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Suzuki Reports 12 Percent Sales Increase for 1998 Fiscal Year

9 April 1999

American Suzuki Motor Corporation Reports 12 Percent Sales Increase for 1998 Fiscal Year; Forecasts Substantial Sales Growth

  Demand for Grand Vitara Hits All-Time High - Small SUV has Best Month Yet

    BREA, Calif., April 9 -- The Automotive Division of American
Suzuki Motor Corporation (ASMC) reports U.S. sales of 36,346 for the 1998
fiscal year end, representing a 12 percent increase over fiscal year 1997.
    "We're pleased with the fiscal year-end numbers and anticipate the
momentum to continue with a considerable increase next year," said Gary
Anderson, vice president sales and marketing, ASMC.
    Last year, a print and broadcast blitz launching the 1999 V6 Grand Vitara
signaled Suzuki's move to be more aggressive in the U.S. auto market.  Since
then, efforts to raise consumer brand awareness, expand the customer base and
increase sales volume have met with great success:  The value-packed Grand
Vitara notched all-time high monthly sales of 2,438 for March and has achieved
sales of nearly 12,000 in its first seven months.
    Demand for Suzuki's V6 SUV continues to grow as more consumers put it on
their shopping list.  A recent Grand Vitara Owner Survey, conducted by
independent research firm Allison-Fischer, shows that Suzuki is attracting new
buyers -- 38 percent have college or post-graduate degrees and 73 percent are
married.  The average age of buyers is 43 years.  Women slightly outnumbered
men and buyers are affluent, with over 30 percent earning more than
$75,000 per year.  The survey also indicated that 75 percent of buyers had
never purchased a Suzuki vehicle before.  Fully one out of every five Grand
Vitara buyers considered it as their only vehicle of choice and didn't
consider purchasing any other small SUV or other vehicle.
    MotorWeek, PBS' premier automotive magazine recently announced the Grand
Vitara as a winner of its 1999 Drivers' Choice Awards.  Selected for high
marks in judging criteria such as superior performance, technology,
practicality and value for the dollar, the Grand Vitara was recognized as
MotorWeek's Best Small Sport-Utility Vehicle.
    Honors were given to Suzuki's Esteem Wagon and Swift models earlier this
year as well.  The Automobile Club of Southern California named Suzuki's
Esteem Wagon GL the "Best Overall Value of 1998" and the Suzuki Swift was
named one of the top 12 "greenest" vehicles in 1999 by the American Council
for an Energy-Efficient Economy (ACEEE), for the second year in a row.
    Looking ahead, Suzuki aims to achieve 60,000 sales for the 1999 fiscal
year, an estimated 60 percent increase over 1998, with Grand Vitara sales
expected to tally approximately 50 percent of sales.
    "To achieve our objectives, we will focus on key brand aspects: vehicle
durability and reliability, high quality, exceptional value and meeting the
needs of active lifestyles," says Rick Suzuki, president of ASMC.  "From a
product standpoint, the automotive division plans to maintain close
communication with Japan to ensure that additional new products are developed
for the U.S.," he adds.  Mr. Suzuki promises the company "will introduce the
right products to support our aggressive growth plan."
    Hawaii figures are now included in ASMC's month-end reporting numbers, a
change from sales reporting in the past.
    The Automotive Division of American Suzuki Motor Corporation (ASMC), Brea,
Calif., was founded in 1985 by Suzuki Motor Corporation (SMC).  ASMC markets
automobiles in the United States through a network of more than 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
134 distributors in 175 countries.