Thanks to You, Isuzu No Longer Makes Cars

"-Amateur" (amateur) 09/23/2013 at 10:13 • Filed to: None

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Small lightweight cars with FWD, AWD, RWD and turbo flavors with styling penned by renowned designer Giorgetto Giugiaro and handing tuned by Lotus. Wake up America, Isuzu cars died and we have its blood on our hands.

This wedge sliced design first saw the world in 1979, fast tracked for production in 1980. It looks damn good for a car hailing from 1979. It was called the Impulse in the U.S. and the Piazza everywhere else. It was RWD and Isuzu even went out of its way to give the U.S. a bigger 2.3L 4 banger standard over the 2.0L everyone else got. Sure it only had 110 hp with 127 lb ft of torque, but there's a solution to that...stick a turbo in it. The 4CZ1 had a 2.0L turbo cranking out 148 hp and 166 lb ft in its final form.

Lotus rolled up its sleeves with a shotgun at their backs. The corporate mega-giant GM owned Isuzu and Lotus (by takeover, forcing a buyout of Toyota's remaining shares in Lotus) and at this point in 1988, put Lotus to work tuning the cars Isuzu made.

The original Impulse lived a healthy life of 10 years..which is like a million car years, not accounting for wind direction. Time for a successor to take the mantle...A smaller FWD/AWD combo hitter.

The car had slick European styling, weighed 2411 lbs in base form or 2732 lbs in RS AWD variety. RWD went away courtesy of GM telling Isuzu to make the car using their R-body "world" platforms. Isuzu hailed to their American overlords and made it happen. The original FWD base was whored out simultaneously as a GEO in the same U.S. market for no apparent reason.

Isuzu said, "Screw it, I'm making meth" and rolled out the AWD RS. This welterweight had McPherson struts on all fours, with a rigid trailing arm front suspension and a multi-link rear. The Turbo 4XE1 made a hearty 160 hp/ 150 lb ft and only existed for a single year in 1991. Zero to sixty was a respectable 7.0 seconds and only 800 were produced.

Want a wagon trim? Isuzu's got you bro with their wagon back trim. I'd daily drive the living hell out of that!

GM's pillaging lust was insatiable at this point. They took the Isuzu engine and crammed it in its attempt to revive the Lotus Elan, with the Elan M100.

Isuzu was eventually asphyxiated by GM. GM has been calling the shots at Isuzu since 1985, never allowing it to realize its full potential as GM didn't want Isuzu cars to compete against their own line of compacts in the U.S. Ironically, Isuzu was the first car manufacturer of Japan and in 1993, Isuzu withdrew from the U.S. car market, as with any hopes of making cars ever again.

Isuzu was still being pilfered after death with their transmissions being used in Chevrolet Cavaliers, Berettas, Corsicas, and Sunfires. Isuzu eventually exclusively made SUVs and trucks at GM's command. By make trucks, I mean rebadge a GM Colorado, S10, and a GMC envoy.

Pretty sure that's an S-10 bro.

It wasn't until 2002 that Isuzu started fighting back to regain what's left of their company, by reducing GM's 49% stake to a mere 12% as they fight tooth and nail to buy out GM's shares.

2009 saw Isuzu completely pulling out of the U.S, trucks and all.

GM was in talks to continue their partnership for another 5 years, but they failed. Can you really blame Isuzu?

photo credits go to their respective owners

GhostZ > -Amateur 09/23/2013 at 10:24

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The problem with most Isuzu's that I saw wasn't that they made bad cars, but that their cars were consistently sub-par to the competition. There was always a better looking car with better performance and better pedigree for less money. There were tons of FWD/AWD coupes (Eclipse, Civic, Celica) for sale alongside the Isuzu, and it got very hard to justify the Isuzu's sales.

GM's gut-ripping and corporate bullshit doesn't help much at all either. Thank god Lotus got bought and put on life support after they had their way with its spine...

-Amateur > GhostZ 09/23/2013 at 10:35

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ahhh, the 90's was a great decade. Slick, well priced sports cars were a dime a dozen then.

GhostZ > -Amateur 09/23/2013 at 10:37

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Seriously, cheap sporty coupes were offered in RWD or AWD version pretty much everywhere except for Honda, who did FWD and did it really well . It was that awkward period between the technological advances of the 80s and the heavy regulation of the 2000s. I think it's an under-appreciated automotive decade and actually starting to become rather classic.

