The iconic Isuzu Trooper, a staple of the American SUV market from 1984 to 2002, has been discontinued as part of the brand’s broader decline in the U.S. The decision came amid decreasing sales, heightened safety concerns, and a shift towards vehicles built under General Motors.
Isuzu, a Japanese automaker primarily known for commercial trucks, once held a notable presence in the U.S. auto market, particularly during the 1980s and 1990s. While it may not have reached the recognition of giants like Honda and Toyota, Isuzu’s lineup, including the Trooper, captured the interest of many consumers. The Trooper, in particular, was recognized for its boxy design and capability, serving as a more affordable alternative to competitors like the Toyota Land Cruiser and Mitsubishi Montero.
The Rise and Fall of the Trooper
The first-generation Trooper made its debut in the U.S. in 1984. Its rugged design and practical features contributed to its appeal, making it a popular choice for budget-conscious consumers seeking a reliable SUV. By the time the second generation was introduced in 1992, the Trooper had gained a reputation for durability and was praised in reviews, securing first place in a Car & Driver comparison that year.
However, the mid-1990s ushered in an era of heightened competition in the SUV market. The Trooper faced challenges from well-established brands that began to dominate consumer preferences. In 1996, safety concerns emerged when the SUV was criticized for a high rollover risk, which led to a significant drop in sales. Despite attempts to maintain its presence, the Trooper never recovered from this setback.
By 2002, Isuzu made the decision to discontinue the Trooper after nearly two decades of production. The company had already started to rely heavily on GM products, and the Trooper’s absence marked a significant shift in Isuzu’s strategy. Following the Trooper’s exit, Isuzu introduced the Axiom, a crossover that did not achieve significant success, further highlighting the challenges the brand faced in adapting to changing consumer demands.
The Legacy of the Trooper
Despite the discontinuation, the Trooper remains a nostalgic symbol for many automotive enthusiasts. The first-generation model, in particular, has garnered a dedicated following among collectors seeking vintage Japanese off-road vehicles.
While Isuzu continued to sell vehicles in the U.S. after the Trooper’s discontinuation, these were primarily rebadged models from GM, such as the i-Series pickup, which was based on the Chevy Colorado, and the Ascender SUV, derived from the Chevy Trailblazer. The absence of original models and the diminishing brand value led to the eventual closure of Isuzu’s car sales operations in the U.S. in 2008.
Today, Isuzu maintains a robust presence in the commercial truck market, operating nearly 300 dealerships across the country. The Trooper’s legacy, however, remains a reminder of a time when Isuzu was a more prominent player in the American automotive landscape.
