My first car was a Isuzu Impulse and I loved it. I know that we all hold special places for our first cars but the Impulse was really a great 1st car. Dependable, stylish (this was an early model) and sporty enough to get into trouble. I think Isuzu got too tied up in this whole SUV thing. I think they also lost sight of the advertising side of things. It's at the point now where so little is known about Isuzu by people in this country that their demise is no surprise. By killing the Rodeo (their best selling model0 and postponing their only new product past 2006, this is the end of the brand as far as I can tell. They should have kept their cars in the US lineup (odd to hear in this day and age) and gone head to head against Subaru with the AWD set-up designed for the Impulse and M100 Elan (which Lotus never got around to producing).