Also, great post.

-Amateur > GhostZ 09/23/2013 at 10:40

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Thanks, I do it for the children!

GhostZ > -Amateur 09/23/2013 at 10:42

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IDriveASaabAndNobodyIsToBlame > -Amateur 09/23/2013 at 10:57

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I like thes e headlight, I really do..

Jay_Hoff > -Amateur 09/23/2013 at 10:57

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Coolest thing about the Impulse.

Ratchet when he's all hopped up on synthetic energon > -Amateur 09/23/2013 at 10:57

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Isuzu was eventually asphyxiated by GM. GM has been calling the shots at Isuzu since 1985, never allowing it to realize its full potential as GM didn't want Isuzu cars to compete against their own line of compacts in the U.S

And how does that relate to your title indicating that what killed Izuzu was us?

Der Sportwagoner > -Amateur 09/23/2013 at 10:59

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No mention?

Scrape > -Amateur 09/23/2013 at 11:04

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Let us not forget that they made what pretty much everybody is clammoring for the Big 3 to make, and they made it all the way in the 80's. I am of course referring to a compact diesel pickup. You can still find them on the road, and nice ones command quite the price.

They still make diesel pickups, so maybe they could come in and do what Mahindra was trying to do selling real cheap small diesel pickups.

and 100 more > -Amateur 09/23/2013 at 11:05

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Nothing about Isuzu's successful pairing with Honda to create the Rodeo/Passport twins?

 > -Amateur 09/23/2013 at 11:06

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And nothing of value was lost.

Combo1234 > -Amateur 09/23/2013 at 11:08

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It's this guys fault.....

-Amateur > Ratchet when he's all hopped up on synthetic energon 09/23/2013 at 11:08

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Well, U.S. GM horribly mismanaged them and ruined their chances of being awesome; hence America practically left Isuzu Japan for dead. Secondly, its your fault for not buying an Isuzu car lol. You are an accessory to their death.

SpecB56 > -Amateur 09/23/2013 at 11:09

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I test drove and nearly bought the '91 RS AWD when I was 17. My older 'smarter' uncles convinced me that a Celebrity wagon was a much better choice. Needless to say, I don't listen to their advice anymore.

-Amateur > and 100 more 09/23/2013 at 11:10

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I was trying to keep the focus on just the cars this go around. I had to resist putting their Vehicross on here and I definitely made sure Joe Isuzu didn't make a cameo!

M54B30 > -Amateur 09/23/2013 at 11:11

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I always liked Isuzus. Sad that they're gone.

Marty Graw > -Amateur 09/23/2013 at 11:14

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My fondest memories of Isuzu were the Joe Isuzu commercials. As a child I found these amusing, had I been an adult at the time, I'm not sure these ads would have motivated me to visit a dealership. Blame GM all you want, I believe their lack of love in the US was a marketing problem.

JimSlade > -Amateur 09/23/2013 at 11:14

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Isuzu pulling out was the 2nd biggest pull out disappointment of my life...followed by prom...senior year...

ok...i kid...but on a serious note...Isuzu made great cars for the 80s and 90s...nothing wrong with that AWD version...and I actually drove a Pulsar for a time. Not bad...all things being equal.

Audio Tachometer > -Amateur 09/23/2013 at 11:15

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I have a little more respect for Isuzu now. They did make decent big trucks though.

cosmicspeed > -Amateur 09/23/2013 at 11:16

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EAGLE next please!

Bucc-i knows secret Kinja-Jitsu! > -Amateur 09/23/2013 at 11:16

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Hey, don't look at me. It's not my fault! And I have the money right here to prove it!
Trust me! You have my word on it.

Jays81DMC > -Amateur 09/23/2013 at 11:17

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Go-Go Gadgetmobile!

Eyaare > -Amateur 09/23/2013 at 11:18

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"By make trucks, I mean rebadge a GM Colorado, s10 and GMC Envoy."

Putting aside that you treat GMC like it isn't GM.... is this really what you remember them for? I've never seen this pictured car in my life. And the only reason I even know what an Ascender is is Wikipedia. Don't know what an Ascender is? You've probably never seen one. That's the Isuzu Envoy.

