American Isuzu Motors Inc. Scores Direct Mail Hit

4 April 2000
American Isuzu Motors Inc. Scores Direct Mail Hit
               Latest Campaign's Huge Response Raises Awareness
      Of Special Edition Ironman Models; Attests Owner Loyalty to Brand


    CERRITOS, Calif., April 3 American Isuzu Motors Inc.
(AIMI) today announced impressively strong initial results of the firm's
latest direct mail campaign.  "Our initial response rate to this promotion,"
said David Hubbard, executive manager, brand development, "is approximately
double what we normally see.  That's an almost unheard of increase for a
direct response campaign."
    The goal of this promotion is two-fold: First, to motivate the recipients
of the direct mail promotion to test-drive any Isuzu SUV.  Second, to
introduce this select group of Isuzu SUV owners to the model year 2000 Ironman
editions of the Isuzu VehiCROSS, Rodeo, and Amigo.  In exchange for their
time, AIMI offers to give them a pair of name brand trail running shoes free.
    A significant factor for the success of the promotion appears to be the
high degree of Isuzu SUV owner loyalty and satisfaction.  The promotion is
directed to current owners that are near the point in their ownership cycle
where they are likely to make another purchase.
    "Granted we have a very appealing offer that entices them to visit our
dealerships," said Hubbard, "but not so appealing it would motivate them if
they didn't have a good ownership experience.
    "Still the response to the offer tells us more than that these customers
are very pleased with their Isuzu SUVs.  It tells us that our owners are in
fact very active individuals that share AIMI's core values of endurance,
performance, and commitment," added Hubbard, "otherwise I don't think the gift
would motivate this group as well as it has."
    If there is one sporting endeavor that epitomizes AIMI's core values, it
has to be the Ironman Triathlon(R).  And to commemorate AIMI's continuing
sponsorship of one of the world's most grueling sporting events, Isuzu
expanded its special "Ironman" edition offerings in 2000.  This year, in
addition to the VehiCROSS Ironman edition introduced last year, Rodeo and
Amigo will also have optional Ironman packages.  These will constitute
approximately 15 percent of VehiCROSS production and 5 percent of Amigo and
Rodeo production in model year 2000.
    Each Ironman Triathlon competitor's extraordinary effort to meet this
ultimate challenge embodies the spirit of "go farther."  The Ironman editions
are dedicated to those who choose to demonstrate their commitment to
excellence in all aspect of their lives, including their choice of vehicle,
and sporting endeavors.
    American Isuzu Motors Inc. is the U.S. distributor of Isuzu sport utility
vehicles, commercial vehicles and diesel engines. For more information call
(800) 662-2464 or point your browser to http://www.isuzu.com on the worldwide web.
    Ironman Triathlon(R) is a registered trademark of the World Triathlon
Corporation.