American Isuzu Motors, Inc.: Practically/Amazing campaign

Allison Porter

U.S. auto sales were down in 1991, the third straight year of decline.

American Isuzu Motors, Inc.: Practically/Amazing campaign

Allison Porter

Overview

U.S. auto sales were down in 1991, the third straight year of decline. The sales of compact sport utility vehicles (CSUVs), however, increased 12 percent over 1990, showing that more consumers were buying the all-weather and all-terrain vehicles that also had the features and comfort of cars. American Isuzu Motors, Inc. (AIMI), was competing unsuccessfully in this area, when they brought in the advertising agency Goodby, Berlin & Silver-stein (later Goodby, Silverstein & Partners) to develop a campaign to introduce the new Trooper, relaunch the Rodeo, and change the image of...

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