I have seem numerous Isuzu Troopers. I've seen a great many Isuzu Rodeos, and a few Honda Passports.

You make it sound like GM took a car brand and just went "fuck you sell our trucks." Isuzu made trucks for a while. Shit, they got the ball rolling on small American pickups with the LUV that Chevy decided to take. They made the Axiom and VehiCross, which I could only see a company big into SUVs making, and one of the only things they still make is their Panther SUVan.

-Amateur > Der Sportwagoner 09/23/2013 at 11:18

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The focus was on the cars, so regrettably I had to steer away from the awesome polarizing Vehcross. Got to hand it to Isuzu to make something as crazy as this!

Atomic Buffalo > -Amateur 09/23/2013 at 11:20

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Where were you ten years ago when there were still Isuzus in save-able condition?

Also, congratulations on writing an article about Isuzu and never mentioning Joe.

Also, "Isuzu said, 'Screw it, I'm making meth' and rolled out the AWD RS. This welterweight had..." — I see what you did there, walterwhite.

Also, how great was car ad copy back then?

the7thearlofgrey > -Amateur 09/23/2013 at 11:21

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it's not Joe's fault

Triborough > -Amateur 09/23/2013 at 11:22

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GM ruins everything.

Coalman > -Amateur 09/23/2013 at 11:22

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No mention of the the deal with Honda/Acura on re-badging the Rodeo & Troopers? Actually no mention of the Rodeo or Troopers at all.

TylerLinner > -Amateur 09/23/2013 at 11:27

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This is why we can't have nice things. I remember seeing Geo Storms everywhere ten years ago, but never an Impulse. Were Impulses even sold in the US?

-Amateur > Atomic Buffalo 09/23/2013 at 11:27

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An eye witness sketch of Isuzu's chief engineer:

IvanSam > -Amateur 09/23/2013 at 11:29

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My first car was a used '88 Isuzu I-Mark. It went 0-60 in about three days. It broke down numerous times, usually on trips going home from college. The tape player ate up numerous cassettes. The radio got crappy reception. On the plus side, me and my friends had a lot of fun times in that car. And I could fill half a tank with a five bill, but then again, gas was a buck a gallon then.

gloriapalmer > -Amateur 09/23/2013 at 11:34

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!!! UNKNOWN CONTENT TYPE !!!

Shinji F > -Amateur 09/23/2013 at 11:34

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I never had a perfect experience with an Isuzu, I would always would get the ones with busted heads or headgaskets.

 > -Amateur 09/23/2013 at 11:36

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And nothing of value was lost.

-Amateur > SpecB56 09/23/2013 at 11:37

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*cringe*

-Amateur > JimSlade 09/23/2013 at 11:40

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Scaggnetti > -Amateur 09/23/2013 at 11:41

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Say what you want, the Vehicross was all win

WimpyDeer > -Amateur 09/23/2013 at 11:42

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My very first car was a 91' Impulse. I miss that car to death. It met it's unfortunate end due to my young inexperienced driving, and I regret it to this day. I will pick up another one (hopefully an RS) sooner or later. They pop up on CL in my area about once or twice a year.

mad.anthony > -Amateur 09/23/2013 at 11:43

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I wish white cars with white wheels was still a thing.

-Amateur > TylerLinner 09/23/2013 at 11:45

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They were. I know because I actually owned a black 1992 Impulse XS. They were hard to find back in 2008, and I imagine even harder today!

MentalMechanic > -Amateur 09/23/2013 at 11:48

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Having owned an Impulse Rs I can tell you that perhaps what killed Isuzu the most was lack of available parts. Today good luck getting a rear hub for an Impulse RS and you basically had to have an entire star head set to work on it and if I remember correctly they used a weird thread pitch as well. I loved the look performance and overall car but working on one killed any fun.

dogisbadob > -Amateur 09/23/2013 at 11:48

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Fuck GM for killing Isuzu. We shou8ld not have bailed them out. I want an Impulse Turbo and/or an M100

-Amateur > WimpyDeer 09/23/2013 at 11:49

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I had a '92 Impulse XS, and those cars were a blast to drive. Lotus did a fine job with the suspension tuning...it was perfect the way it was! It was also sweet that the Impulses had the close ratio 5 speeds.

