Isuzu Focuses on Moving the Iron

CHICAGO Isuzu’s new ad campaign from Malone Advertising is a straightforward effort to get people into dealerships with price and financing promises, a strategy analysts predict will do little to enhance the slumping brand’s long-term viability.

Four TV spots show actors who answer, “Why did I buy an Isuzu?” “Power, space, value,” is what one guy in the targeted 30s age bracket says.

Print, like TV, shows suggested prices cut by as much as 13 percent, said Terry Maloney, president of Isuzu Motors America.