In the early 1970s GM began to accrue a stake in Isuzu, resulting in the first Isuzu manufactured vehicle being sold in the United States in 1972 (the Chevrolet LUV). By 1981 Isuzu was selling vehicles in the US under their own brand.
The 1990s were an important decade for Isuzu, it saw the introduction of the Isuzu Stylus (Geo Spectrum) and a new partnership with Honda which resulted in the Isuzu Rodeo being sold as the Honda Passport. After several years of unexpected sales, GM increased their stake in the company to 49% by 1999, effectively gaining control over Isuzu.
In the early 2000s Isuzu began to aggressively rebuy its stock, reducing GMs share from 49% to 12%. By 2005 Isuzu only offers two models for sale in the United States, a trend that would continue. By 2007 Isuzu is selling only one model in the US and is in talks with GM to buy plants and produce vehicles on US soil. Unfortunately, these talks degenerate and by 2008 Isuzu is pulled completely from the US market.
In recent years Isuzu has tried to once again enter the US market with partnerships with GM. Unfortunately these deals have yet to take hold. It’s uncertain what the future will hold for Isuzu, though they remain a strong competitor abroad.
