Isuzu Motors America, Inc.: The Call campaign
Guy CunninghamOVERVIEW
In an effort to diversify its vehicle lineup, Isuzu Motors America, Inc., designed a new sports utility vehicle (SUV), the Axiom, for model year 2001. At that point Isuzu sold only trucks and SUVs that offered a rugged, truck-like ride. This made the company vulnerable to fluctuations in the truck market in ways that other, more diverse automakers were not. Essentially, every Isuzu line featured vehicles designed to be driven off-road. The company designed the Axiom to offer a smoother ride, in the hopes of luring young suburban drivers. This...