02-02-2009 10:48 PM

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Sad, really. For a short time, they were a rising brand in the US. The decision to sell only trucks, IMHO, was their downfall in North America.

After a while, the Isuzu trucks weren't even Isuzus.

FWIW, the Chevy Duramax Diesel engine is really an Isuzu. Really good engine and I think the marketing agreement that Isuzu had with GM is about to run out. It may already have.

They had some great commercials back in the day....That's okay, I can't say Cheveray!

After a while, the Isuzu trucks weren't even Isuzus.

Yes, really a bad strategy. One that typically doesn't work well I'm afraid (see: Olds, Buick, Saturn, Lincoln, Mercury, Chrysler, etc.).

Actually I see the downfall as Honda deciding to sell trucks. For a long time Honda did not make trucks and Isuzu did not make cars. There were a bunch of Honda/Isuzu dealers around the country that were selling a lot of both. Isuzu started branding the trucks as Hondas and lost a lot of the market.