Isuzu's Sales Suffer In 2009

Isuzu has transformed itself from a full-line manufacturer of cars

, light-duty trucks, buses, and commericial vehicles to the world's largest manufacturer of medium and heavy duty trucks. Headquartered in Tokyo, Japan, the company has made this transformation due to its lack of car and light-duty truck sales in the United States and Japan. Isuzu first began selling cars in the United States in the early 1970's under the Buick brand of General Motors. This arrangement continued throughout the 1970's; in the early 1980's, Isuzu began selling cars and light-duty trucks under both its own name and dealership network and through GM's dealership network. In the late 1980's, Isuzu established a manufacturing plant in the United States in a joint venture with Subaru of Japan. Isuzu enjoyed mixed success selling passenger cars in the United States, and in 1993 ceased exporting passenger cars to the United States.

Throughout the 1990's, Isuzu continued to sell light-duty trucks and SUVs in the United States. Sales of those vehicles began to decline in the last decade because of a lack of investment in new products, poor management, and poor sales of new products like the Vehicross sport utility vehicle. Isuzu ceased selling light-duty trucks and SUVs in the United States in 2009, and currently only sells medium and heavy-duty trucks for commercial use in the United States. Isuzu had sales of slightly over US $15 billion in 2009, and for the near future will continue to concentrate on diesel engine production and the heavy and medium-duty commercial vehicle market. Isuzu has forecast a loss of US $213 million in 2010 due to the lingering effects of the international financial crisis. Toyota of Japan purchased a 5.9% stake in Isuzu in 2006, and is cooperating with Isuzu in the development and production of diesel engines, emissions control technology, and environmental technologies. Isuzu has no plans to re-enter the U.S. market at this time, although Isuzu continues to develop and sell light-duty pickup trucks for some of its overseas markets. Those products at some point in the future could be offered for sale in the United States under Isuzu's brand or through a joint marketing venture.

by: RW Tanner

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