Automotive Business Review February 2015 | Page 34

Vehicle Launch | by Howard Keeg Suzuki Shows its Metal When attending the Suzuki Celerio launch in Durban on 20 January 2015, I experienced strong feelings of déjà vu. It seemed like yesterday when I attended Suzuki’s re-entry into the South African car market with the launch of the Sprint and SX4 models on 4 June 2008 at their gleaming new head office in Linbro Park, Johannesburg. S uzuki originally entered the South African market in 1964 when Suzuki South Africa was formed, but solely as an importer and distributor of motorcycles, marine engines and the like, and it wasn’t until General Motors started importing the tiny SJ410 in the early 1980’s that fourwheeled Suzies hit the local scene. Venter says that Suzuki is aiming for 50 dealerships by the end of 2015, and that Suzuki is gearing for the eventuality of a million vehicle market, which will make South Africa an even more important market than it now is. Suzuki also sees South Africa as a strategically important entry point for the sub-Saharan market, which is considered as the market with the biggest global growth potential, and an ideal market for a manufacturer such as Suzuki, with its strength in the A and B segments. Then came the Vitara and the Grand Vitara in the 1990’s, which together with the SJ410 created a small but passionate fan base. But it all ended in 2005 when GM stopped supporting the brand, which necessitated the creation of Suzuki Auto SA, and the launch on 4 June 2008. Proof of this strength is Suzuki’s impressive 43% market share in India, and an eye-popping 55 % in Pakistan. Suzuki Auto SA started with 15 dealerships, and the model lineup soon increased with the speedy introduction of the Grand Vitara and the Jimny, and later we were introduced to the Alto and Kizashi, and then the Splash and Ertiga, giving Suzuki customers a choice of sporty, family orientated, and executive vehicles. But the proof of the pudding is in the eating, and what better way to make an informed judgement on Suzuki’s prospects than to test drive their vehicles. ➲ Andre Venter, divisional manager, Sales and Marketing, And the Namibians were even luckier, with the Gypsy, a 4x4 half-ton bakkie, being available in their market (homologation issues stymied its introduction to SA). Suzuki was showing its mettle, and its metal, and 2008 to 2013 was all part of a brand building phase and consolidation, according to Andre Venter, divisional manager, Sales and Marketing. 2014 was the time for action, with Suzuki adopting a more focused approach to its multi-faceted product presence in the South African market by integrating all of its divisions into a new, single business entity. Suzuki Auto South Africa, energised and upbeat at the Celerio launch As of 1 April 2014, all of Suzuki’s brand interests in SA were united, trading under the auspices of Suzuki Auto South Africa (Pty) Ltd. and it has borne fruit, with Suzuki’s four wheel customers having access to 40 dealers by the end of 2014, and vehicle sales growing by 33% in the year (second highest growth, behind Renault). This was significant, considering that the passenger car market was down 2.5%. And Suzuki is looking for similar, if not better, growth levels in 2015, as they introduce additional models, such as the previously mentioned Celerio, the aspirational Ciaz, and the beefed up Vitara SUV. | words in action 32 FEBRUARY 2015 Over and above the Celerio launch, I had the opportunity in the past month to do a road test on the SX4 and the Splash. Driving all three vehicles confirms why Suzuki is doing well, and one wonders why they are not higher than their current 10th place in the global rankings, based on volumes, as the lasting impression is that of outstanding build quality, irrespective of the size of the car.