JimSlade > -Amateur 09/23/2013 at 11:53

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HAHA...i'm glad you caught that!

MiddleAgedAngryGuy > -Amateur 09/23/2013 at 11:55

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This is why they don't sell cars.

onearmedexecutioner > -Amateur 09/23/2013 at 11:56

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This little car I truly loved when I was growing up. The small sport sedan is my favorite type of car and the I-Mark was a good example of one:

onearmedexecutioner > -Amateur 09/23/2013 at 11:58

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The late 80's, early 90's were a great time for sports sedans that remained compact and nimble. The I-Mark immediately comes to mind. This car was a gem:

Goshen, formerly Darkcode > -Amateur 09/23/2013 at 12:13

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Production of the 4200R, while being extremely expensive, could make people care about Isuzu.

DocJayHouse > -Amateur 09/23/2013 at 12:13

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GM was in talks to continue their partnership for another 5 years, but they failed. Can you really blame Isuzu?

Except they both continue to produce the same pickup Chevy Colorado/D-max IIRC. But if you just consider passenger cars, then I agree.

Ken Frey > -Amateur 09/23/2013 at 12:13

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Remember the Joe Isuzu commericals?

SpeedSix > -Amateur 09/23/2013 at 12:15

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Well, most Isuzu compacts will be owned by Jalops in the future, as nobody else would bother keeping the orphans on the road.

SpeedSix > -Amateur 09/23/2013 at 12:16

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Whirr, whirr (sounds of sucking up leaves)

yurikaze > -Amateur 09/23/2013 at 12:21

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If only Isuzu had gotten into the US market earlier, maybe the Bellet GTR would have made an impression....

Manwich - now Keto-Friendly > -Amateur 09/23/2013 at 12:23

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The 1st Gen Impulse/Piazza was based on the GM T-Body... shared with the Chevette. The Piazza was definitely the best Chevette ever.

Now on the subject of what GM told Isuzu to do... If that was the case, Isuzu would have been forced to use the FWD T-platform.

The R-Platform was mainly Isuzu's thing and the GM versions were just badge-engineered Isuzus.

I wouldn't call the R-platform a true world platform. For one thing, there were no Opels based on it.

Jazzit > -Amateur 09/23/2013 at 12:35

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I've always had a hard on for the Piazza Turbo with "handling by Lotus"

They're ridiculously rare here, but still about a fifth of the price of everyone's favourite Live Rear Axle wedge, the AE86.

The styling is stunning, the quad lamps on the later models really set it off. The interior looks like my old Philips CD160, it has electric everything, and from all the accounts I've read drives like a dream.

I'm just hoping the prices stay low until I get another year NCD on my Insurance

Meatcoma > -Amateur 09/23/2013 at 12:38

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Title should be "Thanks to GM*".

Jumbojeepman > -Amateur 09/23/2013 at 12:51

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I really like my 91 Isuzu P'up, and in fact in in the market for a 90's Trooper right now.

SavageATL > -Amateur 09/23/2013 at 12:52

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The original Impulse was a Chevette with different engines and interior and actual styling. You neglected to mention the I-Mark, another Chevette variant originally sold as an Opel by Buick and then an Opel by Isuzu. (Available in Diesel!) I had a couple of friends who had Geo Storms and they were good cars and nicely styled although not inspiring enough to carry the brand anywhere. Sorry, but one slightly better than mediocre car is not enough to make people buy your cars. What about the Honda Passport and Acura - - - whatever it was that was the rebadged Trooper?

Obruni > -Amateur 09/23/2013 at 12:56

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you left out a couple of things

Isuzu was also whored out to Honda, which used its truck platforms for its own SUVs in the 90s (Passport, SLX)

also, the VehiCROSS, the firm's last gasp of creativity.

cloaked > -Amateur 09/23/2013 at 13:02

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bu-bye. Don't let the door smack ya on the ass!

Maticus06 > -Amateur 09/23/2013 at 13:06

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I actually own a 1996 Isuzu Hombre, and let me tell you, finding front end fascia is next to impossible since there are only like 2500 around, but compared to the 1996 S10, these look wayyy more refined than those glass rectangles GM used as headlights.

and 100 more > -Amateur 09/23/2013 at 13:09

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Good point. Their trucks, while I wouldn't say they did great, certainly got more attention than their cars. Good on you, great writeup!

