#suzuki

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?

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.

The Suzuki Grand Vitara was the second worst-selling small SUV in America last month, with 419 sold. The only competitor that fared worse was the now-dead Mazda Tribute, which sold 1 unit (ostensibly a remainder car).

Kizashi apparently means “omen”, sign or “warning” – it also means “something great is coming”, but the only thing on Suzuki’s American horizons is a bleak future.

Volkswagen received a legal black eye from its estranged Japanese partner Suzuki. Volkswagen had taken a silly trademark fight all the way to the General Court of the European Union, and lost today, Reuters says. This is unrelated to the divorce proceedings between Volkswagen and Suzuki, but it definitely comes at an inopportune time.

Now, this isn’t something I picked out of my nose. This is Suzuki’s new A-segment concept, a car that weighs a mere 1600 lbs.

For a brand that seemingly doesn’t have two nickels to rub together, a Super Bowl ad spot is quite an expenditure. Suzuki, makers of…umm…the GSX-R motorcycle, and some other assorted wares, will be broadcasting an ad during the Super Bowl. Apparently, the products have four wheels, not two. Who knew?

Maruti Suzuki’s big news at the Delhi Auto Show was the debut of its production compact MPV, the Ertiga. But it wasn’t all staid family-carriers at the Suzuki stand, as the Japanese-Indian automaker also debuted its XA Alpha concept, described in this dramatically-narrated (to put it mildly) video as “The Small God For The Big Future.” Remember the Suzuki Samurai (our global readers will certainly remember the Jimny)? It’s getting ready for its 21st Century makeover…

MPV times in India. At the same Delhi show where GM demonstrated a good-sized MPV concept, market leader Suzuki showed what they call “India’s first compact Multi Purpose Vehicle” a.k.a. the ERTIGA.

While our friends at Motorbeam.com where snapping pictures, Shinzo Nakanishi, Managing Director and CEO of Maruti Suzuki explained that the MPV will strengthen Suzuki’s position in an increasingly crowded market:

Suzuki has made good on its repeated threats to sue Volkswagen. The Japanese carmaker initiated arbitration procedures. This according to Reuters, The Nikkei [sub], and sundry other media that has been covering the domestic dispute between the couple. Suzuki originally had given Volkswagen some time to consider and was planning for a repurchase of the 19.9 percent Suzuki shares held by Volkswagen. After Volkswagen CEO Martin Winterkorn denied the offer out of hand, and implicitly said that he was waiting for Osamu Suzuki to be replaced by younger blood, Suzuki said “mo takusan desu” (enough is enough) and filed papers with the International Chamber of Commerce International Court of Arbitration in London. Don’t expect a quick end of the drama.

That interview with Volkswagen CEO Martin Winterkorn is a treasure-trove of information. It also gives an insight into Volkswagen’s strategy with rambunctious Suzuki: It will be a Sitzkrieg. Volkswagen seems to be intent on waiting things out until Osamu Suzuki passes away.

Winterkorn will be at the Tokyo Motor Show. Someone with a perverse bent made Volkswagen (booths EP06 through EP10) close neighbors of Suzuki (EP12). Only Mitsubishi (EP11) keeps the brawling couple at distance. But Winterkorn doesn’t have Osamu Suzuki on his dance card:

“A meeting is not planned. Should we run into each other, then we can talk about everything. There is one exception: Our 19.9 percent share is not for sale.”

Asked how Winterkorn intends to settle the matter, he answers:

Attempts to ratchet-down the rhetoric in the Suzuki/Volkswagen row have failed. Suzuki launched a heavy missile in the direction of Wolfsburg. Suzuki will take the case to court, The Nikkei [sub] heard before a scheduled press conference in Tokyo. But fear not, Volkswagen gets a whole year to make up its mind.

Divorce is a complicated matter. Sometimes, it takes a while for all involved that it’s over. Apparently, they are in that phase. If the German magazine Wirtschaftswoche is correctly informed, then VW CEO Martin Winterkorn wants to bring the matter to a conclusion until the end of this year – one way or the other. Says Wirtschaftswoche: