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Isuzu Announces Strategic Incentive Relationship With Gateway

2 October 2000

Isuzu Announces Strategic Incentive Relationship With Gateway(TM), Inc.

    CERRITOS, Calif., Oct. 1 In a first-ever national
promotion between an auto manufacturer and computer retailer, American Isuzu
Motors, Inc. has announced a strategic relationship with Gateway, Inc.
designed to drive fourth quarter sales.  The "buy this, get this, help them"
promotion launches October 2 as a part of the auto manufacturer's Hard Drive
Sales Event, which combines sales of select ISUZU SUV's with complimentary
Gateway computers.  ISUZU is also pledging to help America's schools with a
$1 million gift to the Afterschool Alliance and other educational charities.
The Alliance is a national private/public sector initiative aimed at
increasing afterschool programs throughout the United States to include all
public schools by the year 2010.
    The "buy this" portion of the Hard Drive Sales Event is the purchase of
select 2001 Isuzu SUV (Rodeo, Rodeo Sport, Trooper, or the future-first
styling of the new VehiCROSS).  The multi-faceted promotional campaign will be
supported by fully integrated creative including broadcast, internet, print
and various direct marketing efforts.
    The "get this" portion of the Hard Drive Sales Event is the computing
power of a 500MHz Gateway(TM) 500SC PC.  The complete system, including a 15"
monitor, 7.5GB hard drive, Internet access, and Microsoft Windows Millennium
Edition is the first promotional computer product packaged exclusively for a
major auto maker.  "The Computer and Internet component of the Hard Drive
Sales Event is an important element of our overall marketing and sales
strategy," explains Bob Reilly, SVP & COO of American Isuzu Motors, Inc.  "Our
objective is to create synergy with our customers as we move into the 21st
Century.  By wiring our customers, ISUZU is able to build a direct dialog to
assist the company on issues ranging from future design to the consumer's
overall experience with ISUZU products," says Reilly.
    "We also recognized that education is an issue close to the hearts of our
customers," continues Reilly.  "The vast majority of our customers have school
age children and we wanted to assist a cause that spoke to them in an unique
way."  Through the proceeds of the Hard Drive Sales Event, ISUZU will donate
$1 million to the Afterschool Alliance and other educational charities.
    Coinciding with this donation and the Hard Drive Sales Event, and in
partnership with The Entertainment Industry Foundation and the Afterschool
Alliance, ISUZU will conduct a national search for the ISUZU Afterschool Hero
of the Year.  "At ISUZU, our corporate philosophy has always been to 'go
farther'," says Reilly.  "Our involvement with the Afterschool Alliance, and
our search for the ISUZU Afterschool Hero of the Year on a regional and a
national level continues ISUZU's commitment of supporting education and youth
programs, and recognizing heroes in the communities we serve."  Entertainment
Industry Foundation and Afterschool Alliance spokespersons Danny DeVito and
Rhea Perlman will announce the gift and ISUZU's Afterschool Hero of the Year
search at a press conference on October 10 in Los Angeles.  Actress Maria
Conchita Alonso will also make an appearance at the Miami Auto Show on October
12 to announce the Search.
    A panel of education experts will select more than 20 regional finalists
from throughout the United States. In December, the national ISUZU Afterschool
Hero of the Year will be announced and the honoree will be flown to
Washington, DC to be recognized by the Department of Education and will
receive a 2001 ISUZU Rodeo Sport Hardtop.