Isuzu Unveils Upscale Version of Its Trooper

IRVINE — Isuzu introduced an upscale version of its Trooper on Wednesday, the latest effort among auto makers to attract aging baby boomers to more luxurious and versatile sport-utility vehicles.

The Trooper, the flagship model of Isuzu’s U.S. sales effort, has been given a more powerful engine, a softer, rounder design and more elegant interior than its predecessor. It was unveiled at the Irvine Marriott hotel Wednesday, and will debut on car lots this month.

“This is a reflection of the fact that the baby-boomer generation is the most interested in the sport-utility vehicle,” said E. F. (Fritz) Kern, senior vice president and general manager of American Isuzu Motors Inc., the City of Industry-based marketing and sales arm of its Japanese parent. “The Trooper projects an image of themselves. It shows they’ve arrived in terms of economic development.”

The old Trooper carried a manufacturer’s list price of $14,000 to $21,000, while the new model will list for $18,800 to $25,400, company officials said.

Ever since the Trooper was introduced in 1984, Isuzu has benefited from the growth of the sport-utility market, which has grown substantially along with minivans. Industry consultant J. D. Powers & Associates estimates that sport-utility sales will grow from about 750,000 units in 1991 to more than 900,000 by the mid-1990s.

Isuzu is only the latest auto dealer to introduce more stylish models of the sport-utility vehicles. Mitsubishi debuted an updated Montero earlier this year, and Jeep is set to introduce the Grand Cherokee this summer.

will Isuzu will launch a new ad campaign for the Trooper during CBS’ “60 Minutes” television program on March 15. The ads depict middle-aged couples driving their Troopers and getting caught in hazardous situations, including a snowstorm and potholes.