Exit Isuzu

The following story originally appeared in the print version of Auto Finance News on February 18, 2008. This was the first automotive item I ever wrote for publication.

Say goodbye to Joe Isuzu. Weak sales volume is leading Isuzu Motors America to exit the U.S. consumer vehicle market come Jan. 31, 2009.

The current Isuzu lineup consists of the Ascender sport-utility vehicle and I-series pickup truck, both heavily derived from General Motors Corp. models sold under other brand names.

Although Isuzu’s passenger vehicle sales have been in steady decline for more than a decade, the brand remains a major player in the commercial truck sector and will continue to sell new commercial trucks. In fact, Isuzu Motors launched a captive finance company, called Isuzu Finance of America Inc., for commercial vehicles last June.

Isuzus have been sold in the United States since 1972 (initially under the Chevrolet LUV and Buick-Opel-Isuzu names) and have been closely linked with models from former Isuzu partner GM. The brand became well known in the 1980s thanks to the popular “Joe Isuzu” advertising character played by actor David Leisure, but never managed to become a mainstream brand. Isuzu discontinued production of its North American passenger cars in 1993 to concentrate on SUVs and commercial trucks.

For at least four years beginning in 1998, Isuzu operated a consumer captive finance company called Isuzu Motors Acceptance Corp.