New Forenza Wagon and Solid Sales Move American Suzuki Closer to Five-Year Growth Target
Functionally-Focused Extension of the Fast-Selling Forenza Sedan Is the Fourth of Nine New Models Suzuki Is Launching by 2007
NEW YORK, April 8 -- The new Suzuki Forenza Wagon -- the five-door wagon extension of the popular, European-designed Forenza premium compact sedan launched last year -- adds another value-packed vehicle choice to the rapidly expanding Suzuki line and represents yet another crucial step in American Suzuki Motor Corporation (ASMC)'s five-year growth plan.
In addition to expanding the percentage of the U.S. auto market in which Suzuki competes to include the growing premium compact wagon segment, the new model allows the automaker to build on the popularity of the fast-selling Forenza, which played a key role in Suzuki's 22 percent sales increase for the first quarter of 2004.
"The Forenza has been a fast seller from the start, and we're excited to leverage this momentum to target wagon shoppers seeking total recreational and lifestyle utility," explained Koichi Suzuki, president of ASMC Automotive Operations.
Today's unveiling of the 2005 Forenza Wagon at the New York International Auto Show comes as Suzuki continues to gear up with aggressive new advertising and marketing programs, customer service initiatives, new and remodeled dealership facilities -- even a new private-label auto finance company -- aimed at helping it reach its goal of tripling U.S. sales to 200,000 vehicles by 2007.
"An unprecedented expansion of our product line, aggressive new marketing, and customer service and dealer-development programs make this the most important time in American Suzuki's history," explained Suzuki. "The sales and dealer growth we've experienced so far this year -- including reaching the 500-dealer milestone later this year -- is testimony to our efforts to transform Suzuki into a major U.S. industry player."
About the Suzuki Forenza Wagon
Combining the European styling, features and passenger space of the Forenza sedan with the functionality advantages of a wagon, the Forenza Wagon is the fourth of nine new vehicles Suzuki is launching to reach its 200,000-vehicle per year sales target. The new car originates from Suzuki's $100-million investment in General Motors Daewoo Auto & Technology (GMDAT), and further cements the automaker's positioning as a maker of stylish, customer-focused and value-packed vehicles in the U.S.
"The Forenza Wagon joins the Reno compact crossover vehicle, unveiled in Detroit earlier this year, as the follow-up to last year's launch of the Forenza and Verona sedans -- and the next logical step in American Suzuki's accelerated positioning at the center of the U.S. automotive mainstream," said Suzuki. "Together, these customer-focused new products dramatically expand Suzuki's model line, overall buyer appeal and sales potential in the U.S."
The Forenza Wagon was styled by Pininfarina specifically for recreation-minded buyers wanting five-door functionality and cargo capacity without sacrificing the drivability and styling of a European sedan. Pricing will range between $13,000 and $16,000 with the new model following the Suzuki trend, also forged with the Forenza and Verona sedans, of combining genuine European design with the performance, interior space and standard features of competing models typically costing thousands more.
"The Forenza Wagon will have a unique combination of feature content and MSRP which gives it a distinct value advantage over competitors like the Ford Focus Wagon, Subaru Impreza Wagon, Mitsubishi Lancer Sportback and VW Jetta Wagon," adds President Suzuki.
A comparison with the competition reveals the 2005 Forenza Wagon is longer and wider than the 2004 Focus Wagon. It is one of the few models among its 2004 competitors to offer an eight-speaker audio system with steering wheel-mounted stereo controls, four-wheel disc brakes, passenger-side weight-sensing advanced airbags, side airbags for both driver and passenger-side, speed-sensitive power steering and heated power mirrors as standard features, and a sunroof (up-level models only). It also offers the best cargo capacity (with rear seats folded down), rear legroom and front and rear shoulder room in the premium compact wagon category.
America's #1 Warranty
Like current Suzuki models, the Forenza Wagon will be covered by Suzuki's Open Road Promise, featuring a 100,000-mile/7-year powertrain limited warranty that's fully transferable to succeeding owners and free of deductibles for covered items. This is in addition to the 36,000-mile/3-year new-vehicle bumper-to-bumper warranty.
Other components of Suzuki's Open Road Promise include a three-year Roadside Assistance program and a Warranty Repair Courtesy Vehicle program.
Suzuki's 357 Plan
American Suzuki's goal to triple sales in five years by 2007 -- the corporation's rallying cry, dubbed its 357 Plan -- encompasses significant enhancements of the company's dealer-development, marketing and customer-service and satisfaction programs.
Thanks to Suzuki's dealer-development efforts and strong product line-up, the Suzuki dealer body is expected to grow to 500 dealers later this year and to 600 dealers by 2006.
One key to this growth has been the 2003 launch of the Suzuki Square retail image program -- a comprehensive effort to ensure brand consistency across all Suzuki automotive dealerships in the U.S. by creating a unique, shopper-friendly environment featuring an open-air marketplace design, bold visual styling and themed interior and exterior lifestyle displays. Three pilot Suzuki Square facilities in 2003 -- Suzuki Auto Center in Corpus Christi, Texas; Augusta Suzuki in Evans, Ga.; and Suzuki of Traverse City in Traverse City, Mich. -- are being followed by the opening of numerous additional new or remodeled dealerships this year.
As part of its commitment to its dealer body, Suzuki is significantly complimenting participating dealers' investment of time and other resources. The investment in Suzuki Square by Suzuki dealers is expected to top $230 million.
On the marketing front, Suzuki has expanded its advertising and promotional calendar to give dealers a constant level of support throughout 2004 and beyond. Specifically, ASMC is increasing its customer-focused advertising, "Smart Move" messaging and use of third-party accolades to promote vehicle safety, reliability and value, and is gearing up for upcoming promotional partnerships with Animal Planet, ESPN, the Heisman Memorial Trophy, Reebok, Costco and others. It is also reaching out to working-class professionals who demand maximum automotive value -- police, firefighters, teachers, seniors and members of the Hispanic and African-American communities -- with specific advertising, promotional, online and event programs for the first time.
Suzuki's customer service initiatives include the formation of a new Customer Call Center that uses an integrated consumer database to give prospects and customers a single point of contact for all their automotive buying and ownership needs.
Other customer satisfaction efforts include expanded training for all dealership personnel; sales and service certification programs; new or redesigned English- and Spanish-language customer Web sites, and a program to ensure competitive dealership parts and service pricing.
American Suzuki Financial Services
Another key component of Suzuki's 357 plan is the formation of American Suzuki Financial Services (ASFS), Suzuki's private-label auto finance company designed to meet the needs of its rapidly growing customer and dealer base. Announced at NYAS today, ASFS represents the next evolutionary step in Suzuki's partnership with Nuvell Financial Services Corp., a wholly owned subsidiary of General Motors Acceptance Corporation (GMAC), and equips dealers with an expanded range of financing tools in addition to manufacturer-supported rates. Suzuki dealers can now offer customers prime, non-prime and, in many states, lease or balloon products.
About American Suzuki
The Automotive Operations of American Suzuki Motor Corporation (ASMC), Brea, Calif., was founded in 1985 by Suzuki Motor Corporation. ASMC markets automobiles in the United States through a network of 500 automotive dealerships in 49 states. ASMC's parent company, Suzuki Motor Corporation (SMC), was founded in 1909, incorporated in 1920 and is based in Hamamatsu, Japan. SMC is a diversified worldwide automobile manufacturer with 141 distributors in 127 countries.
Company News On-Call: http://www.prnewswire.com/comp/638243.html