One For The Workers
by David Finlay (10 Oct 03)

The Rodeo is Isuzu's fifth-generation one-tonne pickup, and the chances of seeing one if you happen to be undertaking a round-the-world cruise are pretty high. Under a variety of names (including Holden and Chevrolet) it will be sold in more than 130 different markets, one of the most important of which is Thailand, where this vehicle and several of its rivals are built. The Thai version has been selling at the rate of over 10,000 a month since its launch in May 2002.

There is no suggestion that such figures will be achieved in the UK. There simply aren't enough buyers. Instead, Isuzu is hoping for annual sales of around 3,500. If you didn't know already, you could guess from that statistic that the pickup market in this country is very small, but it's also very hotly contested. To achieve its targets the Rodeo will have to compete against opposition from Ford, Mazda, Mitsubishi, Nissan and Toyota.

And Isuzu is certainly coming out fighting. It claims, among other things, that the Rodeo is "the most car-like one-tonner to look at and to drive". Well, if you're not into pickups, one of them looks pretty much like all the rest, but on closer inspection (or viewed with a more expert eye) the Rodeo is certainly one of the more attractive machines in its class - chunky, certainly, but with a distinctive front light treatment and a definite hint of sportiness about the rear end.

The interior is friendly, more car-like than van-like, and with quite a lot of room in the front (it's slightly more cramped in the rear of the Double Cab versions, but you could transport four adults without much problem). The steering is light, as is the shift quality on the five-speed manual gearbox. The dashboard design is attractive, and the three-litre diesel engine I tried was relatively subdued in all circumstances except acceleration, when it did make its presence felt with some vigour.

It's an easy machine to drive, and it rides and handles fairly decently as long as the road surface is smooth. If you encounter a large bump, though (and there were large bumps to spare on the test route), the Rodeo quickly starts to ride like a Space Hopper. I can't recall having driven anything bouncier in years.

Not that anyone was ever pretending the Rodeo was meant to be a luxury cruiser, of course. It was always intended to be a hard worker. Isuzu demonstrated this by allowing the press to drive 4x4 models on a purpose-built off-road course which, while not the hardest I've come across, was a stiff enough challenge to have left any so-called "lifestyle" vehicle gasping for air within the first minute.

The Rodeo lapped it up. Sideways inclines, deep puddles, mud, awkward approaches and exits - no problem at all. It puttered up dizzyingly steep hills at tickover speed in low-ratio first gear, then puttered back down the other side with very little extra fuss. It passed with ease what was admittedly a fairly artificial test, and one which quite possibly exceeded the requirements of most of its potential customers.

To these people, carrying and towing potential are probably more important. In its various forms, the Rodeo has payloads ranging from 1045kg to 1135kg - sufficient in every case to allow registered companies to reclaim the VAT on the list price. Towing capacity is 2000kg for the 2.5-litre two-wheel drive models and 2500kg for the three-litre 4x4s.

The turbo diesel engines are closely related to each other, but have nothing to do with the three-litre diesel found in the Trooper. The 2.5 produces 99bhp and gives the Rodeo a maximum speed of 93mph and combined fuel economy of 34.9mpg. The 129bhp three-litre gives equivalent figures of 96mph and 30.7mpg if mated to the manual transmission, 99mph and 28.8mph in conjunction with the automatic. 

If 3500 people per year do buy Rodeos, who will they be? Isuzu identifies farmers, public utilities and the construction industry as the key customers, particularly for the lower-spec models. No argument there - the Rodeo makes a strong case in that market. I'm less convinced that the range-topping Denver (identified by the chromed front grille in the cars pictured here) will "prove ideal for businessmen wishing to minimise their tax bills".

I reckon any businessman would have to be in a state of blind panic about his tax bill in order to choose the Rodeo over a normal saloon car. Best, I think, to consider the Rodeo as a hard worker which only fully justifies its presence if it has to venture off tarmac roads, carry large objects or tow hefty weights as part of its day-to-day routine.

No mention of prices, you'll notice. Isuzu is officially keeping quiet about those for a little longer, but we'll let you know when they're announced.

(Update 20/10/03: they have been now - £11,357 to £18,153, excluding VAT.)

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