The Finch Formerly Known As Gold

15 September 2004

Where have you gone, Joe Isuzu?

Japan's oldest maker of motor vehicles — they built their first car in 1916 — has fallen on hard times in the US. For 2005, the model line has been cut from three trucks to one, and that one, the Ascender, is not a compelling buy, inasmuch as General Motors, which owns 12 percent of Isuzu, sells basically the same truck at Chevy, GMC, Buick and (with a heavy dose of artificial Swedener) Saab dealerships.

Still, I'm not ready to count them out yet. Isuzu still sells well outside the US, and in 1999 GM owned forty-nine percent of the company; three years later Isuzu managed to buy back most of the General's equity, and they plan to repurchase the rest and go it alone after the 2006 model year. They might even sell cars again here, something they haven't done since 1994.

As for Joe, inveterate liar that he was, I assume he's found a job in Big Media.

Posted at 10:41 PM to Driver's Seat

I thought he was now writin' copy for 60 Minutes.

Posted by: Tiger at 11:28 PM on 15 September 2004



Posted by: Dan at 8:40 AM on 16 September 2004