LordRae > -Amateur 09/23/2013 at 13:13

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I never cared for their cars but the Isuzu Rodeo was a damn fine SUV back at the start of the SUV boom. Learned to drive on it and enjoyed the hell out of it until it ran into the ground at somewhere around 200k miles... I say around because the speedometer broke a couple times and once I left it broken for about a year all the while racking up uncounted miles. For some reason when the speedometer broke the odometer broke with it.

d3v > -Amateur 09/23/2013 at 14:19

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On a related note, Isuzu makes some awesome compact trucks in this side of the world. Trucks that America won't get seeing as how the segment is dead there, save maybe for the 2015 Colorado which is... surprise surprise, built on Isuzu internals.

Superveloce > -Amateur 09/23/2013 at 14:26

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GM, killer of interesting auto brands

volvomoose > -Amateur 09/23/2013 at 14:27

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The Impulse came in a Wagonback?!?!?

hnng

ryu750 > -Amateur 09/23/2013 at 14:28

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I had an Isuzu Impulse TURBO. I LOVED THAT CAR! That's right i said I love my Isuzu!!!!

Sarkazmo > -Amateur 09/23/2013 at 14:30

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I had a hardy, lusty craving for the Impulse back in the day.

Crazy Asian > -Amateur 09/23/2013 at 14:56

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We might not get their awesome cars and tucks anymore but they still make truck motors for GM.

bobrayner > -Amateur 09/23/2013 at 14:57

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Great post. It's good to learn about the market and the business decisions - all too often people focus on bits of automotive tech without really giving any broader context.

Burner2202-4 > -Amateur 09/23/2013 at 15:05

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Isuz-who?

nb2abarth > -Amateur 09/23/2013 at 15:43

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i rmb watching a reality tv show where a wonens isuzu rodeo was towed. she went to the impound lot and asked for it, the clerk initially said they dont hv her car. But eventually saying the car they towed was a honda passport but it matchs all the description. the woman said "hey i know wt kinda car i am driving, and its an isuzu u fu*&$! ". Finally they went and checked and it is indeed an Isuzu.

Haze > -Amateur 09/23/2013 at 15:51

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Wow do I not miss Isuzu. The only thing they made that was any good was the Trooper. Thanks for reminding me of why Suzuki leaving North America was a bad thing, why Isuzu leaving North America was not, and why Mitsubishi should have been let to go out of business when it was run into the ground.

amd_h4x0r > -Amateur 09/23/2013 at 15:53

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the biggest losses were the Rodeo and the Trooper :(

Bono > -Amateur 09/23/2013 at 15:58

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If we're talking about the Impulse, I blame that death on GM. The Impulse seemed like a legitimate contender with the Scirocco, but then lost all street cred once it became a badge-engineered Geo Storm. (At the time I didn't mind, I was squarely in the Scirroco camp).

trynthink > -Amateur 09/23/2013 at 16:11

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Just to clarify, are you saying that Americans are at fault because we didn't buy enough of Isuzu's cars, or because GM is American, and they made Isuzu do their bidding, to the detriment of the brand?

PhilipLegend > -Amateur 09/23/2013 at 16:13

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I would have bought that last one. At 35 years old I still don't understand why we cant have cool cars. Why can they not take for example, a $25,000 2 seater platform like the s2000 and slap a Ferarri body on it? I understand it will not perform like a carbon fiber V12 sports car. but there is not reason it cant look like one.

Mustang 'DontHitTheCrowd' GT > -Amateur 09/23/2013 at 16:23

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I am loving my 1999 Isuzu Trooper, 194k miles, and I want to preserve it for life. It's fun to drive, visibility is nice, and it's very practical for moving things (seriously when you lift the back seats the thing is like a covered truck).
Its a shame that Isuzu and GM's fate ended the way it did. All I know is I'm not leaving this orphan. :)

Aldairion > -Amateur 09/23/2013 at 16:24

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The back end of this looks great. I had no idea that this was a Geo Storm's corporate twin.

