Isuzu Unveils Upscale Version of Its Trooper

Isuzu introduced an upscale version of its Trooper on Wednesday, the latest effort among auto makers to attract aging baby boomers to more luxurious and versatile sport-utility vehicles.

The Trooper, the flagship model of Isuzu’s U.S. sales effort, has been given a more powerful engine, a softer, rounder design and more elegant interior than its predecessor. It was unveiled at the Irvine Marriott hotel Wednesday, and will debut on car lots this month.

“This is a reflection of the fact that the baby-boomer generation is the most interested in the sport-utility vehicle,” said E. F. (Fritz) Kern, senior vice president and general manager of American Isuzu Motors Inc., the City of Industry-based marketing and sales arm of its Japanese parent. “The Trooper projects an image of themselves. It shows they’ve arrived in terms of economic development.”

The old Trooper carried a manufacturer’s list price of $14,000 to $21,000, while the new model will list for $18,800 to $25,400, company officials said.

Ever since the Trooper was introduced in 1984, Isuzu has benefited from the growth of the sport-utility market, which has grown substantially along with minivans. Industry consultant J. D. Powers & Associates estimates that sport-utility sales will grow from about 750,000 units in 1991 to more than 900,000 by the mid-1990s.

Isuzu is only the latest auto dealer to introduce more stylish models of the sport-utility vehicles. Mitsubishi debuted an updated Montero earlier this year, and Jeep is set to introduce the Grand Cherokee this summer.

will Isuzu will launch a new ad campaign for the Trooper during CBS’ “60 Minutes” television program on March 15. The ads depict middle-aged couples driving their Troopers and getting caught in hazardous situations, including a snowstorm and potholes.