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Should Isuzu Have Another Chance at America?

By: · September 30, 2014

1990 Isuzu pickup

Our old Isuzu Rodeo rarely made it from home to school without breaking down.

We never did determine exactly why the Rodeo would lose power while cruising on the highway, but every time it happened we were able to pull off to the shoulder and restart the engine without trouble.

The process became a quirk of the car, which served me and at least one brother well in our college years.

The Isuzu didn’t last long in the family once college was over, because our view of the brand had soured a bit. In early 2009, the brand left the U.S. market for good.

Memories of that old Rodeo came back this weekend after reading that GM and Isuzu will team up to introduce a new pickup to the world. Will Isuzu try to come back to the U.S. market?

The short answer is no.

However, Isuzu and General Motors have signed a deal that will give the Japanese automaker a platform to build a midsize truck to sell in major markets around the world.

The U.S. and Canada are not among those markets, even though small trucks are making a comeback in the States. The Toyota Tacoma continues to be a top seller, and the new Chevrolet Colorado/GMC Canyon twins are set to give it a formidable challenge. Now would be a great time to bring Isuzu back.

While my personal experiences with an Isuzu weren’t great, I’ve known plenty of people who loved their small Isuzu pickups and one who still uses an old Chevy LUV (which is a rebadged Isuzu) for dump runs.

A small, inexpensive Isuzu pickup would probably sell pretty well again. Buyers here will have to settle for the midsize Colorado and Canyon for the time being, but with GM in a partnership with Isuzu again, we can hope that anything is possible.

Should Isuzu bring its new midsize truck to the United States?


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Filed under: Isuzu,News

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