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American Isuzu Motors Inc. Wins Prestigious National Award for Advertising

9 June 2000

American Isuzu Motors Inc. Wins Prestigious National Award for Advertising

    CERRITOS, Calif. - American Isuzu Motors Inc. was awarded national honors 
for the effectiveness of the company's 1999 SUV advertising campaign.  The 
"Isuzu: No Cars" campaign, created by Goodby, Silverstein & Partners, won the 
Silver Effie in the "automobiles/vehicles" category.  This combined print and 
television ad campaign significantly raised consumer awareness of AIMI's 
exclusive focus on the SUV market -- that AIMI is America's SUV specialist.  In 
addition, the campaign was demonstrably responsible for a notable improvement in
consumer attitudes toward Isuzu SUVs in most image categories.
    
    "We saw double-digit percentage increases in several important vehicle
attribute perceptions such as value, prestige, and trend setting," said Tom
Cavanaugh, Executive Manager, Advertising Communications, SUV, "with an
average gain of nearly seven percent in all other measured image categories."

    More important is that AIMI not only met, it exceeded its sales goals
during the late-1998 launch of the campaign.  The dramatic improvement in
sales continued through 1999 with each month showing steady sales increases
month-to-month with year-ending SUV sales up 12 percent over 1998.  As of the
beginning of second quarter of the year 2000, sales of Isuzu SUVs are up
25 percent.

    "We're extremely proud of our marketing team," said Gary Tucker, Vice
President Marketing SUV.  "The team members and our agency put together a
winning effort for AIMI, and it is gratifying to see their efforts awarded by
their peers."

    The EFFIE awards began in the New York American Marketing Association
in 1968.  It is the only national award to recognize creative achievement in
meeting and exceeding advertising objectives.

    American Isuzu Motors Inc. is the U.S. distributor of Isuzu sport utility
vehicles with a 10-year or 120,000 mile Powertrain Limited Warranty;
commercial vehicles and diesel engines.