In the 1980s and 1990s, Japanese sports cars were all the rage, and Isuzu attempted to make a name for themselves with the Impulse, a sports coupe that featured performance technology ahead of its time. Designed by Giorgetto Giugiaro, the Impulse was an answer to the success of brands like Toyota and Nissan. The first generation Impulse was launched in 1983 and was initially a success, with 13,000 units sold.
However, the second generation Impulse, which debuted in the late 1980s, was not as well received. Isuzu’s partnership with General Motors led to a front-wheel-drive hatchback/wagon version, which sacrificed the rear-wheel-drive charm of the original. The model was also plagued by poor brand recognition, lackluster marketing, and a weak dealership network in the United States.
The Impulse faced strong competition from other Japanese sports cars, including the Mazda RX-7, Honda Prelude, and Toyota Celica. Furthermore, the 1990s saw a burst of the economic bubble in Japan, which forced Isuzu to cease production of cars, including the Impulse.
The second generation Impulse sold only around 13,000 units over three years, and ultimately represented the end of Isuzu’s automotive production. Despite its innovative technology and sleek design, the Impulse failed to gain popularity, marking a disappointing chapter in Isuzu’s history.