'Slow, painful death': Troubled Isuzu cuts production, spending; Goodby denies report it might resign account.(News)(Brief Article)(Statistical Data Included)

Advertising Age, September, 2002 by Halliday, Jean

Byline: JEAN HALLIDAY

American Isuzu Motors is on the ropes.

Once a high-flying brand known for affordable, reliable vehicles and its big-budget campaign that made its ``liar'' character a household name, Isuzu sold 127,630 units at its 1986 peak. But Isuzu has since hit hard times. The brand missed out on the U.S. truck boom and its Axiom SUV launch last year flopped. After selling only 26,947 units in the U.S. in the first half of this year, Isuzu next year will halve production to 40,000. Ad spending has bottomed out-only $16 million in measured media was spent in the first half of 2002. Omnicom Group's Goodby, Silverstein & Partners, San Francisco is said to be considering resigning the account.

predicting death

Some are betting...

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