The grim reaper may not be at American Suzuki’s door step after all. We’ve learned ASMC is healthier, at least financially, than we thought. But, in order to be profitable last year, ASMC had to completely cut almost every non-essential (and some essential) function of their business.
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While a number of automakers have been complicit (and still are) when it comes to badge engineering, Suzuki in North America has been on the forefront of whoring out or johning platforms since its introduction in the 80s. The ‘Japanese brand that could’ has either slapped the stylized S on Daewoos and Nissans or let GM have their dirty ways with the grilles of small Suzuki cars and SUVs.
Back in April, Sajeev and Steve found some time to reply to my letter where I posed the impossible question. As gearheads, we all want something fun, fast, efficient, and cheap (well, most of us want cheap). Much like a traction circle, all these needs are in competition and in order to make good on one you need to sacrifice another. The ultimate gearhead car, unfortunately, does not exist and it never will.
That doesn’t mean there aren’t good, affordable vehicles out there which are fun to drive while ticking most of the boxes. And, this time, I actually followed the advice of someone else and couldn’t be happier.
When the brightest news you share about your brand is a couple of facelifts and the inclusion of a factory-installed Garmin GPS unit in the next model year, things aren’t going all that well at your company. But, when we inquired with American Suzuki (and Suzuki Canada) about the future of the brand, we did get some interesting information that didn’t seem important enough in Brea, California to publish a press release.
Yesterday, a whirlwind of spy shots uncovered what looks to be the SX4 replacement Suzuki will start shipping to lots later this year. So far, observations of the new pint-sized every man rally car look promising, including possible turbo power and a handsome, if unremarkable, interior. But, will it be enough to satiate the appetite of Anglo American tastes? Or does American Suzuki need to focus more on the brand image train?
“Hey Sajeev, it’s Mark. We’re up in Tomball looking at a ’95 Bronco. We could use some advice.”
Without sarcasm, a laugh, or any explanation, Sajeev replied with one word, “Run.”
When the question of whether a Death Watch should be started for Suzuki was first posed here at TTAC in April, there was a lot going on behind the scenes at the stylized “S” brand but not many facts filtering out to the public.
As of today, TTAC’s Death Watch starts for Suzuki’s North American operations. And if you haven’t been following the drama, here’s some background for you…
Reader Mark Stevenson submitted this essay on life as a Suzuki owner. Please welcome Mark as he shares his unique perspective on a brand that we overlook too often. – DK
No matter how perfect a family appears on the outside, dig deeper and you’re bound to find secrets of drama, betrayal, and, more often than not, profound loss. Interpersonal relationships between family members can be complex – veins of hatred filled with love and the inverse being equally true.
My family is no different. But, in addition to all those feelings being bestowed upon each other, we’ve shared them with Suzuki, a car company that made exactly what we needed and then took it all away.
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