Japanese carmaker Isuzu has a long history in the U.S., though its time producing and selling passenger vehicles in the States was relatively short. Isuzu’s presence in America was bolstered considerably by partnering with General Motors, cooperating on the production of small vehicles, commercial trucks, and diesel engines. Though Isuzu abandoned the U.S. consumer market in 2009, the company still makes and retails medium-duty trucks here.
Isuzu: Forgotten Car Brands
Here’s a brief history of Isuzu in America:
The Seventies
Isuzu’s U.S. presence dates to the early Seventies via an alliance with General Motors. In 1972, GM took a stake in Isuzu (around 34 percent), and began importing a small pickup truck from the company, sold here as the Chevrolet LUV (Light Utility Vehicle).
Isuzu vehicles were also imported for sale by other GM divisions, as were engines and drivetrain components.
The Eighties
In 1981, Isuzu began selling vehicles under its own name in the U.S., starting with the P’Up (Pick UP) small truck—essentially the rebadged successor to the LUV—as well as models such as the Impulse sporty coupe.
In 1984, Isuzu Truck of America was founded, and the first commercial low-cab-forward (LCF) truck, the KS22, was imported to the U.S. These maneuverable diesel trucks quickly gained popularity with fleet operators. New for ’84 was the Trooper midsize SUV.
In 1986, Isuzu became the #1-selling LCF truck brand in America, a position it has held continuously for decades, delivering more than half a million units over time. Around this time Isuzu Commercial Truck of America (ICTA), headquartered in Anaheim, California, was formed.
The Eighties were also marked by the company’s amusing “Joe Isuzu” ads, featuring actor David Leisure. And let’s not forget the short-lived Isuzu-built Chevrolet Spectrum.
The Nineties
Isuzu also collaborated with Subaru on a joint-venture manufacturing facility in Lafayette, Indiana (Subaru-Isuzu Automotive, or SIA), which began production in 1989. Subaru would go on to gain complete control of the plant in 2003, and continues to build vehicles for U.S. sale there to this day.
Into the Nineties, Isuzu focused on trucks, SUVs, and light commercial vehicles, benefiting from General Motors and later Honda partnerships. Passenger SUVs like the Rodeo, Trooper, and later the Amigo (a smaller 2-door model) were briefly popular. The quirky VehiCROSS rugged 2-door SUV was also popular, and enjoys an enthusiast fanbase today.
In 1993, Isuzu stopped selling most of its home-grown passenger cars ( Impulse, Stylus). It partnered instead with Honda, rebadging its Rodeo midsize SUV as the Honda Passport and its midsize Trooper SUV as the Acura SLX, while selling a rebadged Honda Odyssey minivan as the Isuzu Oasis. The Oasis is an especially rare sight today.
In 1996, Isuzu sales in the U.S. peaked with the introduction of the Hombre pickup truck (a clone of the Chevrolet Colorado).
After 2000
Isuzu would go on to sell the home-grown Axiom (2001–2004) SUV, which featured the first gasoline direct-injection engine retailed in the U.S.
Isuzu would later sell rebadged GM trucks in the States, including the Ascender SUV which was based on the GMC Envoy, and the i-Series pickup truck, which was based on the Chevrolet Colorado.
Passenger-vehicle sales decline
With an aging product line comprised mostly of vehicles built by General Motors, and facing intense competition in the U.S. from other Japanese carmakers, including Toyota, Honda, and Nissan in the SUV and truck segments, sales declined sharply.
Wrapping things up
On January 31, 2009, Isuzu discontinued all passenger vehicle sales in the U.S. The last models included the Ascender and i-Series.
Diesel Engines
Isuzu has supplied diesel engines for use in U.S.-market vehicles since it first began operating Stateside. For a number of years, the LUV pickup truck was made available with an Isuzu-assembled diesel engine.
Through a joint venture with General Motors dubbed DMAX, Isuzu supplied the Duramax diesel engine found in HD Chevrolet Silverado and GMC Sierra variants. In 2022 GM purchased Isuzu’s stake in the business, continuing to build the popular engines without Isuzu’s involvement.
Commercial Trucks
Isuzu is still active in the American-market commercial sector, offering class 3-6 trucks mostly to fleet operators. Isuzu builds trucks at a facility in Charlotte, Michigan, and is planning to build an additional factory in Greenville, South Carolina.
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