Isuzu carves its SUV specialist niche a little wider with the roll-out of a new model, the Axiom. Axiom is math-speak for a self-evident truth, and the process by which Isuzu found this name is noteworthy in itself. Rather than evolving from marketing mavens or focus groups, Isuzu solicited this tag directly from the ranks of cyber-citizenry. More than 46,500 entries were received in the company's website-based naming contest. The winning moniker netted a new Isuzu SUV of his choice for an electrical engineer from the Pacific Northwest.