The discontinuation of the Isuzu Trooper in 2002 marked the end of an era for a once-prominent player in the American SUV market. While Isuzu, primarily recognized for its commercial trucks, had a strong presence in the United States during the 1980s and 1990s, the Trooper’s decline reflected broader trends in consumer preferences and safety concerns.
The Isuzu Trooper was first introduced to American consumers in 1984 as a boxy yet capable SUV. It served as a more affordable alternative to the Toyota Land Cruiser and competed against the Mitsubishi Montero. Initially appealing for its rugged design and economical pricing, the Trooper gained popularity among outdoor enthusiasts and families alike. The first generation was marked by its simplicity and functionality, traits that resonated well with buyers at the time.
Challenges and Decline
The second-generation Trooper was launched in 1992, providing enhancements in comfort and refinement. It even secured first place in a Car & Driver comparison that year, solidifying its reputation as a solid choice in the SUV market. However, the mid-1990s brought intense competition as the SUV craze surged, and the Trooper faced formidable rivals from both foreign and domestic manufacturers.
In 1996, the Trooper encountered significant backlash when safety watchdog groups raised concerns about its high rollover risk. This criticism had a detrimental impact on sales, from which the vehicle struggled to recover. As Isuzu increasingly relied on General Motors for its vehicle offerings, the Trooper did not progress to a third generation, leaving it to compete against newer, more advanced models.
By 2002, the Trooper was officially discontinued. Isuzu attempted to pivot to the crossover segment with the short-lived Axiom, but the venture did not yield the desired success. The brand continued to sell vehicles in the U.S. for a few more years, primarily rebadged GM products like the i-Series pickup and the Ascender SUV.
The Legacy of the Trooper
Despite the challenges faced in its final years, the Trooper holds a nostalgic place in automotive history. In its first-generation form, it has gained traction among vintage SUV enthusiasts seeking affordable Japanese off-road vehicles. The Trooper was known as the Isuzu Bighorn in Japan and was marketed under different names in other regions, such as the Holden Jackaroo in Australia and the Vauxhall Monterey in the U.K.
While Isuzu ceased passenger vehicle sales in the U.S. in 2008, its commercial truck operations remain robust, with nearly 300 dealerships nationwide. The legacy of the Trooper serves as a reminder of Isuzu’s once-strong presence in the American automotive landscape, despite the challenges that ultimately led to its discontinuation.