Suzuki's Quiet Success Story

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It was clear that reminding people that Suzuki is a company they actually already know and respect before we start talking about our cars could be very effective.

MB: What about timing for the new campaign?

GB: We have an advantage that we really haven't been taking advantage of, and, particularly, with the new product that is coming on line—the Grand Vitara, SX4 and XL7. The time seemed right to start taking advantage of that marketplace brand strength in our consumer communications.

MB: It's probably obvious, but will the new ads run for bike owners in their magazines as well as general market and automotive publications?

GB: Yes, we will advertise in motorcycle owners' publications like Cycle World as well as automotive and general interest publications. We think the motorcycle audience will be particularly receptive to a message about Suzuki and their perceptions of our brand at the outset.

MB: The Sturgis, a.k.a., the motorcycle phenomenon, has grown in size and popularity every year. So, the next question is personal and professional: do you ride a bike?

GB: I do happen to ride bikes myself. When I was a kid—13 or 14—I learned how to ride and on a Suzuki too—a DS185. So, I've known the brand for a long time. It's interesting to realize how many people who do not ride, but, nonetheless, recognize Suzuki as a very positive brand as a result of its motorcycle heritage.

MB: What percentage of Suzuki bike owners also own Suzuki cars?

GB: I don't have that statistic off the top of my head because it's a little hard to get since some bikes—dirt bikes, for example—do not have to be registered. So, sometimes the records one would use to get that information is a bit obscure. But the answers to questions like that are exactly what we are studying as we begin to incorporate our motorcycle heritage into our message. If you check back with me in 90 days, I will have that information for you.

MB: I heard Suzuki recently completed 10 or 12 days of shooting at several locations. Why? What's happening with television advertising?

GB: We have just completed quite an extensive shoot. Our television campaign, which extends to online and other media, focuses on those vehicles that define the Suzuki brand today and for the future. The shoot you mentioned uses the three vehicles previously detailed. That's not to say the message won't play for other vehicles, but the campaign we've been shooting is for those vehicles.

MB: Rumors and reports of a $60 million dollar ad budget for Suzuki are making the rounds? How extensive is your campaign?

GB: Like most automotive advertisers, we do not comment on budget size. But I can say we have a new commercial running on October 2, October 16 and October 30, and we will launch three additional commercials—a total of five new spots.

MB: Is one of your marketing goals to add Suzuki automobile owners to Suzuki motorcycle owners and where possible, vice versa?

GB: We expect the ownership overlap to increase regardless of what it may or may not be today. My expectations as we get into the data is that the percentage may be low today, but with the Grand Vitara, XL7, even the SX4 and the new product we've indicated we're getting—the pickup truck previously announced, which is a huge category for motorcycle riders and owners—we expect market penetration or cross-pollinization to increase substantially over the next few years.

MB: When will the new truck you mentioned be introduced?

GB: We're about two to three years away from having the pickup truck.

MB: In a competitive marketplace for automobiles where deals, rebates, discounts and special offers are the general theme, especially at the entry levels, your motorcycle heritage concept has a unique advantage. It's not just different, it is logical and compelling. Good idea.