to mid-Seventies. The Isuzu-built LUV sold in surprising volume, especially in California, and competed directly with Ford’s similar-size Courrier, which was built in Japan by Mazda.
1989 Isuzu Amigo: Favorite car ads
In addition to building cars and SUVs for other carmakers, Isuzu sold a small lineup of vehicles i the U.S.–small coupes, sedans, and SUVs—under the Isuzu banner between 1981 and 2008, Among the most-popular models sold in U.S by the Japanese carmaker were the 4-door Rodeo compact SUV, and a plucky short-wheelbase variant of the Trooper dubbed Amigo.
Unlike the more practical, family-friendly Rodeo, the Amigo featured a removable fabric rear roof section giving the little Isuzu a convertible-like silhouette. Amigo was offered in 2-wheel drive and 4WD configurations, and was, according to contemporary reviews, quite capable off road.
The ad seen here depicts the Frankenstein-like melding of a Rodeo with the maker’s sporty Impulse coupe. The result, of course, was the Amigo. Yet, despite its rugged good looks, and compelling base price, the Amigo never sold well. Between 1989 and 1994, Isuzu retailed just under 50,000 units,
A freshening for 2001 came with a rebranding. The Rodeo Sport, as the little truck was now called, was now available with a hardtop body, and a V6 engine, Still sales languished, and the 2-door Rodeo variant was discontinued after 2003.
One might have assumed that as a low-cost alternative to the Jeep Wrangler, the Amigo/Rodeo Sport would fund an audience, but it never did. As for Isuzu, the company pulled out of the U.S. after the 2008 model year.
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Isuzu Amigo Pictures
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