Suzuki RSVPs 'No' to L.A., Detroit Auto Shows

Suzukis problem is no one knows their cars. The Kizashi and and SX4 are very good cars but no one ever thinks of them at car buying time.

They need some halo versions to help sell the mainstream models. Perhaps their auto engineers need to talk to their motorcycle engineers and see what they can come up with.

A 250 hp SX4 and a 300 HP Kizashi would be a good start.

Suzuki will be at the Montreal International Auto Show in January, confirmed this morning. No wonder: they sold 4300 cars in Quebec alone last year, vs 24k in the entire US of A.

Lots of SX4's around, though the Vitara variants are dying in the market, and the expensive Kizashi is going nowhere. Cheap + small + awd sells pretty well up here (Compass and Patriot are hits too for the same reason, accounting for more than 50% of Jeep sales in Canada).

brn says:

"After looking at the Kizashi, I was disappointed. It was smaller (cramped) and more expensive than similar competition (can get a Fusion Sport for the same money). It's no wonder Suzuki doesn't sell well. If they were to come to this years autoshow, I'd probably skip over them anyway."

But then a Fusion can be smaller and more expensive than similar competition (can get a Honda Accord for the same money) as well. The Kizashi's Euro-feel interior is the whole selling point, and I doubt a fusion can match that:

http://blogs.insideline.com/roadtests/2011/02/2010-suzuki-kizashi-gts-its-about-the-overall-experience.html#comments

What they need to do is:

1) Drop the Kizashi's name - just like Ford drops the "FIVE HUNDRED" name.
2) Bring the Swift to the US. NOW.
3) Partner with another car company to leverage the dealer network
4) Spend more marketing money - esp. for the Swift launch (although that is starting to feel like a severe case of Duke Nukem Forever)

I am sure all is easier said than done - but doing 1 or 2 of the above should help immediately. Then there's #5:

5) Withdraw completely from US market

Big mistake, Suzuki.
You need to promote your brand precisely because your sales are low in these markets. Most importantly, LA is a major media market- whatever happens there gets on the national and international news. The same can be said for the Detroit show.

Put up a cheap booth- or even no booth at all- but you got to have a presence on that floor!

Use this as an opportunity to introduce a new nomenclature across the brand.

When I first heard about Suzuki's absence at these shows, my thought was, "Oh-oh, they're emptying out their desks and closing shop." Wouldn't be surprising at all.

Suzuki sells a lot of cars around the world, and the US market is probably just a loss-leader, or at least an annoyance, for the company. They don't need to be here, as Isuzu found out.

@firstwagon: Hyundai and Kia, at first, were not known either. But Suzuki has been here for many years and, like Isuzu, they never caught on. Oh sure, they each had good years, but they couldn't keep up with the products of the competition, not to mention other handicaps.

Yes, the Kizashi is too expensive for its size and performance. And the Kizashi name doesn't help at all.

ed124c

It's good that you mentioned Isuzu along with Suzuki. They have one big thing in common, GM.

Both made good cars but were always controlled and stifled by their relationship with GM. They both are strong line ups elsewhere but North American has been an afterthought since the mid 90's.

I think Suzuki could turn that around if they could have some products people want (halo cars) rather then just what they need.

What I would like to see happen is this. For SoCal Suzuki Kizashi owners who love their cars and want to help promote the car, get to the LA Auto show prior to it opening to the public and park your cars in the parking lot in such a place that most everybody going into the show and leaving can't help but see the cars. In other words, do what you can to help visibility of the Kizashi. Get people to thinking "I want one of those cars. Where can I find one?" They'll see the name Suzuki on the car, unless you debadged yours, and then will go visit the nearest Suzuki dealer to see and drive one. Maybe even get some SX4 owners to join you.

Surprising as it seems, I actually drove from Ohio out to the LA auto Show in 1992 and thought it was great.

sniperruff, rather than arguing the other points, I'll just agree about the Swift. It's what the masses know and would be willing to accept. If Suzuki is going to make a comeback, they need to do it with a new Swift.

How does a Japanese manufacturer have a minimal presence in the So Cal market? I mean, that's land of the Asian import in the U.S., isn't it? If anything, So Cal should be the ONLY place Suzuki has a foothold, other than maybe selling a few AWD machines in CO and Vermont.

I love their motorcycles!!! Their cars, not so much...

They should spend the money on upgrading their dealer network and advertising the Kizashi better, since it's pretty much all they have worth buying (unless you count a rebadged Nissan Frontier). Nearest dealer here is 30 miles away and I'm only 12 or so miles from downtown in a Metro with 2.5 million and 2 million more in a 50-mile radius. I'd consider buying one if I wanted a bland family sedan, but I'm not in the market for something with no power - too bad they never got a V-6 from GM or a turbo motor. Everything I've seen says it's a reliable car and it's better looking than an Accord, Sonata or Camry

They should spend the money on upgrading their dealer network and advertising the Kizashi better, since it's pretty much all they have worth buying (unless you count a rebadged Nissan Frontier). Nearest dealer here is 30 miles away and I'm only 12 or so miles from downtown in a Metro with 2.5 million and 2 million more in a 50-mile radius. I'd consider buying one if I wanted a bland family sedan, but I'm not in the market for something with no power - too bad they never got a V-6 from GM or a turbo motor. Everything I've seen says it's a reliable car and it's better looking than an Accord, Sonata or Camry.

They should spend the money on upgrading their dealer network and advertising the Kizashi better, since it's pretty much all they have worth buying (unless you count a rebadged Nissan Frontier). Nearest dealer here is 30 miles away and I'm only 12 or so miles from downtown in a Metro with 2.5 million and 2 million more in a 50-mile radius. I'd consider buying one if I wanted a bland family sedan, but I'm not in the market for something with no power - too bad they never got a V-6 from GM or a turbo motor. Everything I've seen says it's a reliable car and it's better looking than an Accord, Sonata or Camry.

I agree with CZ_75 The Kizashi is an amazing car, much better than anything close in price. (I have 2, 2010 kizashis one fully loaded one base model) They don't advertise enough, that's their only issue.

WhenI take my cars out I'm constantly asked "what is it" especially my loaded one with the 18" wheels and moonroof. Kizashi blows away the competition but the brand awareness isn't there. That's the only issue with the timing.

Suzuki is right to leave out certain shows, BUT they need to spend the marketing $$$ in those markets regardless.

Suzuki needs a marketing agency....

1) The Kizashi name is terrible, I'm no fan of alphanumeric, but that would be better at this point.

2) Ditch the stupid "Kizashi handles better that a stretch limo and Mercedes c-class". Speak to your competition and audience.

3) Find a way to upgrade the dealer experience. As pointed out above, find a distribution channel partner that's complementary and non-competitive, like Jaguar or Land Rover, even use the GM connection for Buick stores and reward the dealers for taking great care of the Suzuki customers.

I've made 2 visits to Suzuki stores just to see what the Kizashi was all about. Both times the salesperson knew nothing about the car, was not interested in me and the facility was uninspired and "old-school".

It's a shame when good product is sabotaged by lousy marketing, certainly worse than when mediocre product thrives due to great marketing.

People around me think I'm the "car guy" to speak with when considering a new car. If I said "You should take a look at the Kizashi", they'd never take me seriously because the name is ridiculous. It's like answering "Urotsukidoji" when someone asks for a movie recommendation.

Perception is 9/10ths of reality, and that name generates poor perception of the car. Doesn't sound approachable. The car is decent, changing the name would go a long ways towards letting people get near it to find out.