ISUZU was one-time a leading member of an elite niche in the UK market with its workhorse pickups.
But the company was slow to respond to changing market conditions and trends and was overtaken by rivals. Now it is bidding to be a class leader once again.
A lot of change has swept through the pick up market in five years and the models available to day offer a 'soft' life-style choice as well as hardnosed carry-all trade transport.
Isuzu responded earlier this year with the latest Rodeo series providing a new engine and transmission, both designed to improve performance, refinement, fuel economy and emissions.
You can even specify a version which has been 'breathed' on by WRC experts Prodrive, no less. It's a far cry from the builders' skips on wheels which use to be pick ups.
And the changes Isuzu have made really transform the Rodeo.
The livelier, smoother, quieter 2.5-litre engine packs a hefty punch over a wider power band, making it more flexible and economical at four piston strokes. Push hard and it is slightly more noticeable but generally it is a comparatively quiet unit despite the twin camshafts and turbocharger.
Newly matched ratios in the five-speed box combine with facia switches to select low range or all-wheel-drive on the move so there are no additional levers to get in the way. It is a very sophisticated yet easy to use system which permits exceptional off-road performance without compromising on-road responses and economy.
The manual gearchange has a well weighted clutch and a good selection action for directness and this is matched by the very powerful footbrake and good feedback through the light rack and pinion steering.
Air conditioning is standard, as is the sophisticated sound system with MP3 compatibility and Bluetooth connectivity.
Oddments room is reasonable but not exceptional in the front and those behind have even fewer places to put small items. Room is adequate for most people but the tallest might find seat reach slightly short. A height adjustable column is welcome.
The easy to access load bed has good capacity and its payload is reasonable, thanks to the use of leaf springs and carefully tuned suspension which does not make the Rodeo jump about when only lightly laden.
The ride quality is slightly firm but noticeably softer than many pick ups I have driven over the last few years. It can still buck over some bumps but it is not a continually jarring journey over all but the smoothest roads.
It responds well to steering, brakes and throttle but you have to look out for the overhang to the rear when reversing although the front corners are clearly visible.
The Isuzu Rodeo can easily keep up with traffic but you have to judge some overtaking manoeuvres to make the most of the power band and gearing and not be caught out.
I liked the flowing feel to the Rodeo and its economy was good even when partially loaded. Personally I liked the exterior and interior design and detailing, the well shaped seats and the sound system.
The new Isuzu Rodeo is an enormous improvement over its stablemates and a tough challenger to competitors.
FAST FACTS
Isuzu Rodeo Denver
Price: £16,184
Powertrain: 2.5-litre, 4cyl, 134bhp, 5spd gearbox
Max speed: 102mph
0-62mph: 12.8 secs
Combined mpg: 35
Capacity: 76 litres
Payload: 1,075kg
CO2 emissions: 213g/km
Loadbed length: 1.38m
Insurance group: 11
Warranty: 3yrs/ 60,000 miles