Selected Suzuki advertising
Suzuki is one of the world's leading manufacturers of cars, motorbikes and marine engines, best known in the West for its compact 4x4s and SUVs. In Asia, though, the company is famous for the tiny but supremely fuel-efficient mini-vehicles which account for the bulk of its sales in Japan. Total volumes were 3.15m cars in 2017, making Suzuki one of the world's top ten auto manufacturers. Yet fewer than 15% of its vehicles were sold outside Asia. In the 1980s, the group formed a successful regional partnership with GM that lasted for almost 30 years until the US group's bankruptcy restructuring. A new alliance was forged with Volkswagen instead in 2009, but that proved far less fruitful. Suzuki tried to terminate the partnership after just two years, against VW's wishes. A legal row rumbled on for five years before it was finally resolved in 2016. Instead, Suzuki signed a new alliance with domestic rival Toyota. Although it has a presence in Europe, Suzuki's main markets are in Asia, and especially India, its biggest territory by far. Joint venture Suzuki Maruti is that country's leading passenger car manufacturer by quite some margin, with almost 40% local market share. India alone accounted for almost half of Suzuki's total volumes in 2017. The group has virtually no presence in the American car market, having effectively withdrawn from that region in 2013 following the collapse of its local distributor. As a result it now sells only motorcycles and all-terrain vehicles in the US. The company has changed quite dramatically since it was formed in 1909 by Michio Suzuki to make industrial weaving looms. It began making motorcycles in the 1950s, and then automobiles. Since the 1970s, it has been led by Osamu Suzuki, who married into the founder's family and adopted his name. In 2016, following a scandal in which the company admitted it had used unapproved methods for measuring fuel efficiency of more than 2m of its small cars, the now-elderly patriarch agreed to step down as CEO in favour of his son Toshihiro Suzuki. Revenues for the year to 2017 were approx $29bn. Japan and India each account for around a third of total sales. Adbrands does not currently profile this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Who are the competitors of Suzuki? See Automobile Sector for other companies.
Capsule checked 16th February 2018
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