The automotive press has had a field day bashing GM, sometimes warranted (the Chevrolet HHR) and sometimes not ($2 billion payout to stay clear of Italian automaker Fiat's mess). In regard to the 2006 Isuzu i-280 and i-350 pickups, there is no question GM executives deserve a tongue-lashing. Most people will recognize the vehicle in question as the Chevrolet Colorado or GMC Canyon, trucks that have been sold in the U.S. for a few years now. They compete in a very tough market with the likes of the totally redesigned Dodge Dakota, Nissan Frontier, and Toyota Tacoma. Later this year, Isuzu's new i pickups will join the pack, effectively competing for sales against not only the Dodge, Nissan and Toyota, but also identical GM models.

It gets worse. Isuzu trucks will come with a 7-year/75,000-mile powertrain warranty and seven years and 75,000-miles of roadside assistance. That pretty much trounces the 3-year/36,000-miles of coverage offered on the Chevy and GMC. Assuming that 2006 Isuzu i-280 and i-350 pricing is competitive, which would you rather buy - a Chevy Colorado or an Isuzu-badged duplicate with four years and 39,000 miles of extra warranty coverage?

We're betting on the Isuzu. But notice that this warranty is not as good as the old one Isuzu used to offer on models like the Rodeo. Lack of confidence in the product, perhaps?

The Isuzu i-280 and i-350 pickup trucks were unveiled at the 2005 New York International Auto Show. Production is due to begin in June 2005 at GM's Shreveport, Louisiana assembly plant.