American Isuzu Motors, which pioneered the U.S. sport utility craze and sells only SUVs here, remarkably can't cash in and might have to cash out of the U.S. market, according to USA Today
.American Isuzu sales will be about half this year of what they were just two years ago, near the levels of the early 1980s, when Isuzu had only begun selling SUVs. And the U.S. unit is losing money, USA Today
said."There is no plan, to my knowledge, for American Isuzu Motors to pull out of the U.S. market," spokesman Chip Letzgus said. "The company believes that it can be profitable selling SUVs in the U.S. market, but it may require some resizing of the company."Critics — including some Isuzu dealers — say the company has failed to modernize its main products, Trooper and Rodeo, and overpriced its newest model, Axiom, according to USA Today
. And ad spending has been too little, dealers complain, according to the paper.