Toyota Trembles In Fear When Contemplating The 1990 Isuzu Pickup

You could get a '90 Isuzu pickup for a few hundred bucks less than its Toyota competitor, and the Isuzu beat the Toyota in a couple of areas... but we're pretty sure that Toyota execs just had to take a glance at the Warlord Truck Approval Rating™ in order to restore their confidence. When's the last time you saw a… » 5/30/08 10:40am 5/30/08 10:40am

PCH, Isuzu PUNishment Edition: Turbo Impulse or Bagged P'up?

I thought about maybe sticking with French Car Hell for another day (by the way, the pair of Citröen SMs manhandled the Simca 1000 like Burt Reynolds slapping around his Maserati-owning girlfriend in yesterday's poll), but the descent into Isuzu Pun Hell in yesterday's racing I-Mark post can mean only one thing:… » 2/01/08 5:00pm 2/01/08 5:00pm

Wheel Falls Off Racing I-Mark, Symbolizes Isuzu's American Experience

We were totally rooting for the Motoring J Style Isuzu I-Mark at the 24 Hours of LeMons race at Thunderhill last month, especially after hearing one team member refer to Isuzu as "The Fiat of Japan." Now the J Style folks have written down their account of why their Isuzu succeeded on the race track about as well as… » 1/31/08 4:30pm 1/31/08 4:30pm

The Floating Car That Could Have Brought Isuzu Glory

Some might argue the amphibious automobile went the way of the dodo when the Amphicar exited stage left. Others would cite the glorious Tang Hua Detroit Fish. But for the most part, combined land-and-sea transportation has been a lean market lately. If only some executive had had the foresight to green light the 1991… » 1/31/08 11:45am 1/31/08 11:45am

Joe Isuzu Has Left The Building Faster Than A...Well, You Know

In honor of Isuzu's decision to abandon the North American market, we wanted to remember the good times. Or well, the times when they sold cars here — like the Isuzu Impulse Turbo. Hmm, well, maybe we guess that was more like remembering times that were "different" and maybe not so much "good." Whatever. Joe Isuzu was… » 1/30/08 4:45pm 1/30/08 4:45pm

PCH, Island Nation Edition: Honda Rover or Lotus Isuzu?

So yesterday we pitted a couple of classic Motown wagons against each other in the Choose Your Eternity poll, and the result was so close to a tie as to make no difference (with the Dodge photo-finishing past the Ford). Today we're going to look at a couple of cooperative efforts between the island of the Rising Sun… » 9/25/07 5:30pm 9/25/07 5:30pm

Japanese Cargo-Hauling Hoonage: Isuzu Forward!

I used to have a job that involved driving a Mitsubishi Fuso delivery truck, top speed 52 MPH and incapable of climbing steep hills (a fact I discovered after the thing groaned to a halt while attempting to make it up Clipper Street in San Francisco, much to the displeasure of many drivers behind me). If only my… » 5/10/07 6:45pm 5/10/07 6:45pm

Ad Watch: TV Buys Are Dropping; Ford Still Making "Bold Moves" With…


Looks like profits ain't the only thing down at the Big Three — ad spending is following the trend. For the first quarter of 2006, the only automaker of the triumvirate making a "Bold Move" has been FoMoCo — but their spot tv spend was only up to a respectful $187 million. That additional money may have been… » 5/19/06 5:30pm 5/19/06 5:30pm

Say What?: Isuzu Posts Record Profit on Higher Sales

Stop snickering, this isn't just some Joe Isuzu wild exaggeration (you know who that is, right?). Despite Isuzu's reputation in the US as a builder of novelty cars like the I-Mark and novelty SUVs like the Axiom (pictured), the company is actually a profitable builder of trucks and diesel engines — including GM's… » 5/17/06 9:23am 5/17/06 9:23am