We are the culmination of our experiences, and the same is true for companies. Companies, like people, seem to have a life of their own.
Each new product, each new decision adds to the evolution of a company, creating a legacy of quality or leading to its eventual downfall. Isuzu is one of those companies that have survived, learned its lessons, responded to market demands, and because of its success, we felt it was worthy of rewinding the clock twenty years and taking a look at the past two decades of automotive achievement.
While Isuzu is now known for its high-quality Ascender and tough pickup trucks, it’s not surprising that 20 years ago, the company was already on the road to success. In 1988, Isuzu positioned itself as the number one truck maker (medium-duty and heavy-duty trucks) in the world, surpassing Daimler-Benz. With such an incredible output of trucks, it was only a matter of time before the company began to focus on the light-duty truck market.
By 1992, American Isuzu Motors Inc. had something to celebrate. The company retailed its one-millionth unit in the U.S., catering to the growing needs of the sport utility vehicle market in North...
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