Isuzu to Slash SUV Prices to Boost Sales

Struggling American Isuzu Motors Inc. said Monday that it will slash suggested starting prices on three of its four Isuzu sport utility models by as much as 14% in a bid to jump-start flagging sales.

The Cypress-based car importer helped start the sportutility craze in the U.S. when it introduced the Trooper in the early 1980s. But sales have dried up as the firm has been slow to introduce new models. Financial woes in Japan also caused parent Isuzu Motors Ltd. to pare its U.S. advertising budget. As a result, most car shoppers today are not familiar with the brand.

A resurrection plan includes Monday’s price cuts, an increase in advertising spending and a restructuring that will result in the layoff of 150 of the company’s 400 corporate employees.

Suggested prices for 2003 will start at $13,999 for Isuzu’s Rodeo Sport, down $2,376; $15,999 for the Rodeo, down $2,318; and $24,345 for the Axiom, down $2,190. The new Ascender starts at $28,649.