Isuzu Fading to Black?

Sales in Free Fall, Axiom & Rodeo Axed

Isuzu • Engine failure • Timing belt • ABS failure • Other problems ---- • Isuzu Surrenders; Will Leave U.S. • Isuzu Fading to Black?

May 3, 2004
Is Isuzu about to join the long list of automakers who've disappeared from the U.S. market? Falling sales and a shrinking line-up, combined with desperation-level incentives, make it look that way.

Isuzu's sales have gone off a cliff in recent years, falling from nearly 104,000 in 1999 to just 30,000 last year; this year's sales are down nearly 12 percent.

Trying to sell enough vehicles to keep its dealer network alive, the company is offering incentives normally found only on high-end luxury vehicles -- up to $5,000 off a 2004 Rodeo SUV, which has a base price of less than $21,000.

Isuzu's current line-up consists of the Axiom, Rodeo and two versions of the Ascender. But Terry Maloney, president of the U.S. division, told dealers at the National Automobile Dealers Association convention in February that the make would be down to two vehicles this year.

In July, production of the Axiom and Rodeo, Isuzu's best-selling vehicle, will end, leaving just two Ascender models -- a seven-seater and a five-seat version.

Dealers aren't likely to get another SUV until the 2007 model year.

The company hopes to sell at lesat 30,000 vehicles this year. It has been cutting costs, eliminating 50 percent of its U.S. staff and eliminating its in-house finance company.

Maloney says he is confident the company will survive.

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