18 Sep 08 Isuzu: A History Of Excellence

Companies, like people, seem to have a life of their own.

Each new product, each new decision adds to the evolution of a company, creating a legacy of quality or leading to its eventual downfall. Isuzu is one of those companies that have survived, learned its lessons, responded to market demands.

While Isuzu is now known for its high-quality Ascender and tough pickup trucks, it’s not surprising that 20 years ago, the company was already on the road to success. In 1988, Isuzu positioned itself as the number one truck maker (medium-duty trucks and heavy-duty trucks) in the world, surpassing Daimler-Benz. With such an incredible output of trucks, it was only a matter of time before the company began to focus on the light-duty truck market.

By 1992, American Isuzu Motors Inc. had something to celebrate. The company retailed its one-millionth unit in the U.S., catering to the growing needs of the sport utility vehicle market in North America.

With the introduction of the famed Isuzu Trooper, the company became the first import truck manufacturer to offer three segments of SUVs: the mini, the compact, and the full-size.

In 2001, American Isuzu Motors Inc. introduced the Axiom - a revolutionary blend of performance, comfort, and technology. The Axiom was popular but Isuzu realized that the SUV market was changing and they needed to change with it.

In 2003, Isuzu introduced the Ascender 7-Passenger with more passenger space than Axiom. In addition, the Ascender 7-Passenger was the first Isuzu SUV to boast a V8 engine. While the Ascender 7-Passenger was revered by many as one of the best high-performance SUVs on the market, it wasn’t for everyone. City dwellers wanted SUVs that were just as high-quality, but smaller, more fuel-efficient, and more affordable.

In 2006, Isuzu expanded their offerings to include two new pickups - the i-280 4×2 Extended Cab and the i-350 4×4 Crew Cab. Produced in Shreveport, Louisiana, the pickup trucks are an instant hit, providing customers with class-leading towing and payload capacities. 2006 was a good year for Isuzu. In addition to the new pickup line, Intellichoice recognized Isuzu’s entire lineup as the best in their class for low costs.

In 2007, Isuzu improved on its pickup truck line, upgrading both the i-290 and the i-370 with larger engines and increased torque and horsepower.

Isuzu added two new models to its line: the i-370 4×2 Extended Cab and the i-370 4×2 Crew Cab, giving pickup customers multiple options.

Tags: Heavy DUty Trucks, isuzu, Light Duty Truck, medium duty trucks, pickup truck, SUVs, truck manufacturer