During the years leading up to GM’s Chapter 11 bankruptcy, there was a lot of mixing and matching of brands. Suzuki badges on Daewoos, rebadged Subarus for Saab – the automotive world was a bit chaotic. One of the casualties during this time was Isuzu, once a proud brand reduced to just two rebadged Chevrolet vehicles in the US. The Isuzu Ascender, a midsize SUV based on the Trailblazer, was one of these vehicles.
Isuzu made its mark in the US in 1972 with the Isuzu Faster pickups sold as Chevrolet LUVs. Over the years, Isuzu introduced various models like the I-Mark, P’up, Trooper, Impulse, and Stylus. The brand found success with its trucks, but as the 2000s rolled around, sales started to decline. The iconic Trooper, VehiCROSS, and Amigo were phased out, leaving the Rodeo and Axiom as the only models available. By 2005, Isuzu’s lineup consisted of rebadged Chevrolets, signaling the end of an era.
The Ascender was introduced in 2003 as a replacement for the Trooper, part of GM’s GMT360 SUV platform. While it shared many similarities with its Chevy and GMC counterparts, the Ascender offered a generous Isuzu warranty. However, the brand’s uncertain future and lack of a dealer network made potential buyers hesitant. Sales of the Ascender and I-Series were lackluster, leading to their discontinuation in 2008.
The Isuzu Ascender wasn’t the only rebadged Trailblazer on the market. Buick and Saab also had their versions, the Rainier and 9-7X respectively. Despite its shortcomings, the Ascender did have its moment in the spotlight, as seen in a commercial where an actress delivered the line “minivan” with disdain.
Ultimately, the Ascender’s story is a reminder of the challenges faced by automakers in a rapidly changing industry. As brands come and go, their legacies live on in the memories of enthusiasts and collectors. The Isuzu Ascender may have been a forgotten gem in the junkyard, but its place in automotive history is undeniable.