Suzuki Death Watch 2: Brand Recognition And Spy Shots From Spain

Mark Stevenson
by Mark Stevenson

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?

Up until this point, we were of the belief the SX4 would receive a facelift versus a full model replacement for the 2013 model year. However, as the auto photogs have revealed, there seem to be some major dimensional changes between the camo car and the current model. Underneath the auto burka are some Kizashi like styling features, such as a revised grille and new headlamps, and what might possibly be an intercooler behind the lower grille.

But, if NPR’s Sonari Glinton’s street corner survey is any indication of the market, a new SX4 isn’t going to matter. After asking a few people in Ann Arbor, MI to name all the Japanese brands available in the US, the results were not surprising for the majority of us:

KATHY KENNEDY: OK. Toyota, Honda – that’s all that comes to mind.

JAMES HAMILTON: Oh, pretty much. Yeah. Toyota, Hyundai, Miata, Mazda, Lexus.

EILEEN KNEIPER: Toyota, Nissan, Honda. I think that’s it.

In an industry where reputation and image are everything, American Suzuki is hiding from the camera. Before any new product gives Suzuki the increase in sales it needs in order to sustain business in the United States and Canada, a major overhaul of their marketing is needed (like hiring someone to actually do marketing), focusing on the brand instead of this month’s incentives, so people know that Suzuki still exists.

Hear the lack of outcry? That’s the deafening silence of a brand’s once-loyal customers not caring enough to speak up.

Mark Stevenson
Mark Stevenson

More by Mark Stevenson

Comments
Join the conversation
3 of 44 comments
  • Polar Bear Polar Bear on Jul 22, 2012

    I have driven the Suzuki Swift 1.5, which is popular in Asia and parts of Europe. It is a fun car to drive around town, with good handling, lots of headroom and good visibility. The Swift is a great youth car or ladymobile. Owners say it is very reliable, and used Swifts command high prices. Suzuki has a winner with this one.

  • Kizashi1 Kizashi1 on Jul 23, 2012

    being an owner of a kizashi which i love its really a great car despite what some here may speculate its better or just as good as some of the name brand cars out there to me its just a marketing thing for suzuki i get the feeling that if it was a toyota kizashi or honda kizashi the name wouldnt matter its a mind game people,,,,,anyway my question is if suzuki leaves america should i worry about warranty service or having to wait months for parts,,,,this is my only issue with my suzuki kizashi since i bought it for the long term ,,,,,,,

    • CrackedLCD CrackedLCD on Jul 29, 2012

      Is "Kizashi" Japanese for "missing periods"? Now that I know a local (relatively speaking) dealer sells Suzukis, it's on the list of travel cars worth checking out for next year. I'm seeing quite a few Kizashis and SX4s around this area now.

  • Cprescott Fisker is another brand that Heir Yutz has killed.
  • Dwford Every country is allowed to have trade restrictions except the US.
  • 1995 SC Are there any mitigation systems that would have prevented this though? We had a ship hit a bridge in Jacksonville a few years back and it was basically dumb luck it didn't collapse. This looked like a direct hit.
  • Cprescott Oh, well.
  • 28-Cars-Later "The Chinese Ministry of Commerce claimed the Inflation Reduction Act is “discriminatory”"This what your mainstream social communism has wrought: a foreign power, major geopolitical rival and the #1 global industrial competitor cries "racism" when an act of Congress in any way presents a challenge - and the saddest part is there are Americans who will process this claim and agree if only in their own minds. To be clear, Wo xihuan Zhongguoren but the under 40yo PRC raised Mainlanders I've interacted with do believe they are a master race - but that's fine right?
Next