TITLE

Keep on truckin'

AUTHOR(S)
Buss, Dale D.
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM22
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article deals with the marketing strategy of American Isuzu in 1999 which emphasizes that the company is a truck and sport-utility specialist. In fact, its no-car strategy has been in place since 1994, but this is the first time it has touted its specialist strategy to the public. The company's Go Farther campaign, backed by a 50 percent jump in ad spending last year, has vaulted the company into the top 10 automotive spenders in the U.S. market for the first time. Isuzu claims it plans to spend at about the same level in 1999. So far, the company's strategy seems to be paying off. Last year its U.S. sales were up 11.3 percent over 1997, reversing two years of decline fed by a 1996 evaluation by Consumer Reports contending the Isuzu Trooper sport-utility rolled over too easily. New products are helping drive the company's turnaround. The best media mix for impressing its brand identity on the American public, Isuzu believes, is a balance of everything. Isuzu also is more heavily funding athletic competitions and other events that express the brand's new extroverted personality. That includes endurance competitions such as the Ironman triathlon in Hawaii and the Tour de France bicycle race.
ACCESSION #
18196793

 

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