So far, the launch of the 2010 Suzuki Kizashi hasn't done much for the brand's sales.
Contrary to speculation floating around the industry, Suzuki has no plans to stop selling cars and sport utility vehicle in the United States, senior officials are vowing.
During a press conference at the Chicago Auto Show, Suzuki Vice President Gene Brown emphasized that, “We’re here to stay.” Questions about its long-term commitment to the market have been raised a number of times, in recent years, and surfaced, again, after General Motors bought out Suzuki’s stake in the CAMMI joint venture Suzuki helped set up, in Ingersoll, Ontario.
With demand for its own products going, while Suzuki struggles to gain traction here, GM was eager to take over the plant to build its newest crossover vehicles. But Suzuki is looking for ways to kick-start its own sales in the U.S., one of the few global markets where it doesn’t have a strong presence.
Brown said Suzuki will soon launch a new advertising campaign to show off the Kizashi, a well-reviewed sedan that the Japanese maker believes can will help elevate its profile in the States. Suzuki, with sales of less than 100,000 units, is one of the smallest carmakers operating in the U.S. and has had difficulty breaking through the media clutter than surrounds the troubled but highly competitive American auto market.
Brown said that Suzuki wants to shift the brand’s image, putting less emphasis on the value message that has characterized the company’s approach to the U.S. market, over the past 25 years. Going forward, Suzuki will emphasize a sportier message that ties back to Suzuki’s other products, such as motorcycles, ATVs and marine products, which already appeal to younger more active buyers.
The sporty look of the midsize Kizashi and the compact SRX, as well as the Grand Vitara SUV, all fit well into that new marketing strategy.
Brown noted that Suzuki is a far more successful company in other parts of the world. It has more than 40% of the booming market in India and it also makes the single best-selling car in Japan. Suzuki has recently entered into a new alliance with Volkswagen AG, giving it access to much-needed diesel powertrains, Brown noted.
Moreover, while Suzuki was hit by the recession, it was, on a global basis, still profitable in 2009. But with the U.S. continuing to be a resource drain, it’s not clear whether Brown’s comments, at Chicago’s McCormick Place convention center, will satisfy all the skeptics.