Grand Vitara Attracting New Customers to Suzuki Finds Marketing Survey
5 January 1999
Grand Vitara Attracting New Customers to Suzuki Finds Marketing Survey
BREA, Calif., Jan. 5 -- In only 4 months on the market the V6
Grand Vitara, Suzuki's new, powerful, mini SUV, has already succeeded in
attracting a new generation of customers strengthening Suzuki's brand identity
in the United States. According to a recently completed survey by Allison-
Fisher Inc., nationally recognized experts in automotive research and
consulting, over 76 percent of Grand Vitara buyers had never before purchased
a Suzuki vehicle.
Although Grand Vitara is a relatively new competitor in the market of mini
SUVs, since the vehicle's introduction in August, dealers have sold over 5,909
units. Strong sales of the Grand Vitara have led to a banner year for Suzuki.
Total vehicle sales exceeded 37,500 in 1998 resulting in a 28 percent increase
over sales in 1997.
"We at Suzuki are energized by the great response the Grand Vitara has
enjoyed in the United States in just a few months," stated Gary Anderson, vice
president of sales and marketing, American Suzuki Motor Corporation (ASMC).
"The Grand Vitara was designed to raise the standards of the mini sport
utility category to a new level of refinement in comfort, convenience and
performance. The result is, as the Allison-Fisher study illustrates, a
greatly expanded customer base for Suzuki."
One of the outstanding features of the Grand Vitara is its powerful
6-cylinder, 2.5-liter, 24-valve, quad cam engine. It is the only SUV in its
class to offer a 6-cylinder engine. According to the survey, almost half of
the respondents cited the larger engine as the number one reason for selecting
the Suzuki Grand Vitara. The Allison-Fisher survey also determined the three
qualities owners liked best about their Grand Vitara. They were: the smooth
ride (25 percent), stability and handling (24 percent) and the powerful engine
and quick acceleration (23 percent). Consistent with these findings, the
survey found that over one-third of Grand Vitara owners traded-in cars for the
smooth, car-like handling the Grand Vitara provides. Fully 97 percent of
Grand Vitara owners stated they would recommend the vehicle to others.
"We did our homework before designing this vehicle. We researched what
consumers were looking for, and then, as this survey confirms, we delivered on
our promises," stated Anderson.
The study also confirmed Suzuki's success at reaching its targeted
consumer markets. A total of 78 percent of Grand Vitara owners are between
the ages of 30 and 59. Nearly 40 percent have a college degree, while 60
percent earn between the targeted income bracket of $35,000 and $75,000
annually. Over 25 percent of Grand Vitara owners earn an income over $75,000
per year.
"We are pleased to discover the Grand Vitara is attracting more affluent
buyers," stated Lore McKenna, national advertising manager. "However, we are
not surprised. The Suzuki Grand Vitara is an exceptional, high-value product
that a whole new class of Suzuki buyers can appreciate."
In December 1998 and January 1999, Suzuki will introduce the new Four-Door
and Two-Door Vitaras, extending the line and providing consumers with
additional choices to meet their lifestyle needs. Setting themselves apart
from the competition, both the two-door and four-door models are generously
equipped with a long list of standard safety, comfort, and convenience
features. Both will be available in two-wheel and four-wheel drive.
The Automotive Division of American Suzuki Motor Corporation (ASMC),
headquartered in Brea, California was founded in 1985 by Suzuki Motor
Corporation (SMC). ASMC markets automobiles in the United States through a
network of 300 automotive dealerships in 49 states.
ASMC's parent company, Suzuki Motor Corporation, based in Hamamatsu,
Japan, is a diversified worldwide automobile manufacturer. Founded in 1920,
SMC has 135 distributors in 171 countries.