-Amateur > trynthink 09/23/2013 at 16:35

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A little bit of column A and a little bit of column B....But in reality just GM's mismanagement of the brand. You can't really blame the public as there were sooo many great car offerings at that time. It was the hey day of all the imports after all.

-Amateur > SpeedSix 09/23/2013 at 16:36

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I got a good laugh out of that one!

-Amateur > Marty Graw 09/23/2013 at 16:38

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You might be on to something....

-Amateur > SavageATL 09/23/2013 at 16:44

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I limited myself to the car side of Isuzu and I left out the lesser cars and trucks for the sake of keeping this someone short. I liked the I-Marks and the Stylus cars too, but I had to make a call on what I was going to focus on.

-Amateur > nb2abarth 09/23/2013 at 16:46

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That is awesome, you can't make this kind of stuff up lol

-Amateur > PhilipLegend 09/23/2013 at 16:47

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I'm right with you. Really, is it too much to ask for? I think not. As a matter of fact, I think we deserve it!

Wildstar > -Amateur 09/23/2013 at 17:00

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Don't forget the Isuzu I-Mark that was sold in the US as the Buick-Opel. It was neither...

Hawkstrike6 > -Amateur 09/23/2013 at 17:04

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Compared to the loss of companies like Saab (I know, they might be back), the loss of Isuzu bothers me not a whit. The best thing about them was Joe Isuzu.

ryu750 > ryu750 09/23/2013 at 17:20

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looked just like this

360ad > -Amateur 09/23/2013 at 17:44

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There is no blood on my hands. I owned a Vehicross. Blood is on Isuzu and GM's hands.

DSprocket > -Amateur 09/23/2013 at 18:31

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My first vehicle was a 1989 Isuzu Trooper II with the 2.8 GM V6 backed by a 5 speed that I go for free from a friends parents. It was fucking awesome.

JRapp: now as good as new again > -Amateur 09/23/2013 at 18:31

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So on a sort of related not, back in 2008 when I was buying a car, I remember seeing a clause in my Credit Unions car-loan application that I can buy any car new or used except for an Isuzu. For some reason they were not willing to finance an Isuzu purchase. I don't know why, nor did I ask about it as I wasn't gonna anyways, but I'm sure that kind of stuff dissuaded at least a few people from buying an Isuzu..

trynthink > -Amateur 09/23/2013 at 18:37

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I think a similar story can be told about GMs other fringe brands in the 90s: Saturn and Saab. At least Saturn was always 'in the family.' Saab and Isuzu were controlled by a GM that couldn't be bothered. The same GM that couldn't be bothered to build something better than the Cimmaron, or sell a Pontiac without covering it in awful plastic cladding under the guise of 'product differentiation,' and that choked out most of its best products (excluding trucks) because they were too good. Ugh.

Makoyouidiot > -Amateur 09/23/2013 at 19:25

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Gm. The bloated Dracula of the car world.

fritzo > -Amateur 09/23/2013 at 19:31

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My whole problem with them is anytime I said "Isuzu", someone would say "Gesundheit".

InvalidnostCCCP > -Amateur 09/23/2013 at 19:38

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It's actually a horrible shame. I learned to drive stick on a 1984 or -85 Impulse (non-turbo). It ran great and never gave us a lick of trouble over eight years. Wish we hadn't sold it, as it was really economical and fun to drive.

TimeTraveler > Marty Graw 09/23/2013 at 19:40

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Sales for Isuzu's dropped after Joe's commercials were dropped. His commercials were a big reason for their success.

TimeTraveler > PhilipLegend 09/23/2013 at 19:44

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They did something like that in the 80's with the Fiero. It sold 200,000 units the first year and was a sales success but the automotive press bashed the hell out of it because it didn't have the performance. GM marketed it as a sporty commuter car (which it was) but the press demanded more and 4 years later it was done. Most will say the 1988 was the best one made, but I'm still partial to my first new car, one of the first 1000 1984's.

TimeTraveler > MiddleAgedAngryGuy 09/23/2013 at 19:47

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When they dropped Joe Isuzu commercials, sales plummeted. They actually tried to bring him back, but by then it was too late. Joe was a big reason for their success.

theseeker411 > -Amateur 09/23/2013 at 20:46

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I admit, I totally forgot that the Impulse existed. I kinda want one now.