Throughout the years Isuzu has produced reliable diesel engines, fleet vehicles, and vehicles for the public with mixed success. Although quality and performance is undeniable in Isuzu products, marketing has proven to be Isuzu's foible and even had to pull out of the U.S. market for passenger cars in 2009, forsaking the personal consumer market for the fleet vehicle market after mediocre sales and little help from its american partner GM secured Isuzu's decision not to replace their last two cars in American dealerships; the Ascender and the i-Series. Isuzu continues to cater to personal consumer markets in other parts of the world, most notably in Asia and Africa.
Isuzu Motors Ltd. was born of Tokyo Ishikawajima Shipbuilding and Engineering Co., Ltd. when they decided to expand their product sphere to include automobiles, this company was called Ishikawajima Automotive works and was brought into existence in 1916. Through various mergers and collaborations the first cars were produced (Wolseley's A-9, a CP truck, and the Sumiya and Chiyoda) beginning in 1922 while maintaining a somewhat enigmatic company presence until in 1949 the name Isuzu is officially adopted. The name Isuzu can be translated into English as "fifty bells" and inspired the names of both the Bellel in 1961 and Bellett in 1963.
After WWII much of what Isuzu produced was too large to sell in the Japanese market and the following decade Isuzu spent looking for a commercial partner to help sell their products. After several short-lived attempts at collaborations with Subaru, Mitsubishi, and Nissan, Isuzu was finally able to sustain an alliance with General Motors in 1972 when GM took a 34% stake in Isuzu, which is still in place today.
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