New era for Suzuki in South Africa
- All Suzuki products now united as a single business entity
- Automotive, motorcycle, ATV and marine divisions under one umbrella
- Allows a focused, more cohesive brand strategy expressing the‘Suzuki Way of Life’
Suzuki is 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.
As of 1 April 2014, all of Suzuki’s brand interests in SA will be united, and will be trading under the auspices of Suzuki Auto South Africa (Pty) Ltd.
Previously, Suzuki’s automotive interests were controlled by Suzuki Auto South Africa, while the motorcycle, ATV and marine divisions were controlled separately by Suzuki South Africa (Pty) Ltd.
“We have followed a lengthy process of integration, which has now enabled us to represent all of the Suzuki brands in SA with a more cohesive, coherent and unified structure,” says Yukio Sato, managing director of Suzuki Auto SA.
“Suzuki offers a compelling product range across various market segments, all sharing the ‘Suzuki Way of Life!’ brand strategy, and which clearly position the marque as innovative and progressive.”
Sato points out that the Suzuki product offering is extensive and versatile. “It extends from our latest SX4 crossover and the exhilarating GSX-R motorcycle range, to any of our highly capable ATVs, and Suzuki’s high-tech marine products.
“Bringing all of these interests together under a single, unified brand umbrella now allows us to continue building Suzuki’s strong momentum in the local market, and to improve the image and presence of the brand as a whole.
“It also dovetails with our philosophy of offering a complete mobility concept that is able to serve the needs of our customers through their entire automotive life cycle, for both business and pleasure,” Sato concluded.
There will be no immediate impact on Suzuki’s national network of automotive and non-automotive dealerships, which will continue trading as normal. In the longer term, however, customers can expect a more integrated retail approach to the entire Suzuki product range, which should benefit overall availability.