As Isuzu saw it, the big growth in the SUV market was over, but the typical $20,000 price for a fully equipped four door sport ute left a lot of people with their noses pressed up against showroom windows, unable to afford one. Since a two-wheel-drive version of the Rodeo could be had at a base price of $12,499 and a four-wheel-drive model at $14,399, the people at American Isuzu foresaw a groundswell of new, entry-level buyers coming into their showrooms, leaving the other sport-ute manufacturers to squabble for the leftovers.
7-inch wheelbase was longer than all the other compact SUV’s except the Ford Explorer which meant there was no unpleasant compromise of either interior room or cargo capacity. At the same time, the Rodeo had the simplicity and ruggedness of a truck, which was of paramount importance to sport-ute buyers.
What Junkies are Saying