Isuzu Impulse
There was a time when the Isuzu Impulse was the height of fashion. When Giorgetto Giugiaro unveiled his Ace of Clubs show car in 1979, its futuristic styling drew rave reviews. When it debuted virtually unchanged as a road car in the early 1980s (named Piazza elsewhere in the world), it was a revelation.
In an angular automotive world, the Impulse had dramatic, swoopy styling, with the gentle curves, long, low hood, and smooth hatchback that would come to define sports coupes in the 1980s. On streets populated with Impalas, Fairmonts, and Gran Furys, the Impulse looked like a rocket ship.
Nearly 30 years down the line, it may be difficult to understand the fuss. Decades of me-too competitors have diluted the impact, and Impulses are now old enough that many of them are rusty and dented. It might be difficult to see that Isuzu with the faded and peeling paint as a revolutionary design.
To me, at least, it's a tragedy to see an Impulse's delicate lines sullied by ruined by fading paint, rust, or accident damage. The Impulse wasn't made in huge numbers compared to its competitors, but neither was it ever truly rare. That lack of rarity, combined with its low-prestige nameplate, means that most Impulses have been mistreated like any other disposable 1980s car.
Under the skin, the Impulse was nothing particularly special, although a turbo made an appearance later in the production cycle. Interestingly enough, and unlike some of its competition, the Impulse was a rear-wheel-drive car.
In its later years, the Impulse would capitalize on Isuzu's relationship with GM to leverage some suspension and chassis tuning from then- GM-affiliate Lotus--this helped make the Impulse an athlete as well as a beauty.
The Impulse is virtually unremembered today, and I think that's a shame. The Impulse was never a great car, but it was a good one, and it broke genuinely new stylistic ground. At the very least, it doesn't deserve its place in the dustbin of history.
Speaking of the dustbin of history, I'm also saddened by the recent news that Isuzu will be leaving the U.S. passenger car and light truck market completely in early 2009. The company recently had only offered rebadged GM trucks, and even in its heyday of the 1980s was never really more than a niche player, but it's always sad to lose another automaker from this market.
Along with the Impulse, Isuzu's other great contribution to American culture was the frequently hilarious string of Joe Isuzu commercials, which were early adopters of humor and self-parody in advertising. Below is the Joe Isuzu Impulse ad, followed by Joe Isuzu's comeback in the 1990s. As advertising goes, it's comedy gold--and, unlike many of the commercials I share in this space, the humor is intentional. I love when he drives right through the cones.
The burgundy '86 Impulse belongs to Bill Luton, and the red '89 Impulse Turbo (with the Lotus suspension tweaks!) belongs to Victor Dumeg. Somehow the the Starfleet Academy sticker on the back of Dumeg's Impulse fits nicely. I found both cars at IsuzuPerformance.com, the existence of which makes it look as if there are still a few Impulse loyalists carrying the torch.
--Chris H.
Cookie the Dog's Owner on March 05, 2008 at 11:35 AM
I totally agree, Chris. Bring back the Giorgetto Giugiaro creased-and-folded look!
Mochi Mochi on March 05, 2008 at 12:00 PM
Complete agreement with Chris and Cookie the Dog's Owner. This was a lovely piece of design - Giorgetto Giugiaro a true master. You have to respect the care that went into crafting the contours of this car. The fact that it went from prototype to production and retained its original integrity is a testament to the designer, the design, and the company vision at the time.
Joe Isuzu - not sure he elevated the brand - but he was a hoot.
Rob on March 05, 2008 at 11:54 PM
I love my SVX, also penned by Guigiaro (or one of his underlings, with his name stamped on it), and .... I didn't know he did this car. Now that you mention it though, it looks VERY VERY similar to the Mk2 Scirocco. Like.... VERY VERY similar. Mk1 Sciroccos were designed by Guigiaro also, so I can definitely see the resemblance between the two.
PS: A Scirocco will probably be the next addition to my fleet, once I graduate. :)
Debbie on March 19, 2008 at 10:59 PM
I had one of these great machines. I have to say, I agree with you--the design was revolutionary at the time; sliding into the driver's seat was like assuming a seat in a cockpit. the Giugiaro design shined. On the downside, it was the mushiest gearbox I ever drove--years after I owned it, I still had trouble finding "reverse". It met its end in a parking garage, where a fender bender demolished it, given the value of the car. I now almost wish I'd repaired it and kept it for history's sake. On the upside, I now drive a Corvette...
Thomas Liang on March 22, 2008 at 10:21 PM
Giugiaro tried to sell the Piazza to VW as the Scirocco successor but VW declined.
What makes the Impulse/Piazza special is its "body panel cut line management." Most of the panel gaps are hidden by the upper and lower character lines on the sides. The clamshell hood and hatch end at the upper character line. The front and rear bumper caps meet the fenders at the lower character line. The only obvious "un-anchored" cut lines are the two vertical gaps each side for the doors. In this the Impulse is still unmatched more than a quarter century later.
NAOMI on July 03, 2008 at 10:36 PM
I AM THE OWNER OF A 84' IMPULSE AND I LOVE MY CAR. THERE IS NO OTHER CAR I WOULD TRADE IT FOR BUT I HAVE TROUBLE FINDING PARTS. AT THE MOMENT ALL MY BABE NEEDES IS SOME BUSHINGS FOR THE STEERING RACK, I WOULD HATE TO SEE THIS WONDERFUL CAR RETIRED TO THE CAR FARM FOR SUCH A SMALL PART. SO IF ANY ONE CAN HELP PLEASE E-MAIL ME AT PEWTER@CAL.NET
on January 19, 2009 at 02:42 PM
Chris, I can't believe you mentioned not one but two cars I loved in the 80s, the Isuzu Impulse and the Renault Fuego. The styling of both cars was unparalled during the age when virtually every other car was of the 'two box' design. Glad to see someone else appreciates those style icons of a couple of decades ago.
unknown on June 26, 2009 at 09:32 AM
Be careful! Lutton may want his Impulse picture removed for copyright infringements! He did this on several sites!
Heck! No mention of the later 90-93 Impulse / Asuna Sunfire!?! I love these cars, I have plenty of them here including the RS Turbo model!
Bob C on June 26, 2009 at 03:01 PM
I went from a '78 Datsun 280Z to an '88 Impulse Turbo (both bought new) and thought I was trading down. Oh, was I surprised! The power was phenominal; the clamshell hood was stunning; and the square angles gave it a DeLorean look on the front end. The wrap-around controls made the driver's seat feel like a jet cockpit. Everything but the radio and the stick was controlled with your hands on the wheel. I now drive an '02 Mercedes C230K and love it. But I still consider the Impulse one of my best cars.