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There Was Once a Chevy Pickup Sold as an Isuzu

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author photo by Doug DeMuro October 2016

As many of you know, Chevy pickups are often sold as GMC pickups, and GMC pickups are often sold as Chevy pickups, with only a few minor variations, like a different grille, additional chrome or a salesperson wearing a different name tag. But did you know a Chevy and GMC pickup was recently sold as an Isuzu?

It's true, the Isuzu I-Series was a rebadged version of the Chevrolet Colorado and GMC Canyon, offered for three long model years (three very long model years, if you were selling Isuzu pickups): 2006, 2007 and 2008. Although the Isuzu pickup's overall line was called the I-Series (actually the i-Series, inexplicably with a lowercase "i"), the trucks were sold with a 4-cylinder as the i-280 (2006) and i-290 (2007-2008), and with a 5-cylinder as the i-350 (2006) and i-370 (2007-2008), using names that conjured images of interstate highways around Midwestern cities.

As for the truck itself, it was old-school rebadging. While modern rebadged vehicles usually offer some distinct variation from the original version, older rebadged models touted little more than a new steering wheel and an updated grille, which perfectly describes the I-Series. Even the wheels were carried over, almost completely unchanged, from the Colorado and the Canyon. The little badges on the doors reading i-290 and i-370 were actually decals.

Naturally, owing to its poor brand recognition, the I-Series never really took off. For proof, consider this: There are only 33 different 2006-2008 I-Series models listed on Autotrader, compared to 870 different Colorado models and 287 different Canyons of the same vintage. Sales of the I-Series were a dud, and it died along with the Isuzu brand in 2008.

The result is that virtually everyone forgets the I-Series even existed in the first place, except of course, for people who are trying to sell the pickups, since I-Series sellers have to convince truck shoppers to consider them. ("Really! It's just like a Chevy Colorado! BUT WITH AN I! IT HAS THE SAME GRILLE! PLEASE!!!") Fortunately, now you know about it, and if you find a desperate seller, you can probably get a pretty good deal.

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This image is a stock photo and is not an exact representation of any vehicle offered for sale. Advertised vehicles of this model may have styling, trim levels, colors and optional equipment that differ from the stock photo.
There Was Once a Chevy Pickup Sold as an Isuzu - Autotrader