Things got a little unsettled with the lesser-known players in the GM Empire during the years leading up to the company’s Chapter 11 bankruptcy, with plenty of mix-and-match branding efforts. Suzuki badges on Daewoos? Sure thing! Rebadged Subarus for Saab? Why not? One of the sadder stories during this era was the fate of once-proud Isuzu, which was down to just two rebadged Chevrolet passenger vehicles for its final few years in the United States: the I-Series pickup (Colorado) and Ascender midsize SUV (Trailblazer). Here’s an example of the latter type, found in a Silicon Valley self-service car graveyard recently.
Isuzus first entered the American automotive mainstream in 1972, when GM started bringing over Isuzu Faster pickups and selling them with Chevrolet LUV badges. Isuzu began selling I-Marks, P’ups and Troopers here in 1981, followed by Impulses and Styluses (and their Chevrolet/Geo-badged siblings). Isuzu’s real sales success here proved to be with its well-priced trucks; the final U.S.-market Isuzu cars were 1993 models but Rodeos, Troopers and Amigos continued to fly out of American Isuzu showrooms during the decade.
Then sales slumped as the 2000s dawned. The aging Trooper couldn’t compete against a bunch of fresh new rivals and got the axe after 2002. The VehiCROSS was too radical to succeed and was done after 2001. The Amigo (aka Rodeo Sport) went away after 2003, leaving just the Rodeo and the Axiom in the Isuzu lineup. For the 2005 model year, there were no genuine Isuzus left here, just rebadged Chevrolets (Isuzu commercial trucks continued to be sold, of course, and you can still buy a new one today).
GM introduced its new GMT360 SUV platform with the 2002 Chevrolet Trailblazer, GMC Envoy and Oldsmobile Bravada. Sales of those trucks were brisk, and American Isuzu dealers got their own version starting with the following model year: the Ascender, which was supposed to replace the Trooper.
The only meaningful difference between the Ascender and its Chevy/GMC/Olds siblings was its generous Isuzu warranty. On the minus side, Isuzu was in obvious trouble here and potential Ascender buyers feared getting stuck with a truck lacking a dealer network (a genuine concern so soon after Daewoo owners had been directed to the Pep Boys for warranty service in the wake of Daewoo Motor America’s bankruptcy).
In the end, the Ascender and I-Series didn’t sell well. GM announced the discontinuation of the seven-seat Ascender for 2006, with rumors of the five-seater’s demise beginning soon after. 2008 ended up being the final year for new non-commercial Isuzu vehicles in the United States.
Buick and Saab also got their own versions of the Trailblazer, the Rainier and 9-7X.
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The actress in this Ascender commercial did a fine job of sneering out the word “minivan” with the appropriate contempt.
