Although
automobile production only started
in
1953, Isuzu can be traced back to a merger
between a heavy engineering company and Tokyo
Gas and Electric back in 1918. After the merger,
the company built and sold Wolseleys in the
Far East. In 1929 they began building their
own cars, using various trade names including
that of a famous Japanese river, Isuzu.
The
company was formally titled Isuzu Motors in
1949, and in
1953 did a deal with British Rootes
group to build Hillman Minx's, at first only
assembling the cars from imported parts. Launched
its own Bellel model in
1961, and due to its
popularity followed with the
Bellet in
1963.
Most consider their crowning achievment the
117 Coupé, but despite the popularity
of its cars Isuzu was struggling against the
might of the big Japanese car makers.
They sought
partnerships with
Mitsubishi,
Datsun/Nissan and
Fuji Heavy Industries,
before
General Motors came to the rescue, snapping
up the manufacturer so that they could build
small GM cars for both the local and export
markets. The GM influence would pay immediate
dividends, with the release of the incredibly
popular
Gemini. The attractive small car was
marketed as the
Holden Gemini,
Opel Kadett and
Vauxhall Chevette, all were popular and for
good reason.
